What It Really Is & How to Build One

November 28, 2023

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Building a personal brand is undeniably hard work, but it isn’t as tricky as you might think.

I spoke with two influencers—Wes Kao and Matt Diggity—for their best tips on establishing a name for yourself online.

A personal brand is how people perceive you and what you’re known for. It’s the skills, experience, and values that give you an edge over others.

Neuroscientist Andrew Huberman is one example. He helms and hosts the science/health podcast Huberman Lab, lectures at Stanford Medicine, and has earned media mentions from the likes of BBC, TIME, and more.

Andrew’s personal brand is built on his credibility and areas of expertise. Many of his posts attract thousands of likes and hundreds of comments on X and LinkedIn.

If we want to dig deeper, Maven and altMBA co-founder Wes Kao has a somewhat alternative take on the definition:

In my opinion, it’s better to reframe ‘personal branding’ into ‘personal credibility.’ Personal branding has a superficial undertone. It assumes you have your work, then you tack on an artificial layer of ‘branding’ to shape perceptions.

She suggests that personal credibility is about substance: Showing people what you do, how you think, and how you can contribute. Wes adds:

In this way, you build deeper connections with people who believe in your work—which means stronger relationships, more control, and more opportunities.

In this podcast interview snippet with Nick Bennett, SparkToro’s Amanda Natividad echoes Wes’ sentiment:

People generally don’t like the term [personal brand] because it sounds disingenuous and icky. Acknowledging the existence of your personal brand is admitting that you care what others think about you, and that you find ways to manage those expectations at scale.

Wild as it sounds, building a solid personal brand gives you more control over your life.

A strong following could:

Expand your realm of influence, particularly in your area of expertise (i.e., be viewed as a subject matter expert).
Boost your credibility, in turn allowing you to promote your company/product better.
Build a loyal following independent of the company you’re working for (or if you own that company, create more positive sentiment towards it).
Open doors to job, networking, and investment opportunities.

Chiangmai SEO conference founder Matt Diggity shares some excellent points in his Facebook post on the topic, too.

There’s no linear path to building your personal brand.

As a precursor to the below steps, let’s first talk about finding your “voice.”

Wes and Matt both emphasize the importance of staying true to yourself. That means not crafting an online persona of who you think you should be.

I try to write like how I sound in person. Talking and writing are different media, so you shouldn’t try to match the two in a literal sense, but you want to capture your overall spirit. For example, I have a hint of snark in my writing because that’s how I sound in person.

Matt echoes this sentiment:

How I talk on the internet is how I talk IRL. If I’m not having a f**king blast on my YouTube videos, I won’t do them. It has to be fun.

Keep this idea in mind as you go through the steps below.

Step 1: Position yourself

Think of yourself as a product: What are your strengths, obsessions, and areas of expertise?

If you’re well-versed in technical SEO or a seasoned entrepreneur, these might be your unique selling points.

From there, double down on something you would be excited to think, write, and talk about for years—because “it will likely take years to get to where you want to go,” says Wes.

As an (optional) next step, consider solidifying your position with a spiky POV—a term coined by Wes, and which she cautions should be used with care.

A spiky POV is not about a contrarian hot take for the sake of it. In 2023, social platforms are flooded with hot takes and generic advice. I think about respecting the intelligence of my audience and teaching them something they don’t already know. A true spiky POV is rooted in deep expertise, including recognizing the limitations and counterpoints of your idea. This builds your reputation as someone who is rigorous and worth the time to engage with.

Here’s a LinkedIn post by Wes that combines all of the above: a unique perspective backed by her personal experiences, with a takeaway for the audience too. In other words—a spiky, worthy POV.

Step 2: Start sharing publicly

You already knew this, but social media platforms are one of the best ways to get growth and build your name. It’s your chance to build your reputation in a public arena.

Wes, Amanda, and Matt each utilized a combination of online channels to promote their voice and content. It’s one of the first things you should do—because your content is really only as good as its reach.

This is the first thing I did to build a personal brand and authority in the SEO industry, and I still do it to this day…
Take an hour a week, go to SEO social media hangouts (SEO Facebook groups, Twitter, LinkedIn, etc) and go from top-to-bottom answering people’s questions.…
— Matt Diggity (@mattdiggityseo) September 27, 2023

This doesn’t mean cross-posting your content across more platforms than you can manage, of course.

Study where your target audience spends most of their time, then hone in on those platforms (ideally, stick to no more than 2-3).

In Matt’s case, his followers are primarily on Twitter, Facebook, and YouTube—and that’s where his SEO-led content thrives.

If creating whole posts from scratch seems daunting, start by commenting thoughtfully in relevant online communities. Obviously, do it with heart:

This is the first thing I did to build a personal brand and authority in the SEO industry, and I still do it to this day…
Take an hour a week, go to SEO social media hangouts (SEO Facebook groups, Twitter, LinkedIn, etc) and go from top-to-bottom answering people’s questions.…
— Matt Diggity (@mattdiggityseo) September 27, 2023

Here are some simple ways to start.

LinkedIn: Contribute to a collaborative article

You might have seen these articles floating around LinkedIn—perhaps even been invited to add your insights to them.

These blog posts are similar to Wikipedia pages: LinkedIn users build on each AI-generated article with their perspectives, and readers can choose to react to these additions or engage with the content.