When Google wiped out independent publishers and bloggers from their search results, it hit me hard. It felt like another soul-crushing moment in my life.
Just like that, my online business took a cliff dive, and within months my income was almost gone.
And honestly, I couldn’t help but feel betrayed and stupid at that time. I followed all the wisest blogging advice. Play the long game. Stick to ethical SEO. I made sure I didn’t break any of Google’s guidelines. Yet there I was, punished for no reason at all. Content is king? Nonsense anymore!
I think it’s the kind of experience that would make most people give up. However, it’s not the kind that can shake the grit of someone determined to find freedom and a meaningful life. (my full story here)
In a way, I’m glad that unfortunate experience happened to me. It allowed me to discover personal branding, which is so important in building a thriving online business.
Let me explain why I’m going all in on building my personal brand now, and why I believe you’d want to build one for yourself, regardless of whether you’re an entrepreneur or not.
What is Personal Brand
If you’ve worked in entrepreneurship, marketing, consulting, or creative fields, you probably already have an idea of what a personal brand is. But let’s be honest, there’s no one way to define it!
Here’s what I understand from a Harvard article:
Personal brand is a combination of our qualities forming our own value proposition that we intentionally show to others to shape how they see us and build their trust.
Autonomy
As a content creator, I need personal branding to gain more autonomy for my online business.
It not only provides an advantage but also builds resilience against external influences that can make or break online businesses.
For example, the rules enforced by the platforms we use to connect with our audience. These platforms can change their terms and conditions in an instant, and the next thing you know, you can’t reach your followers anymore.
Algorithms are another major external influence, and ignoring them can be fatal. Believe me, as I’ve mentioned it earlier, I’m a victim of a rogue algorithm update.
Yes, I relied too much on Google to rank my work, bring people to my website, and help me make money. So when Google went all in on AI without their old “don’t be evil” motto, I paid the price. I don’t want it to happen again.
My goal is that in the future, me and my audience can connect directly. They’ll go straight to my website. I’ll be able to reach them without any third-party service or company in the way. Having a brand makes that possible.
And to build a brand, I need to offer unique value people can trust: a quality that draws people in naturally or something that makes them want to come back on their own.
This idea isn’t new to me. I just didn’t know it was called “personal brand” until recently. Being part of an awesome community on X helped me learn about it and take it seriously.
Interestingly, this is the same community that made it clear to me, through example, that building a personal brand is necessary for building an online business.
Some of the most inspiring people in our industry are there in the community, and they’re using their personal brands to help their online businesses thrive.
Their personal brand gives them leverage, not just to get noticed by major publications, but also to gain followers, create fans, and most importantly, attract clients. With their personal brands, they’re also able to keep their audience no matter where they go. Twitter, YouTube, LinkedIn, podcasts.
And we all know what that means: a steady flow of income for their online businesses.
A few people with strong personal brand who really inspire me are Lily Ray with her “playing the long game” SEO strategy, David Perell and his ‘Personal Monopoly,’ and Mark Manson with his ‘no-BS self-help advice.’
I also look up to Dakota Robertson, Kieran Drew, and Justin Welsh. Check them out!
Let’s Connect!
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Connection
Another reason why I want to build a personal brand? It’s a way to expand my network.
How?
Remember, building a personal brand means intentionally showing others who we are and what we care about. As we consistently share our interests, ideas, and values, people who relate to them start paying attention.
They might follow, comment, or reach out because they see common ground. Most often, this happens through social media platforms that suggest our content to users with similar preferences or through repeated exposure that builds recognition and trust.
To be honest, these connections are one of the things I’m most excited about for blogging and building my brand.
That said, I’m not seeking these connections because I’m a loner. I already have some great friends, family, old colleagues, and workmates I can talk to.
I look for new connections because my work and lifestyle as a content creator are really different from what most of my current friends and family do.
I’m looking to connect with people who relate to the direction of my career and lifestyle, since it’s not something most in my current circle fully connect with.
Freedom, breaking away from society’s rules, actually living life, and building something fulfilling; a business that truly helps people. Greatness. Following dreams. Those are the kinds of ideas I’m into. I crave conversations about that, whether they’re online or offline.
Opportunities
Having a personal brand doesn’t just attract like-minded people.
Businesses, brands, and even government institutions notice individuals who align with their values and goals. These connections lead to deals and paid collaborations that are real opportunities.
Just check out the content on your social media. If someone is talking about a product and mentions it’s a collaboration, there’s a good chance that person’s personal brand made the collaboration happen.
You can also check out your favorite blog to see how opportunities came to them because of their personal brand.
My favorite, A Salt in Our Hair, has an “About” page packed with logos of businesses, tourism boards, and other brands they’ve partnered with. It’s really impressive.
Not to brag, but companies and brands also reached out to my Engineering Travels brand for collaborations. JapanRailPass and Tourscanner were among them.
However, I was naive back then and didn’t accept. I wanted my site to stay free from sponsorships and focus only on my honest opinions.
Looking back, I kind of regret it. Those collaborations could have helped build credibility and show that I’m a real business, not just someone spamming the web.
Advantage
I’m building my personal brand because it’s one way I can stand out. It could also help me beat the competition in certain areas of the industry I’m in.
I think it’s similar to David Perell’s idea of a “Personal Monopoly,” where you’re known for something only you can do. It’s when your unique mix of skills, interests, and personality makes you the best fit for a specific topic or niche.
No one else can compete with you because what you offer is the best solution.
Sustainability
Every entrepreneur wants their business to be sustainable.
While not everyone needs a personal brand for their business to last, if you run an online business, it’s a must. It plays a big role in helping your business grow and stay strong over time.
Because if you succeed in getting people to relate to you, know you, and trust you, personal brand established, it won’t be hard for them to come to your business. This is especially true for those whose goals align with yours and those who need the solution you offer.
In fact, your personal brand can make your online business not just sustainable, but thrive over time! When your clients see unique value in you, they’ll tell their friends or connections about you.
Whether it’s a digital referral or just word of mouth, it’s pretty cool, right? Free advertising!
For example, take a look at what I did in this essay. I mentioned those inspiring people with personal brands earlier… see how their brands helped them get your attention without spending any money?
Most importantly, even if the algorithm changes, AI takes over, or the platform where you’ve built an audience shuts down, your reputation will still precede you. It will be the foundation that encourages others to engage with you and explore business opportunities.
So, whatever happens, it’ll be business as usual!
The Challenge
Now the challenge for me, as a content creator, is figuring out how to build my personal brand before AI takes over the creative industry and possibly even the intellectual labor market.
How can I build it fast, with as few mistakes as possible?
With SEO now almost impossible for independent publishers and bloggers like me, it’s clear that it’s not going to be easy. There’s no more organic, passive way to do it.
I have to take the long way to do it, manually and in a more personal way. This means interacting and connecting with other people in the industry. Traditional marketing.
Is it time-consuming? Yeah.
Tiring? Sometimes, when dealing with tough people on social media.
Worth it? I’m leaning toward yes. It’s actually exciting, knowing you’re about to meet people who understand you.
Anyway, I don’t think there’s any other way to do it. It takes time and effort to build something solid. No shortcuts. And even if there were, I wouldn’t take them. I’d rather enjoy the journey!
Since you’re already here, I want to invite you to join me on my journey of building my personal brand. I guarantee it’ll be full of lessons. I share what I learn. I want to be helpful all the time, so if you’re interested, just drop your email here!
If you want to know more about how I’ve been building my personal brand, take a look at my newsletters and some of the blog posts I’ve shared here. I wrote one about finding my purpose. In another, I talk about why I quit my job to become a blogger and content creator.
Do you want to start building your own personal brand? Here’s a quick guide from Harvard that you’ll definitely find helpful. It’s helping me right now too.