The Branding Dilemma: Authenticity vs. Marketability

You’ve probably heard it a thousand times. “Just be yourself!” as if that’s all it takes to build an unshakable personal brand. But if “just being yourself” paid the bills, we’d all be sipping cocktails on a beach instead of stressing over social media posts.

So, how do you build a personal brand that commands respect, attracts the right audience, and makes you money without feeling like a corporate sellout?

Step 1: Decide What You Want to Be Known For

Most people fumble their personal branding because they try to be everything to everyone. That doesn’t work. Pick a lane. If people can’t describe you in one sentence, your brand is confusing, and confused audiences don’t buy.

Quick Exercise:

If you had to describe yourself in one tweet, what would it be? If it sounds generic, keep refining.

✅ Good example: “I help businesses 10X their visibility using organic content that doesn’t scream ‘buy from me.’”

❌ Bad example: “Marketing expert, leadership coach, writer, speaker, strategist, part-time foodie, and full-time thinker.” That’s just LinkedIn soup.

Step 2: Become a Broken Record (In a Good Way)

Repetition builds reputation. The biggest mistake I see? People get bored of their own messaging too quickly and start reinventing the wheel every week. Meanwhile, the world hasn’t even grasped what they do yet.

Stick to a few core themes and repeat them consistently because your brand depends on it.

🔹 Gary Vee? Hustle.

🔹 Marie Kondo? Joy.

🔹 Your favourite brand? They own a word in your mind.

What’s your one word?

Step 3: Leverage the Right Platform (Where Your Audience Actually Hangs Out)

Not all platforms are created equal. Your personal brand isn’t just about where you feel comfortable. It’s about where your audience is most engaged.

LinkedIn is great for B2B thought leaders, consultants, and professionals.

Instagram works for creators, influencers, and visually-driven brands.

TikTok reaches Gen Z, trendsetters, and fast-paced content.

X thrives on short, sharp, and witty minds.

You don’t need to be everywhere. You need to be where it counts.

Step 4: Show Up, Show Off, But Don’t Sell Out

Nobody likes a walking billboard. The best personal brands create content that informs, entertains, or inspires. Sometimes all three.

80% value, 20% promotion. Give insights, stories, and practical takeaways that genuinely help people. If you’ve built enough credibility, they’ll naturally want to work with you.

Storytelling is more powerful than self-promotion. People buy into you before they buy from you. If you only talk about your services, you’re doing it wrong.

Inject personality. It’s called a personal brand, not a corporate mission statement.

Step 5: Engage Like a Human (Not a Robot)

Posting isn’t enough. If you’re not engaging with your audience, you’re just shouting into the void.

Reply to comments with thoughtfulness, not emojis. Comment on others’ posts with insights, not just “Great post!” Start conversations that make people think.

Own Your Niche Before Someone Else Does

The internet is crowded. The only way to stand out is to own your unique voice, stick to your message, and show up consistently.

Because if you don’t, someone else will.

#PersonalBranding #ThoughtLeadership #MarketingStrategy #BrandGrowth #LinkedInGrowth #Entrepreneurship #AuthenticityInBusiness #DigitalMarketing #BusinessSuccess #MarketingTips Oneness Consultancy & Academy Vincent Wong Ph.D.