Branding Yourself: Increase Interest Using Only Your Unique Personality

We talk about branding a lot around here. Between best practices and our own services, we’re invested in the way people personify their organizations. But what if your brand is just, well, you? If you’re a one-person company or an aspiring influencer, you may wonder how branding yourself actually works.

First, it’s important to understand what branding is. Organizations typically use branding to familiarize people with their mission, essentially attaching a personality to their cause. When it comes to branding, it’s easy to get in the weeds. Companies often use brand guidelines and brand archetypes to keep their “persona” simple.

But for many creatives, there is no persona. There’s no faceless company that needs to be humanized. If you’re a content creator, it’s possible you’re the face of your own company. People might follow you because of your unique voice in the space.

So, how does branding apply to people who are their brands?

How your personality can influence your brand

You’re currently reading the Julian//West blog, and Julian//West is an agency made by my sister and me. Because of that, our personalities heavily influence the voice, style, and design. We don’t hide who we are, and if we did, I don’t think our company wouldn’t be as interesting.

This is true for a lot of companies. Consider The Home Edit, a team focused on organizing and color-coordinating spaces. The Home Edit certainly wasn’t the first or last brand to focus on being tidy; however, the co-owners offer insight into their own lives and friendship, creating a unique voice in their industry. Before their Netflix special was released in 2020, they were already known for their friendship and shared humor on social media.

Chrisotpher Patey/Netflix © 2020; The Container Store

Peeking behind the curtain

We can’t truly identify with a company the way we identify with people, hence the need for branding. This is why we skip not-so-great ads, scrubbing through videos for the personalities we know and enjoy. It’s why Progressive has Flo or why corporations hire celebrities.

But mascots and famous people may not cut it anymore. In fact, customers have grown wary of traditional advertisements, with millions installing ad blockers, choosing instead to consume ads through influencers. Consumers are looking to these influencers to get more realistic, word-of-mouth recommendations.

From this, we can glean a couple things. One, we like the dose of reality provided to us by real people, and two, we also like the curated voyeurism afforded to us by modern branding.

There’s a reason it’s so satisfying to watch someone renovate their house in a 12-second video, rather than being around for the days, weeks, or even months of actual renovation. We get an abridged version of someone’s very real story. Hana’s Happy Home is a great example of this. Because she quickly recaps budget renovations to her hundreds of thousands of followers, we get to see the messy and the perfect—the “real” and the curated.

Image source: @Hanashappyhome

Authenticity matters when branding yourself

Now, I’m definitely no influencer—not even close. But my friends are familiar with my specific interests. They know I like crafts and baking, that I’m obsessed with antiques, that I’d choose tea at home over a night at the club. They would say those things are “on-brand” for me, because it’s what they’ve come to expect.

If you’re starting a blog, Etsy shop, photography business—whatever it may be—there’s no need to change your personality to appease your would-be audience. You can lean into your interests to create a brand as unique as you.

Our culture values individualism, and Gen Z in particular appreciates authenticity. 73% of Gen Zers say they need more self-expression to be happy, and 89% say they prefer to purchase from socially and/or environmentally-conscious brands. This means you have consumers entering the workforce, now looking to support small businesses and companies focused on individuality.

Why selling your personality ≠ selling out

Now that we’ve discussed what you should do, let’s talk a bit about what you shouldn’t do.

Let’s pretend you have a Facebook friend named Tina. Aside from the occasional family photo, Tina doesn’t post much. Then, seemingly overnight, she starts posting nonstop about a product she’s now endorsing. Suddenly, you’re reading 20 statuses a day about this product, and Tina is messaging you privately to make a sale.

I don’t write this hypothetical scenario to dump on the Tinas of the world. It’s actually the opposite. Marketing is hard and confusing, and we’ve all seen someone new to it. This scenario is extra painful because instead of discovering more about Tina and her personality, we’re getting a company’s script through her. It doesn’t feel like Tina, and because authenticity matters, we shy away.

How to advertise without selling out your style

So, how do you sell something without selling out? It can feel a little unnatural to endorse a product—whether it’s for your company or someone else’s. And while there’s no perfect way to do marketing, it’s important to continue being yourself throughout the process.

My favorite partnerships are the ones done organically, where familiar personalities keep their style in-tact, despite endorsing something. Take Kelly Mindell from Studio DIY, for instance. She’s vocal about her love of Disney, so when she partners with Disney Parks, it feels totally on-brand.

Image source: Studio DIY

Keeping your private life separate from your brand

As we mentioned before, an inside look at someone’s life is alluring—but how much is too much? Personally, I think this is different for everyone. Only you know what you’re comfortable sharing, especially if you’re the face of your own brand.

After decades with the internet and instant publishing, people are rethinking their stance on oversharing. Those in the public eye worry their opinions may age poorly, or worse, that their children will grow up feeling betrayed by overshares.

On the other hand, LinkedIn users who “overshare” see bigger numbers in engagement. Many users of the professional platform post highly personal updates, hoping to connect on a more granular level. Since the pandemic, this trend has ramped up and shows no sign of slowing down.

So, which is the path for you? No matter how much you choose to share, you can still shine through your content. How you write, the photoraphy you use, and the stories you tell will both contribute to your brand and highlight your personality. Don’t feel pressured to post anything you’re not comfortable sharing.

Conclusion

Should your personality be your brand? Is branding yourself really an option? Yes—with some caveats. If you’re selling something, your unique personality can make your product, company, and brand more interesting. Still, you should always be in charge of the marketing, rather than letting the marketing be in charge of you.

Marketing can be uncomfortable for anyone. Luckily, you can do it in a way that is true to you and the relationship you’ve established with your audience. The more you share with your audience, the more they’ll come to rely on your updates. Just remember, you get to decide how much you share.

If you don’t want to make your personality your brand, that’s okay. There are agencies like ours that help companies build personas they can be proud of, with brand guidelines they can use for years to come. Contact us here for a free consultation, and learn how to get started with a custom plan.