Is Personal Branding a Must? The Truth Behind Building Your Brand

We’re always scrolling, applying for roles, and showing up online, so personal branding isn’t a nice-to-have anymore, it’s a must. Whether you’re early in your career, running a business, or leading a team, the way you present yourself both online and offline shapes how people see your value, voice, and potential.

So, what exactly is personal branding? And why does it matter now more than ever?

When I first started out, I didn’t have a big network, mentors, or any industry guidance. What I did have was my voice – and I chose to use it. Building a personal brand helped me stand out, make meaningful connections, reach the right people, and grow my business from the ground up. Every speaking gig, media feature, and partnership started because someone deeply connected with how I showed up online.

As Jeff Bezos once said, ‘Your brand is what people say about you when you're not in the room,’ so make sure it reflects who you truly are.

What is Personal Branding?

Sonya Barlow delivering a peer mentorship workshop for

At its core, personal branding is the intentional act of shaping how you are perceived. It’s the blend of your skills, values, story, and how you consistently communicate them. It’s not about being famous – it’s about being recognisable for the right reasons.

According to Nicholas Wyman in Forbes, ‘A résumé tells you what someone’s done, but a conversation tells you who they are.’ That’s the magic of personal branding. It allows people to get a sense of who you are before they’ve even met you, through your tone, ideas, presence, and consistency.

In a competitive market, your personal brand is often the deciding factor and not just what you know, but how you show up, communicate, and build trust.

Why Personal Branding Matters

Builds credibility and trust: People buy into people. If you’re consistent in what you say, do, and share, you become someone others look to for insight, leadership or inspiration.
Positions you as a thought leader: Sharing your knowledge (even in small ways) helps position you as a credible expert in your field. That visibility can lead to media features, speaking gigs, partnerships and more.
Creates opportunities: Whether you’re job hunting or building a business, a strong personal brand opens doors. Wyman reminds us that the best hires aren’t always the most credentialed, but those who are ‘honest, reliable, and grounded in integrity’.
Starts meaningful conversations: A powerful brand isn’t something you just shout about – it’s a conversation starter. It’s what makes someone want to reach out, collaborate, or recommend you for a project.
Shapes career growth: Your personal brand gives you clarity. It helps define your values, strengths, and direction, and allows others to understand where you’re heading too.

Want to hear more? When I first started building my personal brand, I was interviewed by Her Own Boss, where I unpacked how to use LinkedIn to build your brand – even if you’re starting from zero.

How to Build Your Personal Brand

Start small, but start intentionally. Your personal brand is less about curating perfection and more about showing up with clarity and consistency. Here's how:

Know your ‘why’ and ‘what’ – Why are you building your brand? What do you want to be known for? Your purpose should guide every post, pitch or project.
Define your value message – What’s your added value? Whether it’s a unique perspective, expertise or energy, make sure people understand what you bring to the table.
Be consistent with tone and message – Your content, communication and presence should all speak the same language, one that aligns with who you are and what you stand for.
Use data to drive decisions – Pay attention to what resonates. Engagement, comments and conversions tell you what’s landing and where to double down.
It’s okay to rebrand – Growth is part of the process. Evolving, trying again or changing direction is a strength, not a flaw. Just keep your messaging clear and your intentions focused.

And most importantly, as Wyman puts it: ‘Strive for authentic conversations about real life experiences.’ That’s where real connection, and real branding, begins.

Takeaway: Do I ACTUALLY Need a Personal Brand?

Short answer: yes.

Even if you're not actively ‘branding’ yourself, people are forming opinions based on what they see, read or hear about you. That’s your brand, whether intentional or not.

Personal branding gives you control over that narrative. It can amplify your career, help you pivot into new industries and build lasting relationships.

Think of it like your digital handshake. Would you show up to a job interview in silence, without saying who you are or what you care about? That’s what it's like to not have a personal brand online.

Key Piece of Advice

You don’t need to go viral. You just need to show up as you. The more intentional and consistent you are, the more your personal brand will work for you behind the scenes.

So What?

Personal branding isn’t self-promotion. It’s self-definition. In today’s ever-changing world, people want to know what you stand for before they work with you, hire you, or support you. Your personal brand is the clearest way to show them.

So, just own it, be yourself, and show up!

Sonya Barlow is an award-winning entrepreneur, presenter and author with over 100K followers. She hosts her self-titled YouTube show "The Sonya Barlow Show", authored the business book "Unprepared to Entrepreneur" and runs a business inclusion consultancy and networking app the "LMF Network". You can work with Sonya for campaigns, content and conversation. Connect via email - Hello@SonyaBarlow.Co.Uk.