At networking events I'm constantly dispelling myths about what I do as the CEO of a personal branding agency. People just don't truly understand the concept of a personal brand. So here are 10 myths I hear most commonly and my candid common sense reality check for those that need it.
1. Myth: Personal Branding Is Just Self-Promotion
Reality: There's this perception that personal branding is just bragging about your accomplishments and it's just for celebrities and influencers. While self-promotion is an element of personal branding, it is far from the whole picture. Personal branding is my more nuanced and interconnected with one's audience. A personal brand, in its essence, is about identity formation within a social context. It is not merely about broadcasting achievements but about crafting a coherent narrative that expresses our values, beliefs, and commitments.
2. Myth: A Personal Brand Is Entirely Under Your Control
Reality: This is a classic illusion of agency. While it is true that you can influence and shape your personal brand, it is never entirely within your control. Personal branding operates within networks of social power, digital ecosystems and cultural norms that influence how you are perceived. Your audience plays an active role in constructing your brand through their interpretations, biases, and expectations. As such, the personal brand is co-created by the individual and society, constrained by the norms and discourses of the social and digital environments in which it exists.
3. Myth: Personal Branding Is a Modern Phenomenon
Reality: Personal branding is often thought of as a product of the digital age, but the underlying idea has a deep history. In fact, it can be traced back to ancient practices of self-fashioning. Renaissance scholars like Michel de Montaigne and philosophers like Socrates understood that the self is something to be cultivated and refined in the public eye. In 2024, the digital landscape and platforms like LinkedIn have amplified the visibility of personal brands, but the philosophical practice of shaping one’s public persona is anything but new.
4. Myth: Personal Branding Is Superficial
Reality: This myth stems from a misunderstanding of personal branding as merely a curated social media profile or a polished image. A strong personal brand doesn’t shy away from complexity or vulnerability; instead, it embraces the authentic self in its full richness. A superficial personal brand may gain temporary attention, but a deeply genuine brand fosters long-term connections, sparks dialogue and builds trust.
5. Myth: Your Personal Brand Should Be Fixed and Consistent
Reality: This myth assumes that personal branding requires a static, unchanging identity. In reality, personal brands, like individuals, evolve. Zygmunt Bauman’s concept of liquid modernity offers insight here: in an ever-changing, fluid world, personal identities must adapt to new contexts, technologies, and audiences. A successful personal brand is dynamic, reflecting the individual’s growth over time. In fact, clinging too rigidly to an outdated brand can lead to stagnation. Flexibility and adaptability, while maintaining core values, are key to keeping your brand relevant and meaningful.
6. Myth: Personal Branding Is Inherently Manipulative
Reality: Yes, personal branding can be used manipulatively, but it can also be a form of high integrity self-expression, where individuals present their values and beliefs with clarity and intention. The difference lies in your intention - whether one’s personal brand is built on authenticity to help and inform or on a desire to deceive.
7. Myth: You Need to Be Constantly Posting to Maintain Your Personal Brand
Reality: There is an immense pressure of perpetual visibility broadcasted by "personal brand experts" that are not marketers and have never build a real company brand. The notion that you must constantly post to keep your personal brand alive often arises from the algorithms of social media platforms. While yes, I will agree from my time working at LinkedIn these algorithms do favor frequent content updates they also have content relevancy built in which is equally (and in some algorithms) MORE essential for visibility. Don't feel compelled by the personal brand frauds to churn out content regardless of its significance or resonance. This myth can lead to burnout, superficial engagement, and a dilution of the brand’s authenticity. 1 high quality post a week is better than low quality mediocre content daily.
8. Myth: You Need to Share Your Deepest Secrets to Build a Personal Brand
This myth suggests that the more personal and revealing the content, the stronger the connection you’ll build with your audience. Shock value content has definitely taken over the TikTok feeds because of this myth. However, this belief oversimplifies the dynamics of personal branding and can lead to unnecessary discomfort or even exploitation of personal experiences.
it is essential to distinguish between authentic sharing and oversharing. Vulnerability, as explored by researchers like Brené Brown, is about "being open and honest while maintaining a sense of control over what you reveal. It fosters genuine connections when it is shared intentionally and thoughtfully." On the other hand, sharing too much too soon can overwhelm both you and your audience, detracting from the authentic connections you aim to cultivate. Establishing boundaries is crucial when it comes to personal branding. Just as a well-crafted narrative requires structure, so does the sharing of personal experiences. Personal branding is about curating a narrative that reflects who you are while also considering your audience's comfort levels.
9. Myth: Building a Personal Brand Is Expensive and Time-Consuming
The myth that personal branding is inherently expensive often stems from the visibility of high-profile individuals and influencers who invest significant resources (and paid ads) into their branding efforts. These individuals frequently employ teams of marketing professionals, graphic designers, and social media strategists to curate polished images and content. However, it’s crucial to recognize that these cases represent the extreme end of the spectrum and do not reflect the reality for most people. Personal Brand agencies like The Brand Audit work with both CEOs at Enterprise companies with all the in-house resources - but also startup Founders that are just building their first products. I offer various services and packages that accommodate every step and every level. It's first about learning the foundation than then building in habit formation and steps into elevating your personal brand. Then prioritizing intentionality leveraging frameworks over frequency is crucial.
10. Myth: A Personal Brand Won’t Impact My Bottom Line
I tell all my clients visibility turns reality into potential. Personal brand can lead to increased visibility, credibility, and influence, all of which can directly impact your financial success. Executive social media isn't just a trend. It's the future. If you don't consistently build a social media presence - you risk losing market share to those that do. 71% of consumers are more likely to buy from a company if its CEO is active on social media (1).
Sources
1. 2024 Edelman Trust Barameter https://www.edelman.com/trust/2024/trust-barometer
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