For years, we’ve been sold the idea that ‘building’ a personal brand is the key to career success. But the truth is your brand isn’t something you build — it’s something you own.

Many think building a personal brand is creating something from scratch — logos, curated social feeds, the perfect LinkedIn bio. But in reality, your presence, your brand, already exists.

Why? Because people already perceive you a certain way. Instead of “building” something artificial or believing that you have to change, it’s more about owning, shaping, and being intentional about how you show up in the spaces that matter.

I like to think of it as Personal Brand Ownership. You already have your brand; now it’s about taking ownership of how it’s perceived. And look past social media as the only platform to build your personal brand.

The Problem with ‘Building’ a Personal Brand

The idea that you must ‘build’ a personal brand suggests that you need to manufacture something to be seen as credible or successful.

The good news is that your reputation and presence (digital and in-person) are already shaping how others perceive you. Instead of trying to construct an artificial version of yourself, the key is to own, refine, and amplify what’s already there.

Another problem I have with personal branding today is that it often feels limited to the online world. Whether it’s LinkedIn, Instagram, or Medium, these platforms are just one piece of personal brand ownership — not the whole picture. Yet, I see so many professionals pour their energy into these spaces, believing their brand lives and dies by their engagement metrics.

But really, we have very little ownership over our presence on these platforms. We are constantly competing with algorithms, shifting trends, and pay-to-play models that dictate who sees our content. One platform update, one policy change, and everything you’ve built can become irrelevant overnight. Sorry, too soon?

Instead of relying solely on social media, personal brand ownership requires a broader approach — one that includes real-world presence, direct connections, and assets that truly belong to you. Your website, your newsletter, your community, your voice in the rooms you step into — these elements of ownership give you lasting influence.

Personal Brand Ownership: A Different Approach

Rather than obsessing over visibility and aesthetics, focus on being intentional about how you show up from a 360 point of view. Here’s what that looks like:

1. Define Your Story

This story is totally within your control. If you’re struggling with what to speak about, ask yourself:

• What’s the one thing people always come to me for?
• What problem do you solve for others?

2. Use Social Media with Intention, Not Dependence

Pick a platform that serves you, not the other way around. Be strategic. I always suggest focusing on one and doing that really well.

3. Venture Away from Your Desk

Opportunities don’t just come from posting online. They also come from strategic networking and unexpected events. Venture out of your industry a little. You’ll be surprised to see what comes of it.

4.Online but offline.

Invite your community into your ‘home’. Use newsletters, your website and events to build direct and personal relationships.

5.Dressed for Success

This is such an overlooked element when it comes to personal branding, but it is so important (and fun!). Think of it as “what speaks before you do”. How can you express yourself through what you wear?

The Future: Owning Your Presence

Are we going backwards? I’m seeing a shift away from personal branding that relies so heavily on social media platforms and a return to what personal branding used to be. Maybe more formally known as PR only now, you are your own PR firm.

Building your personal brand is about real relationships, credibility, and meaningful visibility. Not one that only relies on algorithms. Think about the five elements of ownership in how you can use it to build your presence.

The question now is: What’s one step you can take today to own your presence? Maybe it’s defining your story, venturing outside of your offline comfort zone, or starting out on a platform that you control. Whatever it is, make it intentional and relevant to you and your work.

The key here is that you don’t have to be everywhere.

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