Unlocking Competitive Advantage Through Personal Branding

“Personal branding is a load of rubbish.”

It is something I hear a lot, and I understand why. Building a personal brand just for the sake of it might get you a few followers, a brand deal, or some internet fame. But if you are thinking about it from a business perspective, personal branding is actually a serious advantage.

Inside my team, we do not focus on the term “personal brand” all that much. Instead, we talk about becoming a key person of influence in your industry. That shift in thinking makes a big difference.

Here is an example. Imagine two butchers who both sell great sausages, bacon, and everything in between. The products are equal, but one of them shows up online. You have seen where he sources his ingredients, how he treats his team, and you have even picked up tips on how to cook the perfect sausage. Who are you more likely to buy from? The one you know. The one you like. The one you trust.

That is the power of personal branding. Not because you want to be a TikTok star, but because it gives you an edge over competitors who are invisible.

When you combine that visibility with strong marketing, good advertising, consistent email outreach, strong SEO, a great website, and valuable video content, it becomes a real business advantage.

Yes, some people build a personal brand before they have a business to back it up. That is why it sometimes gets criticised. But if you already have a solid business, you would be missing a huge opportunity if you did not build your personal presence alongside it.

So no, personal branding is not a load of rubbish. It is about positioning yourself as someone worth listening to. Someone worth buying from. Someone people remember.

In simple terms, do not just think about building a personal brand. Think about becoming a trusted voice and a visible expert in your space.