Why Being a Specialist Beats Being a Generalist in Personal Branding.
- Jerry Jose
- Jun 24
- 3 min read
In today’s attention economy, building a personal brand is no longer optional, it’s essential.
However, a crucial strategic choice can determine the success of your brand: should you focus on becoming a specialist or a generalist?
Many professionals start their journey trying to be a little bit of everything. They share tips on leadership, marketing, productivity, AI, mindset, and career growth, hoping that the breadth of topics will appeal to more people.
I did the same. And I learned the hard way: if you're known for everything, you're remembered for nothing.
The Case for Specialization
LinkedIn is a crowded platform. Over 1 billion members use it globally, and more than 16 million posts are shared every day.
In that sea of content, being a specialist gives you a signal that cuts through the noise.
According to Edelman's Trust Barometer, 63% of people trust content from a subject-matter expert more than from a general company brand.
Why? Clarity fosters trust. And trust builds influence.
When people know exactly what you stand for, they know when to come to you, tag you, refer you—or hire you.
What Happens When You're a Generalist?
Here’s what being a generalist often leads to:
Unclear positioning
Inconsistent engagement
Confused audience
Slower follower growth
Fewer inbound opportunities
You may be posting great content, but if your audience can’t summarize what you do in one sentence, your personal brand is already losing traction.
In marketing terms, you're failing the "category entry point" test, the mental shortcut people use to recall brands during decision-making.
Specialists Win on LinkedIn: Real-World Examples
Think of the creators you follow on LinkedIn. It is likely that they are recognized for one main area of expertise:
Justin Welsh → solopreneurship + content strategy
Katelyn Bourgoin → customer research + buyer psychology
Ash Rathod → personal branding for corporate professionals
Kevin Dorsey (KD) → B2B sales leadership
Their personal brand started with one niche. That’s what earned them trust. Once they established authority, they gained permission to expand.
The Power of Owning a Niche
Niching down doesn’t mean narrowing your potential. It entails refining your message.
Here's what happens when you specialize:
✅ You become top-of-mind for a specific topic
✅ You attract highly relevant followers
✅ You generate inbound leads, invites, and referrals
✅ You create better content faster because your focus is clear
✅ You build authority and influence in less time
A helpful framework:
“Be specific to be terrific.” If someone can summarize what you do in one sentence—congrats, you’ve nailed your niche.
Still Not Sure What to Specialize In?
Here are three questions to help you narrow it down:
Which topics do individuals frequently seek your guidance on?
What challenge can you solve better than most?
What are you passionate enough to create 100 posts about?
Finding a balance between your expertise, your audience's needs, and your sustained interest is crucial.
You don’t have to be an expert in everything. You just need to be trusted in something.
Because in the end, people follow
The AI expert
The career coach
The branding strategist
The sales leader
Not the “person who posts about random professional stuff.”
Clarity is Your Competitive Advantage
Generalists blend in. Specialists stand out.
Pick a niche. Build trust. Then grow from there.
The goal isn’t to be everywhere. The goal is to be remembered.
So, what’s the one thing you want to be known for?
Start there. Build from there. And let the compound effect of focus fuel your personal brand.
Want help figuring out your niche and building your personal brand on LinkedIn?
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