The real reason your personal brand isn’t growing (and how to fix it)

31 May 2025 | Read time - 5 minutes | Issue #40

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Let’s have an honest conversation this week.

You’re trying to grow your personal brand on social media, but something feels stuck.

👉 You’re posting occasionally.
👉 You’re tweaking your bio.
👉 You’re engaging with others.

So, what’s missing?

"The problem isn't visibility. It's clarity."

 

You haven’t fully decided who you are online and what you want to be known for."

Until that decision is made, everything you do will feel like noise, not signal.

The Core of Every Powerful Personal Brand: Clarity of Identity

Think about the most influential people online — they all pass the “one-line test.”

You can describe them in one sentence:

“She simplifies marketing for solopreneurs.”

“He helps developers write clean code.”

“They talk about mental health without the fluff.”

Do you know your one-liner?

If not, that’s your starting point.

Here’s a simple framework I use with clients:

I help [who] with [what] so they can [result].

Examples:

“I help working professionals build a strong personal brand on LinkedIn so they can attract better career opportunities.”

“I help B2B founders create thought leadership content so they become category leaders.”

👉 Try writing yours. It’s harder than it looks — but once it’s clear, everything becomes easier.

The 4-Stage Journey to Building a Personal Brand on Social Media

Most creators give up because they expect results too early, usually in Stage 1.
 

Here’s how the journey really works:

Stage 1: Foundation (0–3 months)

• Define your niche, audience, and message

• Optimize your profile (photo, headline, about section)

• Post consistently, even if it’s not perfect

"This is the “cringe and publish” phase. Embrace it."

Stage 2: Visibility (3–6 months)

• Build a simple content system (3 content buckets)

• Engage with others in your niche

• Analyze what’s resonating, and double down

"Consistency + Conversations = Growth"

Stage 3: Authority (6–12 months)

• Launch long-form content: newsletters, carousels, LinkedIn Lives

• Start collaborations, podcasts, guest posts

• Introduce frameworks and original ideas

"You become known for something."

Stage 4: Influence (12+ months)

• You now have inbound DMs, speaking requests, client leads

• Your content gets shared without you tagging people

• You don’t just post — you shape conversations

​

"This is the reward for showing up when no one was clapping."

​

I’ve helped 100+ professionals grow online. Here are 5 truths most ignore:

🔥 You don’t need a content calendar. You need a content habit.
Start by writing down 3 thoughts per day in your Notes app. You'll never run out of ideas again.

🔥 Your story is your brand’s foundation.
The more personal you get, the more universal your message becomes. Don’t be afraid to share why you do what you do.

🔥 Engagement is a strategy, not a vanity metric.
Leave insightful comments. Share others’ work. It builds social capital.

🔥 Frameworks > Opinions.
Teach through clarity. Instead of saying, “Consistency is key,” show them how with your 3-post-per-week model.

🔥 Optimize for trust, not just followers.
Followers come and go. Trust stays. Trust converts.

Challenge of the Week:

Write your one-liner.
Then post it on LinkedIn with the caption:

“After months of figuring out my voice, this is what I want to be known for…”
Tag me. I’ll engage to help boost your visibility.