The #1 Mistake People Make with Personal Branding (And How to Fix It)

I remember clearly the first time I tried to build my personal brand. Like many of us, I was inspired by success stories I'd seen online. People who seemingly overnight became authorities in their fields, enjoying thriving communities and booming businesses. I thought, "How hard could it be?"

I started enthusiastically posting tips, tricks, insights, and motivational quotes. I shared lists, infographics, and even recycled content from industry leaders, convinced this was what "value" looked like. Yet, despite the steady stream of posts, my engagement remained stubbornly low. I was baffled.

Then, one evening, I posted something different, a personal story about my struggles with impostor syndrome, a genuine reflection on how tough it was to put myself out there. The reaction was immediate. Comments flooded in, messages of support appeared, and followers I hadn't seen in months suddenly re-engaged.

That was the moment I realised my big mistake, the same mistake almost everyone makes when starting their personal branding journey: thinking personal branding is just about sharing valuable tips, rather than about building emotional connections.

Why Most Personal Brands Fail to Connect

The biggest misconception about personal branding is believing it's all about knowledge. New creators dive into content marketing armed with the assumption that their success depends solely on their ability to share valuable information.

While tips, insights, and hacks are important, they aren’t enough. Today, there's no shortage of free information. Your audience can Google "how to build a LinkedIn profile" or "how to use storytelling in marketing" and find thousands of guides instantly. Purely informational content is everywhere, and frankly, it's becoming white noise.

The Real Reason People Follow You

What your audience truly craves isn't just information, they crave connection. People don't follow your personal brand just to learn something new; they follow to feel understood, seen, and connected to a real human story. Your audience wants authenticity, relatability, and emotional resonance.

Think about the personal brands you admire the most. Alex Hormozi doesn't just talk about scaling businesses; he shares raw stories of losing everything and bouncing back. Justin Welsh doesn’t only teach LinkedIn strategies; he openly discusses his past struggles with burnout and mental health. Codie Sanchez isn't just a business guru; she consistently gives an unfiltered view of the trials and triumphs of entrepreneurship.

How to Avoid This Mistake (and Do Personal Branding Right)

To truly connect and build a memorable personal brand, you need to shift from information-focused content to connection-driven content. Here's exactly how:

Step 1: Embrace Vulnerability

People connect deeply with authenticity. Sharing your vulnerabilities, mistakes, and lessons learned isn't weakness, it's strength. It creates trust and relatability. When I shared my struggle with impostor syndrome, my audience felt an immediate emotional connection because it reflected their own insecurities and experiences.

Real-world example:

• Instead of: "5 Tips to Improve Productivity"

• Share: "How I Overcame Burnout After Working Myself into Hospital"

Your audience will resonate far more deeply with genuine stories of struggle and resilience than with yet another productivity hack.

Step 2: Make Your Audience the Hero

Most personal branding efforts fail because creators place themselves as the hero of every story. The most effective approach is positioning your audience as the hero, and yourself as the helpful guide.

Real-world example:

• Instead of: "How I Built My First Six-Figure Business"

• Share: "How You Can Build Your First Six-Figure Business (The Mistakes I Made So You Don’t Have To)"

This simple shift from "me" to "you" dramatically changes engagement, making your audience feel empowered, rather than merely observing someone else's success.

Step 3: Consistency is More Important Than Frequency

Another huge mistake is thinking quantity trumps quality. Posting constantly without depth creates noise rather than meaningful engagement. Your goal is to build relationships through meaningful interactions, not to broadcast at maximum volume.

Real-world example:

• Instead of posting daily short tips, post fewer but more meaningful pieces that genuinely move people to comment, share, or message you directly. Engage deeply in conversations and become genuinely involved in your community.

Bringing It All Together: From Knowledge to Connection

Remember, your personal brand isn't about proving you're the smartest person in the room, it's about proving you're the most relatable. Your audience already expects you to be knowledgeable; what sets you apart is your willingness to show your human side.

Start shifting your mindset today:

• Prioritise emotional storytelling.

• Embrace vulnerability to build trust.

• Consistently focus on making your audience the hero.

When I changed my personal branding strategy from information-driven to connection-driven, everything transformed. Engagement increased, my community grew, and opportunities opened in ways I'd never imagined.

You can achieve the same. Stop trying to impress everyone with what you know, and start connecting with how deeply you understand your audience's struggles and aspirations. That’s the secret that transforms ordinary personal brands into extraordinary ones.

Your Next Move

Right now, take a few minutes and think:

• What's one vulnerable story you can share?

• How can you shift your content from "I" to "You"?

• What's one meaningful piece of content you can create this week?

Implement these immediately, and watch as your personal brand transforms from forgettable to unforgettable.