I joined Sabrina Chevannes on No Bullsh*t Talks to talk about what actually goes into building a personal brand that works. We covered the systems and strategies I’ve used as the personal brand strategist behind creators like Ali Abdaal and Chris Williamson, the difference between building an audience and generating leads, and what founders and creators often get wrong about personal branding.
We started with discussing how one email to Ali Abdaal led to my first opportunity in the creator space, how that relationship opened the door to working with Chris Williamson, and why enthusiasm, doing great work, and building trust have been far more valuable than chasing shortcuts or growth hacks. We also talked about how referrals and long-term relationships shaped the agency far more than any marketing strategy.
From there, we discussed one of the biggest mistakes founders make with content. I explained the difference between the audience path and the leads path. Creators build an audience first and then monetize it. Founders should start with their business objective and work backwards. The platforms, content, and strategy should all support that goal rather than copying what works for full-time creators.
We also talked about what makes a personal brand work. I walked through the effort-impact matrix we use at Amplify, the idea that the best content should be low effort and high impact for the individual creating it, whether that's a podcast because the conversations energize you, or a newsletter because writing is where you think best. Most business owners only need two to four hours a week once this is dialed in.
Finally, we discussed whether every founder needs to become a content creator. My view is that everyone already has a personal brand. The question is whether you're being intentional with it. For some businesses, content can become a powerful marketing asset. For others, it should support the business rather than become the business. Success is measured by whether your content helps you achieve the outcome you set out to achieve.
Watch here: YouTube
