Forget What You’ve Heard: Personal Branding Isn’t About Self-Promotion

The phrase “personal branding” often comes with baggage.

A friend of mine is starting a new business. I would have no idea because they haven’t talked about it very publicly. Surprisingly, I heard about it from their significant other before I heard about it from them!

If no one knows you are in business, it’s going to be hard to find clients.

But telling people about “yourself” and the business you are building comes with a lot of baggage. We don’t naturally like to talk about ourselves for fear of being too self-absorbed or egotistical.

For years, we’ve been told that building a personal brand means self-promotion—posting constantly, curating the perfect image, and essentially becoming a marketing machine. But what if there was a better, simpler way?

The truth is, personal branding isn’t about shouting louder than everyone else. It’s about alignment. It’s about showing up consistently and authentically in a way that feels natural to you. You don’t have to hustle to the point of burnout or follow a one-size-fits-all formula. Instead, your personal brand can thrive by leaning into your strengths and choosing the simplest, most sustainable approach.

Here’s the new method: Forget the clichés, and build your brand based on who you are and the simple actions that align with your personality.

We’ve identified ⭐ three distinct personal brand types ⭐to help you cut through the noise and create a brand that works for you.

The #1 Myth in Personal Branding…

“You Have to Constantly Promote Yourself”

For years, the loudest voices in personal branding have pushed the idea that you need to post daily, be active on every social media platform, and endlessly promote yourself to stay relevant. But let’s face it—that approach is exhausting, unsustainable, and often inauthentic.

The reality is that personal branding isn’t about broadcasting. It’s about aligning your actions with your strengths and focusing on the things that truly matter to you and your audience.

Here’s the alternative: Instead of trying to do everything, focus on doing the right things based on your natural tendencies. By identifying your personal brand type, you can simplify your strategy and build your brand with ease.

The Three Personal Brand Types

Your personal brand type is your compass. It helps you determine where to focus your energy and how to build your brand in a way that feels effortless. Let’s break down the three types and their simple, actionable strategies.

1. The Builder

Who They Are: Action-oriented, practical, and results-driven. Builders prefer to let their work speak for itself. They value credibility and results over flashy self-promotion.
What They Dislike: Overhyping or overselling themselves. They find “bragging” uncomfortable and prefer to demonstrate their expertise through tangible outcomes.
Simple Action Plan:
Mantra:“Let your work do the talking.”

2. The Messenger

Who They Are: Communicative, engaging, and focused on connection. Messengers thrive on sharing their ideas and insights in a way that resonates with others. They prioritize relationships over numbers.
What They Dislike: Superficial or sales-driven content. They want to inspire and connect, not simply gain followers.
Simple Action Plan:
Mantra:“Speak to connect, not to impress.”

3. The Guide

Who They Are: Supportive, service-oriented, and value-driven. Guides excel at helping others achieve success and enjoy being a trusted resource.
What They Dislike: Overly self-centered branding. They believe the best way to build trust is by focusing on others rather than themselves.
Simple Action Plan:
Mantra:“Serve first, trust follows.”

How to Identify Your Personal Brand Type

If you’re not sure which type you are, ask yourself:

What feels most natural to me?
What’s my biggest frustration with personal branding?
What’s my ideal outcome for my personal brand?

If you’re ready to start 2025 with a clear vision and actionable goals, I’ve got something special for you.

➡️On January 8th at 12 noon Eastern, I’m hosting a free personal brand training designed to help you:

Define your key priorities for the year ahead.
Set meaningful goals that align with your brand’s mission and your audience’s needs.
Build a plan to stay consistent and achieve those goals.

Whether you’re just starting out or looking to take your personal brand to the next level, this training will give you the tools and strategies you need to succeed.

The Simpler, Smarter Way to Build Your Brand

Forget the hustle. Forget the pressure to be everywhere or do everything. By identifying your personal brand type, you can focus on what matters most and build a brand that aligns with who you are. Here’s why this approach works:

It’s Sustainable: You’re not forcing yourself into strategies that feel unnatural or exhausting.
It’s Authentic: You’re building a brand that reflects your strengths and values.
It’s Effective: By leaning into what you’re naturally good at, you create a brand that resonates deeply with your audience.

So, what’s your personal brand type? Are you a Builder, a Messenger, or a Guide?

Start focusing on the simple actions that align with your strengths, and watch your personal brand flourish.

😝Thanks for reading! Do you have any questions you’d like answered? Email me at brandon@brandsonbrands.com and let me know!

Talk soon,

Brandon Birkmeyer

Personal Branding Coach, Bestselling author of Front & Center Leadership