When we hear the phrase “personal brand,” we usually think of influencers with a lot of followers, a polished look, and material that has been carefully chosen. You don’t need a big platform to develop a personal brand, though.
A clear, real personal brand makes even the simplest side job, like walking dogs, writing for money, selling handmade soap, or retailing old sneakers, more potent.
Your personal brand could be your best strength, especially when you’re just starting out.
Let’s talk about how to establish a strong personal brand around your side job, no matter how small it seems right now.
What Is a Personal Brand, and Why Should You Care?
People’s perception of you, especially at work, is what makes up your personal brand.
It’s more than just your logo, typography, or profile image. It is:
- The way you speak when you talk
- The ideals that show through in what you say and do
- How you make customers feel
- The story you tell and the mood you set
- What people say about you while you’re not there
Your product isn’t enough in a saturated market. People choose people. They buy from people they trust, like, or can relate to.
Chris Guillebeau talks about this in his book The $100 Startup: buyers don’t just want things; they want to connect.
And your brand is how you make that connection, even if you’re only selling banana bread or digital planners.
What Do You Want People to Know You For?
Answer this question before you post anything or change your Instagram bio:
What do I want people to think of when they think of me and my work?
Make it easy. Here are several examples:
- “Dog walker who is trustworthy, friendly, and really cares about pets”
- “Freelance writer who doesn’t mess around and always meets deadlines”
- “Creative baker who makes desserts that remind people of their childhoods”
- “Graphic designer who is down to earth and helps small businesses stand out”
These aren’t slogans. They are ideas that help you act online and in real life.
Once you know what you want people to think of you as, you can make sure that your hustle always shows that.
You Don’t Have to Be Everywhere; You Just Have to Be Consistent
You don’t have to learn how to use TikTok, LinkedIn, YouTube, and Twitter all at once. Trying to be everywhere is actually a quick way to get burned out.
Choose one or two channels where your audience is active and stick with them.
So that means:
- Use the same tone of voice in all of your emails and posts.
- Respond to comments and messages with the same energy.
- Use images that match the personality of your brand (fun, peaceful, bold, etc.).
- Tell tales that are in line with your values, not just your goods.
Trust comes from consistency, and loyalty comes from trust.
Show the Human Side of the Work
You could think that your side job isn’t big enough or serious enough to be “branded.” But your true narrative is what makes you stand out.
Here are some easy methods to make your brand more human:
- Tell others why you started — Was it to pay off bills? Did you learn something new? How to avoid burnout?
- Talk about what you’re learning; being open makes you feel more connected.
- Talk about your first five sales. They are worth celebrating.
- Include real individuals by posting consumer reviews, pictures, or tales (with permission).
Individuals don’t connect with businesses without faces; they connect with other individuals. Show that you are a person, not simply another merchant.
Keep Your Look — Not Hard to Understand
You don’t need a $1,000 logo or a professional photography to look put together. You just need to see clearly.
This is how to make things easy:
- Pick two colors for your brand and stay with them.
- Choose one or two typefaces that you use all the time (free fonts are wonderful).
- A clear profile picture that looks like you (smiling helps a lot).
- Make some templates for social media posts or tales that you can use again.
You don’t need to know anything about design to do any of this. Canva, Adobe Express, and even Google Slides can help.
Talk to the People You Want to Reach
A strong personal brand is never just about you; it’s also about how you help others.
Write down who your perfect customer is, and then ask:
- What do they care about?
- What do they dislike about other companies in your field?
- What tone or style makes them feel like you see and hear them?
- What kind of information would really help them?
Then utilize your brand to prove that you understand them. That’s how you build trust.
Even if you run a business by yourself, your clients will feel like they are dealing with a brand that gets them.
Stay True to Yourself; It’s the Best Way to Grow
You might act like someone else online if you feel like you have to sound “professional” or look “big.”
But pretending to be someone you’re not is tiring and obvious. People can see.
Instead, focus on what makes you special:
- Let your writing show that you’re funny.
- If you’re calm and warm, make your brand about giving people peace of mind.
- If you are thorough and exact, utilize it to your advantage.
Being real isn’t a strategy. It will be useful for a long time. And when your business expands, being yourself will make everything easier, from making content to dealing with customers.
Let Your Brand Change as You Do
Your personal brand might change. You will flourish as your side business increases. It’s all part of the journey: new interests, new offers, and new audiences.
What important is that you stay focused.
Check in with yourself often:
- Does your brand still show who you are now?
- Are you getting the customers you want to work with?
- Do you like how you look?
If not, make some changes. Brands change throughout time, and strong brands do it on purpose.
You Don’t Have to Be Big to Be Remembered
You don’t need a lot of followers or a viral moment to make a personal brand that counts.
You only need:
- Knowing what you believe in
- How you turn up should always be the same
- A desire to show the human side of your work
- A real desire to help the people who find you
Your hustle could be easy, but your effect doesn’t have to be.
In a world full of noise, being honest, thoughtful, and consistent might be the best way to do business.