Your Personal Brand is Your Future

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Putting Unsung Heroes on the Map

Sam shared a standout example of how her agency helped a client in the scrap metal industry go from being virtually invisible to a recognized leader. This client had spent her entire adult life working in her family’s scrap business, yet had never received the recognition she deserved. She soon realized she wasn’t alone: many women were running scrap yards, managing offices, and handling complex trading, but their stories were left untold.

Sharing Real Stories

Samantha’s team encouraged the client to start sharing her daily experiences, behind-the-scenes moments, and the realities of her work. By openly talking about her journey, challenges, and expertise, she not only gained visibility but also inspired others in the industry to step forward.

This honest storytelling sparked a movement. What started as one person sharing her story quickly grew into a community—complete with conferences, meetups, and hundreds of engaged participants. The client’s newfound confidence and willingness to own her story led to industry awards and global recognition, including being named one of the top leaders in recycling worldwide.

From Complexity to Connection

Sam met one of her clients, a medical device and cosmetics regulation expert, at a networking breakfast. While the client’s job is vital, it’s also extremely technical and admin-heavy, filled with regulations and compliance checks. Traditionally, this isn’t the type of content that grabs attention online.

Sam saw the client’s natural humor and personality as a major asset. Together, they stripped away the jargon and started creating short, funny videos demystifying popular products and debunking misleading marketing claims. Whether it’s the latest food supplement fad or the truth behind cosmetic ingredients, these videos made complex topics easy (and fun) to understand.

The impact was immediate and impressive:

• Business Growth: Just a few TikTok videos led to over £40,000 in new business.

• Industry Recognition: The client is now invited to speak on major stages about serious regulatory topics, proving that expertise delivered with personality stands out.

• Brand Differentiation: The “girly” branding and approachable style are unique in a typically dry industry, making her memorable and trusted.

Sam also runs her own podcast as a genuine space for learning, connection, and amplifying diverse voices. While some guests are clients, many are simply people with compelling stories or unique industry perspectives. “I’m inherently nosy,” Samantha laughs, “so I invite people on that I want to know more about. It’s a great way to learn, get free advice, and share those lessons with others.”

The show isn’t about showcasing only polished success stories. Instead, Sam encourages guests to talk about challenges, mistakes, and the less glamorous side of their journeys. “Personal branding doesn’t have to be this shiny, perfect version of yourself. We all learn more from the tough moments and how people overcame them.”

Biggest Personal Branding Mistakes

Sam didn’t hold back when asked about the most common pitfalls she sees online:

• Inauthenticity:
  “You see so many posts on LinkedIn that are just pure fluff—people pretending to be bigger than they are, copying others, or sharing exaggerated success stories. It’s easy to spot, and it turns people off.”

• Copycat Content:
  “Copying and pasting someone else’s words or ideas never works. If your online persona doesn’t match who you are in person, people will notice, and trust will evaporate.”

• Overselling and Overpolishing:
  “There’s a temptation to only show the best bits—those ‘I made £10k in a day’ posts or turning every personal event into a leadership lesson. But people crave realness, not rehearsed highlight reels.”

• Lack of Consistency:
  “If you’re not showing up as your real self speaking as you do in real life, your brand won’t resonate. Authenticity is the foundation of trust and lasting relationships.”

Time Saving AI

AI has changed the game for personal branding. Sam recommends using AI as a time-saving assistant, but with a twist:

• Train it to sound like you: Feed it your content e.g. podcasts, videos, blog posts, so it learns your tone and style.

• Use it for strategy: Ask AI to suggest content ideas or build a social media plan tailored to your goals and audience.

• Edit, don’t outsource: Let AI do the heavy lifting, but always add your personal touch to keep it authentic.

You and your Team

Personal branding isn’t just for entrepreneurs or influencers. Sam trains teams in all kinds of organizations, from estate agents to consultants, to help individuals showcase their expertise and passion.

• Visibility benefits everyone: When your team looks great online, it reflects positively on your whole organization—attracting top talent and building trust with clients.

• Don’t fear employee visibility: If your employees become well-known and even get poached, it’s a sign you’re building a great culture. “You don’t own them,” Samantha laughs. “It’s only a positive if your team looks brilliant online.”

How to Start

Sam’s advice for anyone looking to build their personal brand:

• Just start sharing: You don’t need fancy equipment or editing skills. Open a LinkedIn account and post about your work, your projects, and most importantly, why you care about what you do.

• Use video for connection: Video helps people see and hear you, building trust quickly.

• Interview yourself: Have a friend ask you questions on a recorded call, then share the best insights.

• Show your passion: Share the “why” behind your work. When you care, others will care too.

• Keep it real: Use tools like AI for editing, but don’t lose your authentic voice. People connect with the real you, not a polished façade.

Start Where You’re Comfortable

Sam emphasizes that personal branding isn’t about forcing yourself into uncomfortable formats. “You get to control how you’re presented to the world, and you can do it in a way that suits you,” she says. For introverts or those camera-shy, writing can be a powerful tool, whether it’s thoughtful LinkedIn posts, insightful articles, or even sharing photos or short written reflections.

Three things to consider when building your personal brand:

• What do you enjoy? If you hate video, don’t do it. If you love writing, start there. The best content is the kind you’ll actually create.

• Where is your audience? Choose the platform where your target audience spends time. For consultants, LinkedIn is ideal; for visual businesses, Instagram might be better.

• How can you add value? Make sure your content isn’t just about you, but helps or informs others. Personal branding is most powerful when it’s in service of your community, not just self-promotion.

Practice Makes Progress

It’s normal to feel self-conscious at first, but the more you share, the easier it becomes.

Most people are supportive and interested in learning from your experiences, not judging your imperfections. And remember: not every post will be seen by everyone, so don’t stress over occasional missteps.