Stop Trying to Build a "Personal Brand" — Do This Instead
After leading a workshop at the Fast Company Innovation Festival, one idea landed harder than anything else I taught that day.
Kim Rittberg speaking at the Fast Company Innovation Festival on Thought Leadership & The Personal Brand
Forget "personal brand."
I know — that's a weird thing for a visibility expert to say. But hear me out.
Why "Personal Brand" Doesn't Work
When you tell someone to "build their personal brand," it feels heavy. Abstract. Like you're being asked to package yourself up like a flavored seltzer — pick a vibe, slap a label on it, and hope people buy.
That's not how humans actually communicate. And it's not how you're going to get people to trust you, hire you, or book you.
Here's the reframe that changed the room at Fast Company: stop thinking about your personal brand, and start sharing your professional perspective.
What "Professional Perspective" Actually Looks Like
This isn't just semantics — it changes what you post.
Instead of asking "what's my brand?" ask:
What trends am I noticing in my industry right now?
What are the misconceptions about my business or field that I could clear up?
What am I excited about this quarter?
What's a current event in my industry worth weighing in on?
People don't follow you to see reshared company updates or corporate press releases. They follow you because they want your take. A real person's perspective beats faceless corporate content every time — that's just how we're wired.
Hiding From the Camera Is Hiding From Clients
If you're on the fence about showing up on video, here's the part that tends to stop people in their tracks: hiding from the camera is hiding from clients.
Whether you're building your own business or trying to get noticed inside a company, video is how people find you now — the algorithm rewards it, and more importantly, it's how people actually get to know you. Skip it, and you're not just skipping a platform. You're skipping the people who might hire you, follow you, or book you to speak.
The One Thing to Do This Week
You don't need a full content calendar overhaul. Just start here: the next time you're about to post something, ask yourself — is this a professional perspective, or is this just company noise?
Share the trend. Share the take. Share the thing you're excited about. That's what builds trust — and it's a lot more sustainable than chasing a "brand."
Will you stop trying to build your ‘personal brand’ and instead share your perspective? Tell me in the comments!
Want the full breakdown? I go deeper on this — including my SEEN framework for thought leadership — in this episode of The Exit Interview:
Watch on YouTube: How to Be a Thought Leader in Non-Cringey Ways
Want the SEEN framework sent straight to you? Message me and I'll send it over.
Grab the Freebies!
✍️ What should you Make: Take the Quiz:
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Or we can hop on a call.
Kim Rittberg is a video and content strategist, media trainer, and host of the top 1% podcast The Exit Interview with Kim Rittberg. She helps authors, founders, and experts grow their visibility and business through video — without feeling fake or salesy.