Brand new you
Personal branding gets a bad reputation.
It sounds like something reserved for influencers or the Beckhams.
But the truth is, if we’re online, then we have a personal brand. It’s inescapable.
And it can be useful. Being able to show who we are and what we're about when we’re not physically there is highly convenient.
Perhaps this is a nicer and easier way to think about it
It’s not just about self-promotion - for advisers and planners, it’s about trust, credibility, and connection.
Your clients are buying you - your expertise, your approach, your way of explaining complex things in a way that makes sense to them. The problem is if you’re not actively shaping how people see you, they’ll either make assumptions or not notice you at all.
Having your ‘personal brand’ out there gives you a chance to define the message.
Some things worth considering:
Clarity beats complexity. Your LinkedIn bio isn’t a compliance document - ditch the jargon and tell people what you actually do for them.
Consistency builds trust. A sporadic, once-a-year post won’t make you memorable. Regular presence = credibility.
People connect with people. You don’t have to share your life story, but showing personality (even in small ways) makes you more approachable.
You don’t need to be everywhere, and you don’t need to post daily. But a strong personal brand helps make the decision to work with you and keep working with you easy.
And in a world where AI-generated content is everywhere, your voice, personality, and perspective are what sets you apart, so it’s worth trotting it out in even a vaguely strategic manner.
So tell me. Does personal branding feel natural to you, or does it still feel like marketing fluff? You can be honest!
Shameless plug
The final part of my ‘money story’ Don't look back in anger is out now and I'm about to leave for university.
Tooth or dare
US scientists have grown human-like teeth in the lab - harvesting cells from human wisdom teeth and pig jawbones. Patients could be fitted with lab-generated teeth within 20 years.
Going the extra mile
Runners taking part in a 10km race in Glasgow were sent the wrong way by a member of the public who impersonated a marshal and buried signs marking the correct route.
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