The Difference Between a Good Personal Brand and a Bad Personal Brand:
Who Is It Really About?
In a world where personal branding has become the backbone of success in business, coaching, and entrepreneurship, there’s a fine line between a brand that attracts and one that repels. The key distinction? Whether the brand is all about the person behind it—or the clients they serve.
Let’s break down the difference between a good personal brand and a bad personal brand, and why shifting the focus can be the key to success.
A Bad Personal Brand: All About ME
A bad personal brand often revolves around the individual behind it. It’s centered on their achievements, their expertise, their story—without ever truly connecting it to the client’s needs. Here’s what it looks like:
🚨 Endless self-promotion: Every post, email, or interaction is about how great they are, how much they’ve accomplished, and why people should admire them.
🚨 No clear value for the audience: The messaging lacks clarity on what the client actually gets from working with them. It’s all about personal accolades rather than tangible transformations.
🚨 Feels like a pedestal, not a bridge: Instead of making potential clients feel seen and understood, it creates distance. It feels like watching someone from afar rather than being invited into a journey of transformation.
🚨 Doesn’t create trust: If the only focus is "look at me," the audience may feel inspired but not necessarily connected. Without genuine engagement, trust isn’t built, making it harder to convert followers into clients.
🚨 Messaging lacks relatability: A bad personal brand often speaks in a way that makes the expert sound unapproachable or unattainable, rather than someone who understands the client’s journey.
A Good Personal Brand: All About YOU (The Client)
A strong, client-centered personal brand shifts the focus away from the business owner and onto the transformation their audience desires. This approach creates connection, trust, and ultimately, success. Here’s what it looks like:
✅ The client is the hero: The messaging speaks directly to the audience’s struggles, desires, and aspirations. It’s crafted in a way that makes the client feel understood, seen, and supported.
✅ Transformation over credentials: Instead of focusing on achievements and titles, a good personal brand highlights the impact the work has on the client’s life.
✅ Empathy-driven content: The brand communicates with emotion and relatability, showing potential clients that they are not alone and that change is possible.
✅ Educational and valuable insights: Instead of just talking about what they do, a strong brand shares helpful tips, mindset shifts, and frameworks that empower the audience—even before they buy.
✅ Authenticity and storytelling: A good personal brand still tells a personal story—but not in a way that puts the spotlight solely on the expert. Instead, it ties personal experiences to lessons, creating resonance with the client’s own journey.
✅ Engagement and conversation: Instead of speaking at the audience, a strong brand invites discussion, asks questions, and makes the audience feel included.
Making the Shift: From ME to YOU
If you’re building a personal brand, ask yourself:
Is my messaging centered around me, or am I addressing my audience’s struggles and desires?
Do my clients see themselves in my story, or does it feel like I’m just talking about my own success?
Am I offering real value and transformation, or just showcasing my achievements?
Does my content invite engagement, or is it just a one-way broadcast?
Would my audience feel seen, heard, and inspired by my brand, or just impressed?
Making your brand more client-centered doesn’t mean erasing your personal story. It means using it strategically—to inspire, guide, and empower the people who need your expertise the most.
Final Thoughts: The Best Personal Brands Serve First
At the heart of every great personal brand is a simple truth: People don’t buy you, they buy the transformation they believe you can help them achieve. When you shift from a me-focused brand to a you-focused brand, everything changes—your engagement grows, trust deepens, and business flows with more ease.
So, the next time you show up for your audience, ask yourself: Is this about me, or is it about them? The answer will determine whether your brand attracts or repels the very people you’re meant to serve.
See the difference?
One builds a monument to themselves. The other creates a mirror where you can see your own potential.
This is why my approach is different. When we work together:
We focus on your unique challenges and aspirations
We uncover what's really holding you back
We create solutions tailored to your journey
We celebrate your breakthroughs and transformations
Because a truly powerful personal brand isn't about showcasing greatness - it's about helping others discover their own greatness.
Your dreams matter. Your challenges matter. Your transformation matters.
Ready to explore what's possible for you?
Apply for your Strategy Call here
Or read our related article: Authentic Branding Secrets: Stop Chasing the Vibe and Unleash Your True Power
