I’m sitting at my table cutting up pieces of paper — literally making little bits of merch for myself — and it hits me:

How did I get here?

Like… I never thought I’d be “a personal brand guy.” That wasn’t on the roadmap. And yet, here I am. Writing. Building. Posting. Putting stuff out into the world that didn’t exist yesterday.

Why I’m Even Doing This

If I’m being honest… I don’t fully know. And I think that’s kind of the point.

It’s not about chasing traffic. It’s not about going viral. It’s not even really about “growing an audience” in the way people talk about it.

I just wanted a place to say what I think. Somewhere I don’t have to filter it through a company voice, wait for approval, or wonder if it fits into some bigger content calendar.

Just — “If I think it, I can post it.”

That alone is freeing. And maybe that’s the real reason most of us start: we just want somewhere that’s ours.

The Weird Part About Personal Branding

Personal branding sits in this strange spot. Is it part of your job? Is it your job? Is it something you carry with you no matter where you go?

I don’t think there’s a clean answer.

It’s kind of like your reputation… but online… and intentional. It doesn’t always transcend positions, but it does follow your career. It’s why you show up to things. Why you join organizations. Why you speak. Why you post.

It’s all connected. And over time, it starts to feel less like “a thing you’re building” and more like a reflection of how you think.

What Actually Matters (And What Doesn’t)

There’s a lot of noise around personal branding. A lot of “you need this” and “you have to do that.” Honestly… most of it is fluff.

Here’s what I’ve found actually matters:

1. What are you doing?
Not in a buzzword way. Like… what do you actually do? What do people come to you for?

2. What’s your angle?
What’s your take? Not the polished version — the real one.

3. Where are you showing up?
Pick your spots. You don’t need to be everywhere. Just be somewhere consistently.

4. What are you talking about — and why?
If you don’t care about it, it shows. If you do care, that shows too.

That’s it. Everything else — perfect aesthetics, perfect posting cadence, perfect anything — that’s where people get stuck. That’s the fluff.

The Embarrassment Factor (Nobody Talks About This Enough)

You’re going to feel dumb. Like… a lot.

You’ll post something and immediately think: “Why did I say it like that?” or “Who do I think I am?” or “Are people rolling their eyes at this?”

That feeling doesn’t really go away. You just get used to it.

And honestly, I think that’s a good sign. If you’re not a little embarrassed, you’re probably playing it too safe. The stuff that actually connects? It usually feels a little too real when you hit publish.

It’s Not About Being Perfect — It’s About Being Real

Some of the stuff I’ve written feels polished. Some of it feels like this — just talking. Both are fine.

The goal isn’t to sound like a brand. The goal is to sound like you.

Because at the end of the day, people don’t follow logos. They follow perspective. They follow honesty. They follow consistency. They follow someone who clearly gives a damn about what they’re saying.

The Thing That Actually Changed It for Me

I didn’t really start leaning into this until I read Expert Secrets by Russell Brunson. The idea that stuck with me was simple:

You don’t need to be the expert. You just need to be an expert to someone.

That changed everything. It takes the pressure off. You’re not trying to be the smartest person in the room — you’re just sharing what you know with people who don’t know it yet.

That’s the game.

So Yeah… This Is Me Doing That

Sitting at a table. Cutting paper. Making stuff that probably doesn’t make sense to everyone.

But it makes sense to me.

And if a few people see it and go “yeah… I get that” — then it’s worth it.

That’s personal branding. Not perfect. Not polished. Just real.