Stop Personal Marketing. Start Building a Brand.
Nov 07, 2026
Stop Personal Marketing. Start Building a Brand.
I think we've confused two very different things.
Personal marketing and personal branding.
And it's a distinction that matters more than ever.
Because somewhere along the way, building a personal brand seems to have become synonymous with creating content.
Post more.
Become more visible.
Grow your following.
Increase your engagement.
Build an audience.
And while there's nothing inherently wrong with any of those things, I think we're overlooking something fundamental.
Being visible doesn't automatically mean you're building a valuable brand.
Marketing gets you noticed. Branding gives people something to remember.
Think about the brands you genuinely trust.
Not just the ones you recognise.
The ones you believe in.
The ones you return to.
The ones you recommend.
Your relationship with those brands isn't built entirely on how often you see their advertising.
It's built on what they represent, the experiences you've had with them and the associations you've developed over time.
And I believe the same principle applies to people.
Your personal marketing might introduce you to someone.
But your personal brand is what remains when the marketing stops.
It's what people think of when they hear your name.
What they trust you to deliver.
What they believe you stand for.
And why they might choose you over someone else.
The problem with starting with visibility
I see people spending enormous amounts of time trying to become more visible before they've really understood what they want to become known for.
They've developed a content strategy.
But not necessarily a personal brand strategy.
They know where they want to post.
But haven't always considered what they want to represent.
They understand how to attract attention.
But not necessarily how to turn that attention into meaningful trust.
And that's where I think we need to change the conversation.
Because your brand shouldn't begin with a content calendar.
It should begin with your identity.
Identity before visibility
What experiences have shaped you?
What do you believe?
What makes your perspective distinctive?
What are your strengths?
What do you want people to associate with your name?
And perhaps most importantly, who are you becoming?
These are the questions that should inform your personal brand.
Only then does marketing become truly useful.
Because marketing can amplify what you've built.
But it can't substitute for understanding who you are.
In my latest LinkedIn article, I explore why we need to stop treating personal branding as simply another form of self-promotion, and why building something meaningful requires a different starting point.
READ THE FULL ARTICLE ON LINKEDIN →
About Marc Maley
Marc Maley is an international personal brand identity strategist, storytelling expert and founder of My Brand Academy. He works with global stars, sports personalities, creators, talent, founders, CEOs and senior leaders to help them understand who they are, discover what makes them distinctive and build influential personal brands.
Drawing on more than a decade of experience working with international brands and individuals, Marc specialises in Identity Intelligence, personal brand strategy, leadership positioning and storytelling, helping people turn their experiences, strengths and perspectives into meaningful opportunities.
His philosophy: Understand who you are. Build who you become.