The Newest Approach in Personal Branding: Being Unapologetically You
The new era of personal branding celebrates individuality, values honesty, and embraces imperfections.
The traditional rules of personal branding — polished, curated, and often overly professional are giving way to a fresh, raw, and authentic approach.
The new era of personal branding celebrates individuality, values honesty, and embraces imperfections.
This guide explores how to build a personal brand that is unapologetically you, with actionable insights and expanded focus areas for each strategy.
1. Embrace Your Unique Story
Your journey is your differentiator. Authentic personal branding starts with owning your unique story.
Why It Matters:
Your story adds depth and context to your brand. Audiences connect with experiences, not generic résumés.
Steps to Take:
- Reflect on your life’s turning points — failures, victories, and lessons — and how they shaped your current path.
- Incorporate these stories into your content, speeches, and interviews.
Example:
Sophia Amoruso, founder of Nasty Gal and author of #GIRLBOSS, openly shares her journey from being a broke dropout to building a multimillion-dollar company.
Where to Showcase:
- LinkedIn articles, newsletters, and social media posts.
- Keynote speeches or webinars that focus on your journey, not just your results.
Additional Layer:
Create a “Life Lessons” content series to highlight insights from each chapter of your story.
2. Showcase Vulnerability as Strength
In a world saturated with polished content, vulnerability sets you apart.
Why It Matters:
Vulnerability fosters trust and relatability. People resonate with leaders who aren’t afraid to admit their humanity.
Steps to Take:
- Share moments of doubt, setbacks, or challenges in your career and how you overcame them.
- Pair vulnerability with actionable takeaways to inspire your audience.
Example:
Brené Brown built her entire personal brand on vulnerability, earning her global recognition as an expert on leadership and connection.
Where to Showcase:
- Social media posts that highlight lessons from failures.
- Interviews or panel discussions where you reflect on personal growth moments.
Extra Dimension:
Host a “Lessons in Vulnerability” podcast or blog series to normalize challenges in your industry.
3. Focus on Values Over Vanity
Your values, not your accolades, should be the foundation of your personal brand.
Why It Matters:
In a world that craves authenticity, leading with values builds deeper, more meaningful connections.
Steps to Take:
- Identify your core values — what truly matters to you, both personally and professionally.
- Align your content, collaborations, and projects with these values.
Example:
Patagonia founder Yvon Chouinard emphasizes sustainability in his brand, even donating company profits to environmental causes, reinforcing his personal and professional values.
Where to Showcase:
- Brand mission statements on social media or your personal website.
- Posts highlighting causes or initiatives you support.
Add-On:
Create value-driven collaborations, such as partnerships with organizations aligned with your mission.
4. Be Consistently Imperfect
Perfect brands feel unattainable. Imperfect brands feel human.
Why It Matters:
Imperfection makes you relatable and memorable.
Steps to Take:
- Share behind-the-scenes moments, unpolished ideas, or real-time experiments.
- Talk about ongoing struggles, like work-life balance or learning a new skill.
Example:
Gary Vaynerchuk often shares videos of himself working, brainstorming, or even messing up, showing his followers the raw, unfiltered side of entrepreneurship.
Where to Showcase:
- Instagram Stories or Twitter threads documenting your daily life.
- Blog posts about projects that didn’t go as planned but taught you valuable lessons.
Interactive Element:
Encourage your audience to share their own imperfect moments, fostering a sense of community.
5. Celebrate Individuality, Not Trends
Stop mimicking others and start celebrating what makes you, you.
Why It Matters:
Following trends dilutes your identity. Unapologetically owning your quirks makes you unforgettable.
Steps to Take:
- Identify your unique traits — be it your sense of humor, unconventional thinking, or bold style — and amplify them.
- Avoid conforming to trends that don’t align with your personality.
Example:
Billie Eilish built her personal brand around her individuality, from her oversized fashion choices to her candid discussions on mental health.
Where to Showcase:
- Content series highlighting “What Makes Me Different.”
- Visual branding, such as unique fonts, colors, or photography styles that reflect your personality.
Extra Layer:
Create a signature move or phrase that reinforces your individuality, like Elon Musk’s eccentric Twitter presence.
6. Engage in Meaningful Conversations
Unapologetic brands are built through dialogue, not monologues.
Why It Matters:
Genuine engagement builds trust and credibility.
Steps to Take:
- Respond thoughtfully to comments on your posts, even if they’re critical.
- Start or join discussions on topics that matter to you, showcasing both your expertise and willingness to learn.
Example:
Barack Obama uses social media not only to share his opinions but also to uplift others’ voices and engage in meaningful debates.
Where to Showcase:
- LinkedIn discussions, Twitter Spaces, or Instagram Q&As.
- Collaborative posts or articles with experts in your field.
Bonus Content:
Host live “Ask Me Anything” sessions to directly engage with your audience.
7. Own Your Flaws
Flaws are an integral part of authenticity. Acknowledge them instead of hiding them.
Why It Matters:
Owning your flaws disarms criticism and shows self-awareness.
Steps to Take:
- Reflect on personal or professional weaknesses and how you’re working to improve.
- Share self-deprecating anecdotes that highlight your growth mindset.
Example:
Actor Dwayne “The Rock” Johnson frequently jokes about his past mistakes and shares how they helped shape his career.
Where to Showcase:
- Personal blog posts or podcasts focusing on growth and self-reflection.
- Humorous social media posts acknowledging your imperfections.
Interactive Element:
Invite your audience to share their own struggles and lessons learned.
8. Redefine Success on Your Terms
Success isn’t one-size-fits-all. Define and share what it means to you.
Why It Matters:
Your definition of success sets the tone for your personal brand.
Steps to Take:
- Share stories of unconventional wins, like achieving work-life balance or finding fulfillment outside of traditional metrics.
- Use your platform to challenge outdated success paradigms in your industry.
Example:
Author Elizabeth Gilbert redefined success after stepping away from the pressure of writing another bestseller, instead focusing on what brought her joy.
Where to Showcase:
- Articles or speeches about your personal definition of success.
- Social media posts celebrating small wins.
Call to Action:
Encourage your audience to redefine success in ways that align with their values.
9. Lead With Transparency
Unapologetic brands are open books. Share not only your successes but also your decision-making process.
Why It Matters:
Transparency builds trust and positions you as a credible leader.
Steps to Take:
- Share the reasoning behind key decisions, whether personal or professional.
- Discuss the challenges of balancing transparency with privacy.
Example:
Patagonia openly shares its financial statements and environmental impact reports, earning trust and loyalty.
Where to Showcase:
- Blog posts or videos explaining key decisions or pivots in your career.
- Social media posts detailing lessons from major transitions.
10. Make Your Audience Part of the Journey
Unapologetic personal brands aren’t just about you — they’re about the people you impact.
Why It Matters:
Inviting your audience into your story creates a community, not just followers.
Steps to Take:
- Share audience stories or testimonials that showcase how your brand has inspired or helped them.
- Crowdsource ideas or feedback to make your audience feel involved.
Example:
Brene Brown regularly features audience stories in her talks and writings, building a strong, loyal community.
Where to Showcase:
- User-generated content campaigns.
- Collaborative projects like open Q&A sessions or live discussions.
