If you’ve ever sat down to post and thought: “what the heck should I share for my personal brand?” you are not alone, I think we’ve all thought this at some point in our personal branding journeys, especially at the start when we’re getting them going.
The term personal branding gets thrown around constantly, but when it comes to the content itself, most people are left staring at a blank screen wondering if they should post a hot take, a work update, or that latte art shot from this morning ☕️ (I totally did this on my stories at lunch today).
Creating personal brand content isn’t about posting more, or getting a degree in marketing to do it. It’s about posting with purpose. And when you know how to create content that connects to your pillars, your message, your audience, and your goals, your personal brand grows with every post.
What Is Personal Brand Content?
Personal brand content is anything you share online that reflects who you are, what you stand for, and what you want to be known for. Easy right! So why do most people get it so wrong, or get so confused by it? They focus on the wrong thing…
It’s not about chasing vanity metrics like likes or follows. Sure, they feel nice, but they don’t necessarily move your career, business, or influence forward. What matters is whether your content is aligned with your bigger picture.
Think of it like this: every post should act as a little building block. Together, they tell your story, highlight your expertise, and connect you with the people you actually want to reach. When you stop posting for applause and start posting for alignment, that’s when your brand starts working harder for you.
Because there’s no point in getting an applause, if the people applauding aren’t even your ideal audience.
The 5 Types of Personal Brand Content You Actually Need
Let’s break it down even further for you. These five content ideas will keep your ideas flowing and your personal brand consistent:
- Your Story – Share personal experiences, lessons, and behind-the-scenes moments that show the human behind the brand. After all it is your personal brand!
- Your POV (Point of View) – Give your take on industry trends, current events, or big ideas. Thought leadership builds trust.
- Your Value – Share insights, tips, and how-to content. This positions you as the go-to in your space.
- Your Wins (and Wobbles) – Celebrate your milestones but also share the messy middle. Relatable over perfect (with the caveat that crying into your phones camera as a blubbering mess isn’t needed in order to do this).
- Your Invitations – Let people know how to engage with you, work with you, or join your community. Use your content to open conversations with your ideal audience.
Mixing these five will keep your content purposeful and confidence-led, without ever feeling boring or generic.
Aligning Content With Your Personal Brand Strategy
Before you hit publish, take a moment to check in with yourself. Does this post reflect the themes you want to be known for? Does it reinforce your main message? Will it connect with the people you actually want to reach? And most importantly, does it move you closer to your personal brand goals?
If the answer is yes, hit share. If it’s only about chasing quick engagement, pause. Your personal brand deserves more than vanity metrics, this is your reputation at stake.
Choosing the Right Content Formats
Once you’ve nailed the strategy, it’s time to play with formats. Personal brand content doesn’t have to look one way, in fact, variety keeps your audience engaged. Imagine yourself scrolling along on socials, every post is the same format, you switch off. What stops you in your tracks is when something different and interesting pops up. Keep your audience on their toes and give them some variety.
Think carousels to share thought leadership or break down big ideas, quotes or text-based posts to make your message pop in a scroll, images to bring your story to life, and of course, video for that human, real-time connection.
Obvs it depends on the platform and what you feel comfortable creating, but for most places like Instagram, Facebook, and LinkedIn, these formats work really well. The key is choosing the style that fits your message and feels natural for you.
And if you’re ready to level up with video, that’s where my favourite new tool comes in…
A Behind-the-Scenes Tool for Personal Brand Videos 🎥
Lately I’ve been experimenting with shorter video content and trying out a new teleprompter app called BIGVU.
Now, this isn’t an ad (I’m not affiliated with them… yet 😉), but it’s been a total game changer. Instead of fumbling through scripts or losing my train of thought mid recording, it keeps me on track, helps me deliver my key messages clearly, and I actually enjoy the process of filming.
The best part? It makes showing up on camera less intimidating and way more cohesive. And when your videos feel clear and confident, your personal brand feels the same way. If you’ve been wanting to amplify your presence with video content, BIGVU is definitely worth a try. Especially if you’re nervous about showing up on camera, or you’re new to video content. Give it a go and let me know how you get on with it.
The Takeaway
Personal brand content isn’t about performing for the algorithm, it’s about building trust, authority, and connection with the people who matter most.
When you post with purpose, align with your pillars, and give yourself the tools to show up consistently, your personal brand stops being a chore and starts being fun for you to create and unforgettable to your audience.
So next time you’re second-guessing what to post, remember this: post for your purpose, not for the applause.
Your message has power, let’s use it.
