There’s a moment in our latest podcast episode that hits like a lightning bolt. Toby, co-host of the Brand You podcast, personal branding powerhouse, and the man behind one of the most likeable brands, says:
“When you finally stop trying to fit into someone else’s box, that’s when things start to click.”
And honestly? That’s the core of this week’s episode, and this blog.
Because Toby’s not just someone who talks about personal branding. He’s someone who’s lived it, the awkward starts, the second-guessing, the messy middle. And now, he’s built a brand (and a business) that not only reflects who he is, but invites other people to do the same.
From trying to perform, to choosing to connect.
Rewind a few years and Toby’s content didn’t look like it does today. It was polished, sure, he’s a professional photographer, he has standards for his work, but something felt off. Like he was showing up as a version of himself he thought people wanted, instead of the person he actually was.
That’s a trap a lot of us fall into, especially online. We follow the formulas. We mimic what seems to “work.” But eventually, that gets exhausting, and more importantly, it stops working to attract the kinds of people we want to do business/work/life with.
In the episode, Toby shares the moment that shift happened for him. The decision to delete half his content. To stop “playing the part.” And to start saying things that actually meant something, even if they weren’t always perfectly packaged.
What followed? A deeper connection with his audience. More engagement. Better clients. And most importantly? A brand that felt aligned.
Your message doesn’t need to be perfect. It just needs to be yours.
One of the biggest takeaways from this episode is how powerful it is to build a brand around your actual voice. Not the polished, market-ready version, but the one that’s rooted in your values, your opinions, your personality.
Toby didn’t start gaining traction because he suddenly “found his niche.” He started gaining traction because he stopped hiding.
Instead of trying to please everyone, he focused on speaking directly to the people he wanted to reach, the ambitious creators, founders, and rebels who were tired of vanilla copycat branding and ready to do things differently.
And the content that came from that shift? It wasn’t louder. It wasn’t slicker. It was simply more honest. More human. And that’s what makes it resonate.
The tactics behind the confidence.
While Toby’s story is personal, the strategies he shares are wildly useful, whether you’re building your own personal brand, growing a creative business, or just trying to show up more fully online.
Here are a few of the tactics he breaks down in the episode:
1. Share something real – not something “right.”
Forget trying to hit the algorithm sweet spot. Toby’s most impactful content comes from real experiences, not reheated takes. If it’s true to you, it’ll connect.
2. Create before you overthink.
You don’t need a content calendar to start showing up. Toby talks about the power of sharing ideas while they’re fresh, and how momentum matters more than polished perfection.
3. Prioritise connection over conversion.
This one’s big. Toby’s not trying to convince anyone to work with him, he’s building trust by being himself. The right people feel that, and they respond.
4. Stay human-first, always.
Your brand isn’t a persona. It’s a conversation. Toby’s content works because it feels like talking to a friend who gets it. No performative hype. No preaching. Just presence and a genuine connection with his audience.
This isn’t about becoming a brand. It’s about becoming yourself.
So many people think personal branding is about visibility, how many people are watching. But what Toby proves is that it’s really about authenticity, what those people are seeing.
And when you drop the act? That’s when things get magnetic.
Whether you’re at the start of your brand-building journey or knee-deep in a pivot, this episode is a reminder that you don’t have to mold yourself into someone else’s version of “professional.” You can build a brand, and a business, by simply being more you.
In a world full of content that sounds the same, your real voice is your biggest asset.
So here’s your permission slip: Say the thing. Share the story. Build the brand that actually feels like you.
Because that’s where the magic lives.
Ready to hear it all from Toby himself? Listen to the full episode:
S3E1 – Behind the Brand: How Toby Builds a Business by Being Himself Apple Podcasts
S3E1 – Behind the Brand: How Toby Builds a Business by Being Himself Spotify
And once you’ve listened: What part of Toby’s story hit home for you? What personal branding inspiration could you inject into your own strategy from Toby’s?
