Brand identity
You're already a personal brand — whether you like it or not. Every email you send, every meeting, every LinkedIn profile tells a story about who you are and how you want to be seen. And that's precisely where it gets exciting: if you don't tell your story yourself, someone else will do it for you.
Building a personal brand starts with every point of contact. Every email you send. Every meeting. Every LinkedIn profile and every phone call. Everything tells a story about who you are as a personal brand and how you want to be seen. Or not seen at all. And that's precisely where it gets interesting. Because if you don't tell your story yourself, someone else will do it for you.
Many entrepreneurs still think of a personal brand as a quirky little logo or a polished profile photo in black and white with a coloured background. But a strong personal brand isn't a marketing trick. It's not a game you play for the likes.
It's making your essence visible. So that people feel: this person is genuine.
Over the past twenty years, I've helped countless entrepreneurs who got stuck somewhere. Not because they weren't good at their work. But because nobody knew that. They were experts in their field, but online they looked like a wet newspaper. Or worse: like everyone else.
They wanted more clients. More freedom. More turnover. But their brand was so bland that it disappeared into the grey mass of reliable partners, personal approach and flexible services.
You can shout all you like that you're distinctive, but if you don't show and make people feel it, nothing happens.
Because in a market where everyone broadcasts, only those who radiate something are remembered.
A personal brand starts with daring to choose
Many entrepreneurs find it difficult to position themselves because they don't want to exclude anyone. But it's precisely by addressing everyone that you ultimately don't truly reach anyone. By wanting to speak to everyone, their brand doesn't really resonate with anyone. You notice that in your content. In your conversations. On your website. There's all sorts of things, but nothing sticks. No vision. No hook. No feeling of: yes, this is for me.
A strong personal brand forces you to choose. Who are you? What drives you? Which values are non-negotiable for you? And what can clients expect from you?
That's scary. Because choosing also means not doing something. But it's also the only path to recognition. Because people don't recognise a grey mouse. They recognise a character.
You don't have to become a loudmouth. But you do have to show your colours. Even if those colours don't appeal to everyone. Especially then.
Because that's where your attractiveness lies.
The biggest pitfall is wanting to build a brand that fits everyone. But you're not building an IKEA cabinet. You're building an identity that's allowed to chafe, surprise and provoke. That's precisely what creates attraction.
Clients don't just buy a service. They buy trust. A feeling. A connection. And that doesn't arise in the safe middle ground, but at the edges of your own conviction.
One of the first questions I ask when I work with someone on their personal brand: what can you talk about endlessly without anyone needing to encourage you?
That's not a small talk question. That's gold.
Because that's where your energy lies. Your conviction. Your expertise. And that's what people remember. Nobody remembers that you're analytical. But they do remember that at birthday parties you spontaneously start drawing on napkins to explain an idea.
Show that. In your texts. In your images. In your voice. You don't have to play a role. The only thing you need to do is dare to be who you are. In a way that touches others.
Authenticity has become a buzzword. Everyone shouts it. Few do it.
Because truly being yourself requires courage. It also requires clarity. And that's often lacking. Not because you're stupid, but because you're too close to yourself. You no longer see your own strength because it feels so natural. And you quickly think: doesn't everyone do it that way? But that's precisely your advantage.
No. You do.
And that's where your advantage lies. But only when you dare to name it, claim it and communicate it does it become a brand. Until then, it's just... you. And that's a waste.
Visibility without substance is noise. But substance without visibility is a forgotten book in a crowded library.
The key lies in finding your form. It must fit like a good coat. Not pinch. Not sag. But fit exactly right.
→ That can be in text.
→ Or in image.
→ Or in the way you conduct conversations.
Everything starts with the core. Who are you? What drives you? And what do you want to mean?
And yes, that means you sometimes have to say goodbye to that safe, business jargon. And you must rid your website of terms like quality and bespoke.
A good example of how that works can be seen in the project I did for Alex van Ginneken. There we translated his vision into a brand that works in word, image and aura.
Not with a logo. Not with a moodboard. But with sharp positioning.
→ What is your niche?
→ Who are your ideal clients?
→ What do you really solve for them?
Only after that do we translate it into visibility. With a voice that suits you. Images that evoke something. And content that touches your target audience and makes them think.
No tricks. No one-size-fits-all. But a brand with character. A brand that works.
1. Choose your position.
Dare to determine what you stand for and what you don't stand for. Choose a niche and clients who suit you. Instead of wanting to be somewhat relevant to everyone.
2. Show your character.
Throw the safe jargon overboard. Show who you are, what drives you and what makes your approach unique. Not by being better, but by being honest.
3. Translate your story into word and image.
Ensure that everything you radiate. From your website to your LinkedIn profile. Everything must align with who you are. Use images, colours and language that emphasise your personality.
4. Don't start with a logo.
Start with sharp positioning. Know who you want to address, what you solve for them and why they should choose you. The design comes after that.
You don't have to put on a play. But you do need to dare to be present.
In a way that suits you. Without waffle. Without shouting. But with a clear message, a distinctive style and a story worth telling.
Because a strong personal brand isn't a coat you put on for LinkedIn. It's turning the inside out. And that only works if that inside is solid.
Building a personal brand is a process of choosing, showing and earning trust. Harvard Business Review confirms it: visible entrepreneurs with a clear story structurally win more trust. Read more about brand identity as a foundation.
Are you ready to take yourself seriously as a brand?
Do you want to build together a brand that's not only visible, but also tangible and recognisable to the right people?
On my page about personal branding you can read how I help you with that.
Because whilst the market may be crowded, there's always room for someone with character.
For you, then.
Written by
Peter van der SteegePeter van der Steege is a brand strategist, designer and AI director. He builds brands for entrepreneurs and writes about what makes brands strong, from strategy to the role of AI and humanity. He lives and works in Groningen.
