What the heck is a personal brand in 2025?

It seems like I have my own personal brand. I guess it’s something along the lines of “looks tired, drinks tea as if it’s their full-time job, and forgets to post on Instagram for months on end.” Acknowledging this makes me feel variously embarrassed, guilty, or defiant, depending on my mood. It also leads me to ponder: when did we collectively decide that being professional meant morphing into a walking, talking marketing campaign? The issue with personal branding isn’t its existence but the lack of clarity on what it truly entails nowadays. Is it your social media style, your voice, the filter on your selfies, the thoughts you share, or something entirely different?

Perhaps my confusion stems partly from my age. I recall the early 2000s, when having a personal brand meant having a basic website showcasing your work and maybe a carefully selected color scheme. Simpler times. Then came the rise of blogs, followed by Instagram, LinkedIn, Twitter, Instagram again, Stories, TikTok, Threads, and whatever new platform has emerged between me writing this and you reading it. Somewhere along this voyage, we were instructed to “narrow our focus,” “build an audience,” and “post content daily.” Suddenly, we weren’t just professionals doing our jobs; we became Content Creators™, with our work taking a back seat to how we present ourselves.

Now, we’re drained by the constant self-promotion. It’s no longer sufficient to simply do the work; we must be visible doing it, heard discussing it, and then consolidate those reflections into easily digestible, algorithm-friendly snippets. Frankly, it’s exhausting.

The current branding landscape is a chaotic mess. Creatives are bouncing between platforms like pinballs—Instagram, Threads, Substack, or nowhere at all—striving to stay ‘relevant’ while also earning a living. Many are attempting to maintain a consistent image across five or more platforms, each with its unique culture and unspoken rules. Instagram craves perfectly styled visuals, LinkedIn seeks ‘thought leadership,’ and TikTok demands a youthful dance routine combined with typography lessons.

One moment, we’re advised to be ‘authentic’; the next, we witness a decline in likes and followers. The algorithms that once rewarded regularity now seem to favor… who knows what this week? Engagement? Controversy? Being a billionaire with contentious views?

Amid this chaos, a silent revolution is unfolding. More creatives are embracing imperfection, chaos, and authenticity. They prioritize ‘process over polish’ and openly discuss failure alongside success. Newsletters are thriving as they bypass algorithms, niche communities are flourishing as people yearn for genuine connections, and real-life events and workshops are making a comeback because, as it turns out, humans enjoy human interaction.

In a world where everyone is striving to be a thought leader, perhaps the most radical move is simply… not. Some of the most intriguing creative work comes from individuals who share sporadically but thoughtfully and aren’t afraid to vanish for weeks to create something worth sharing.

So, do you truly need a personal brand? In my opinion, yes, but people have lost sight of what that truly entails. Your personal brand isn’t your logo, color scheme, or Instagram layout; it’s the body of work you produce, your problem-solving skills, communication style, and the clients and partners you choose to collaborate with. The most compelling personal brands feel unintentional because they’re individuals consistently being themselves over time, not contrived performances tailored to please algorithms.

In essence, your brand is more about being authentically you online consistently enough for people to recognize you’re present. It’s that simple. If I had to offer a redefined perspective on personal branding that doesn’t induce immediate eye rolls, it would be this: your personal brand encompasses your vibe, values, and voice.

Building a personal brand doesn’t have to be torturous. It involves showing up, sharing what matters, and allowing your work to speak for itself. If you’re producing great work, treating your clients well, and occasionally updating your portfolio, then you’re doing just fine. Remember, you don’t need a brand; you need a breather. And maybe a cookie. Or at the very least, a cup of tea.