For the Shy Ones: How to Build a Personal Brand Without Faking Confidence

Trust us when we say, you don’t need to be loud, extroverted, or wildly confident to build a strong personal brand. Genuinely. You don’t need to be one of those creators that film themselves walking down the street dishing out advice. You don’t need to be the centre of attention at every panel and you definitely don’t need to reinvent the wheel or write a bestselling book.

But here’s what you do need to know: you can still build a personal brand, even if you hate the spotlight. And not only that, you absolutely should.

We’ve had clients walk into sessions and say, “This is way out of my comfort zone. I’m not a public speaker. I hate talking about myself.” And fair enough, branding yourself can feel uncomfortable at first which is why most people struggle with building a personal brand, especially at the start. But who says there’s only one way to do it?

There isn’t one “right” version of a personal brand. It’s not always about being loud or hyper-visible.

Sometimes, the most powerful personal brands are built quietly. The truth is, a lot of people don’t know what they’re capable of until they try. And once they do? It clicks. The confidence follows. And suddenly, they’re getting asked to speak on podcasts, collaborate with brands, lead conversations, on their terms.

You don’t need to change who you are. You just need to show up as you are with a mega personal branding strategy behind it. Let’s talk more on this 👇.

About that whole “imposter syndrome” thing…

You’ve probably heard the term a thousand times. Imposter syndrome. It’s been branded, quoted, and used as a catch-all excuse for not showing up. But hear us out:

We don’t believe imposter syndrome is a real thing.

Not in the way people talk about it anyway. Imposter syndrome isn’t some external force that shows up to sabotage you, it’s something you build yourself. A loop you feed. A story you keep telling yourself:

• “I’m not ready.”

• “I don’t know enough.”

• “I don’t want to come across as arrogant.”

What you’re really saying is: “I don’t feel safe being visible.” And that’s valid. Especially if you’re more introverted, shy, or just not the naturally loud type. But the truth is: you don’t need to be loud to be seen. You don’t need to perform to be taken seriously. And you don’t need to fake confidence to build a brand.

Now – let’s call something else out. We think imposter syndrome hits more women than men and we’re not the only ones. There’s plenty of research to back it up. In fact, a meta‑analysis covering 108 studies and over 40,000 participants found that women consistently score higher than men when it comes to impostor feelings. Which bring us to our next point. Here’s a perfect example that proves the point further:👇

When applying for a job: A man will look at the 10 requirements, see one thing he can do, and think, “yeah, I’m a good fit.” Whereas, a woman will look at the same 10, spot the one thing she can’t do, and convince herself she’s not qualified.

That’s not about skills. That’s about confidence. That’s about belief in your own ability. And when it comes to personal branding, that mindset shows up everywhere, holding people back from sharing their work, their ideas, their voice, or even their face.

But here’s the bottom line:

• Someone has to be visible.

• Someone has to lead the conversation.

• So why the f*ck not you?

You just need to back yourself and we’ll help you do the rest.

Personal branding isn’t about being loud, it’s about being clear

The best personal brands aren’t built on ego. They’re built on clarity. That means – clarity of values. Clarity of message. Clarity of presence.

Personal branding is about showing up intentionally so people know what you stand for and what you bring to the table. It’s not just self-promotion or an attempt to chase followers (though yeah, some people treat it like that). It goes way deeper.

The thing is: If you don’t shape your own narrative, someone else will. Or worse – you’ll get overlooked entirely. And in our view, that’s what too many people still get wrong about personal branding. They think it's about being the loudest voice in the room. Or putting out content for the sake of being “visible.” But noise doesn’t = recognition.

👉 We’d rather you say one thing that actually hits, than a hundred things no one gives a sh*t about.

👉 We’d rather you be recognised for something specific than be vaguely known for everything.

👉 We’d rather you build a brand that feels like you, instead of mimicking whatever personal branding trend is doing numbers this week.

When people are clear on who you are, they trust you. They remember you. And they know where you fit into the picture. That’s how doors open and that’s how opportunities land.

So no, you don’t need to be the loudest. But you do need to be intentional. Because there’s no such thing as “no personal brand.” You either define it, or it gets defined without you.

Stop branding yourself like you’re still that person

Something we’ve seen a lot? People reducing themselves down to some outdated, watered-down version of who they think they are.

You’ve internalised years of being overlooked, underestimated, or uncomfortable and now you’re building a brand based on that version of you? No. Let’s not.

So what if you didn’t speak a word in class and the idea of putting your hand up at 12 made you want to melt into the floor? That doesn’t define who you are now.

Neither does:

• Avoiding presentations at uni

• Crying in the toilets after your first work review

• Freezing up in meetings with your old boss

• That one time you blanked mid-sentence in a Zoom call

• Posting one thing online and deleting it 10 minutes later because “who am I to say this?”

None of that disqualifies you. It just makes you human. But here’s the thing: when you build your personal brand around those moments (when you let old fears, awkward memories or past knock-backs shape how you show up now), you’re building from a place of limitation. Not possibility.

That’s what holds people back. They don’t brand themselves based on who they are, or who they’re becoming. They brand themselves based on who they used to be, and who they think they’re allowed to be.

You are not a fixed version of your past. So stop branding yourself like you’re still that person.

You don’t need every platform. Just the right ones.

This is where a lot of introverts get it twisted – they think personal branding means being everywhere. All the time. On camera. Posting constantly. The idea alone is exhausting.

But the truth? You don’t need to be on every platform. In fact, trying to be visible everywhere ​​can dilute your brand. It spreads your energy thin and usually leads to one of two things: burnout, or bland, inconsistent content no one’s bothered about. .

At co&co, we always build brands around you. Your personality. Your pace. Your strengths. If you hate video? Cool. We’ll build a written strategy. Prefer in-person to online? We’ll design your brand around real-world spaces. Want to keep it low-key but still clear? Got it.

We’re here to make it work for you. We don’t force a formula. We find what works for you then build a brand that actually feels good to show up for. And one day you’ll look back and think, “Fu*k, I actually enjoy this now.”

Okay, but what do you actually need to do?

Let’s break it down.

1. Start with clarity

Define your values. What matters to you? What do you care about? This is your brand foundation.

We’ll help you establish that clarity – dig into what drives you, what sets you apart, and what people actually need to know about you. And trust us, we spot the gold you’re probably skipping over because it feels “normal.” That’s where the magic is.

We always say: know what you are, own that sh*t and then lean into it.

2. Pick one channel and show up consistently

Don’t try to be everywhere. Pick one space where you feel most comfortable (LinkedIn, newsletter, podcast, email, even a personal website) and focus there. The goal isn’t to go viral. The goal is to be recognisable.

3. Don’t wait for perfection

Waiting until you feel “ready” is how you stay invisible. You’re never going to feel ready so what’s the point in waiting? Post the imperfect thing. Share the unfinished thoughts. Speak up before you feel 100% confident. That’s how confidence actually builds.

4. Play to your strengths

Hate small talk? Great – go deep then. Prefer writing to speaking? Let’s write. Have strong opinions but hate attention? Use your voice in a way that works for you. There’s no one format that defines a personal brand.

5. Think long-term

No, you’re not going to become a household name overnight. That’s not the point. The point is to be known for something. So ask yourself: What do you actually want to be famous for? In your space. In your industry. In the conversations that matter.

6. Find an agency that just gets it

This isn’t a DIY job – you can’t build a strong personal brand on your own. Not if you want to do it properly. Not if you want to build something that lasts. And if you’re someone who doesn’t naturally chase the spotlight? That’s even more reason to bring in a team that knows exactly how to make it work for you.

You need people who know how to build brands with substance – without asking you to fake it or force it. This is why hiring the right personal branding agency is really important. We don’t want you to become someone else. We want to bring out what’s already in you, then shape it into a brand that lands with the right people, in the right way.

That’s what we do at co&co. We build brands entirely around you. Not a version of you. You.

You can be shy, quiet, camera-shy, awkward, and still build a f*cking brilliant personal brand.

Personal branding isn’t about fake confidence, hype tactics, or pushing yourself to perform.
It’s about showing up in a way that works for you – strategically, consistently, and honestly.

At co&co, we help people do just that. Whether you’re loud, low-key, confident, camera-averse, or just tired of pretending to be someone you’re not – we’ll build a brand that’s true to you, not just “personal branding best practice.”

No fluff, no bull - we promise. Fancy working together?