Personal Branding Needs a Rebrand

If you’ve rolled your eyes at the phrase “personal brand” before – fair enough. We get it.

The whole thing’s been hijacked by people promising “5 steps to nail your personal brand” or “one simple trick to beat the algorithm” as if building trust, credibility, and reputation is something you can hack. It’s not.

It’s become synonymous with selfies, humblebrags, performative vulnerability and content that screams “look at me” while saying absolutely nothing.

But the problem isn’t personal branding itself.
It’s how most people are doing it.

At co&co, we’ve spent years building a different kind of personal branding – one that doesn’t rely on pretending to be someone you’re not. One that doesn’t leave you burnt out after a few forced posts and a vague strategy you’ll never be able to stick to.

Instead, we build personal brands that actually feel like you. And more importantly, brands that work. Take it from us: building a personal brand that actually works isn’t easy, quick, or formulaic. And anyone telling you otherwise is selling you a lie – not a strategy.

Think about this 2026 stat: 90% of consumers buy from brands they trust, and nowadays, personal branding is the most effective way to build trust. People buy from people, not faceless companies.

So let’s unwrap what personal branding is all about in 2026.

Most Personal Branding Advice is Missing the Point

A lot of personal brand content focuses on visibility.

• “Post every day.”

• “Start a podcast.”

• “Build an audience.”

Sure, being seen is important. But if you’re showing up without substance, you’re just adding to the noise. Scroll LinkedIn for five minutes, and you’ll see the same recycled advice on “how to hack the algorithm” – most of it is bullsh*t, copied and pasted from someone else’s playbook.

It’s surface-level stuff that might get likes, but it won’t build a brand with actual staying power.

Here’s the truth most people won’t say out loud: You don’t necessarily need more content. You need more clarity.

And we know that’s another word that gets thrown around a lot. But what do we mean by it?

Clarity means knowing who the fu*k you are and how to communicate it.
It means being able to answer questions like:

• What do you want to be known for?

• What do you want to be famous for?

• What do you actually do – in plain English?

• What do you care about enough to speak on consistently?

• What sets you apart from everyone else offering similar services?

• How do you sound when you’re being fully yourself?

Clarity isn’t fluffy. It’s the foundation.

Without it, your content will feel scattered, your messaging will wobble, and people won’t know why they should trust you – or choose you. With it? You build a brand that sticks, connects, and converts.

Your personal brand is all about being known for something specific, by the right people.

That means doing the groundwork before you post a single thing.
That’s where co&co comes in.

Let’s Talk About the Imposter Syndrome Bullsh*t

It’s everywhere … on your feed, in your head, creeping in every time you go to post something that sounds a little bold. And look, we’re just gonna say it: imposter syndrome isn’t real. Not in the way people think it is.

It’s a story – one that’s been repeated so often it feels like the truth. But it’s not. It’s self-doubt dressed up as psychology. A catchy name for the totally normal fear of putting yourself out there.

The reality is: you’re not an imposter. You’re just uncomfortable being visible in a way you haven’t practised yet. Doesn’t mean you’re not qualified. Doesn’t mean you’re faking it. It just means you need structure, support, and a system that feels solid.

That’s what we build. We help people get out of their own heads and into a brand that reflects the actual value they bring. No smoke. No mirrors. Just a message that makes sense and gets results.

Even if you’re shy, you can still build a personal brand. Trust us on that one. We don’t believe confidence is a prerequisite – it’s something that grows from doing the work and seeing the results. You don’t have to become some loud, high-energy, LinkedIn-famous personality. You just need to be authentic, clear, and real. That’s it. That’s what people trust. And trust is the thing that sells.

If you’re still thinking this only matters for influencers – think again.

How We Do Personal Branding at co&co

We don’t believe in one-size-fits-all personal brand strategies. We build personal brands from the ground up — with real strategy, original thinking, and assets that last.

Here’s how our approach is different from the usual “just post more” noise:

We Start With Who You Actually Are

Most agencies ask about your job title and build from there.
We ask about you.

Because when someone says “Tell us about yourself,” and your first instinct is “I work as a marketing manager at X” – we hit pause.
That’s not who you are.

We dig deeper.
What do you give a sh*t about?
What’s your point of view on your industry?
What makes you different from everyone else offering the same service?

You are so much more than your role – and we’ve lost count of the times a client has mentioned something in passing, thinking it was irrelevant, and it ended up being the thing that made their brand memorable.

Your brand isn’t just built on your expertise – it’s built on your personality, values, lived experience, and beliefs. That’s the version of you people connect with. If you take a look at any of our individual co&co LinkedIn profile bios, we never start with our job title because it doesn’t define us.

It’s not the most interesting thing about you.
It’s not what makes people remember you.
And it’s definitely not what makes them want to work with you.

We lead with who we are, not just what we do.
Because that’s what builds connection.
And connection is what builds a brand that lasts.

We Don’t Just Build You a Brand – We Build You a System

Most personal branding falls apart after a few weeks because there’s no system in place.

You start posting. You run out of ideas.
You doubt yourself. You disappear.
Then you think, “personal branding just isn’t for me.”

We fix that.
We define your tone of voice, your content pillars, and your messaging – so you’re never staring at a blank page thinking “what the f*ck am I supposed to say?”

You walk away with a full system – one that’s sustainable.

There are so many benefits to personal branding, you just need to invest in the right personal branding agency (co&co 😮‍💨) to show you the possibilities.

We Make Sure It Looks as Good as It Sounds

Visuals matter – massively. But looking credible doesn’t mean you have to look corporate.

If people can’t see you, they can’t connect with you. That’s why your visual brand needs to strike the right balance between credible and personable. It should say, “I know my stuff,” and stock photos aren’t going to do that job for you.

We show your face. We capture your energy. We make you look like someone people want to talk to. In environments you’re comfortable in. In outfits you actually wear. We produce photography and video content that can be used across your entire brand ecosystem.

Then we bring it all together — with the tone of voice, the messaging, the strategy, the structure. So everything you say sounds like you. And everything people see feels like you entirely. That’s what makes a brand magnetic.

We Build Around Your Business Goals

We’re not just here to make you look good online – we’re here to get you the results you so badly desire. Because visibility without outcomes is pointless.

Your personal brand should do something for your business – attract leads, land speaking gigs, open doors to new career moves, help you recruit top talent, or grow strategic partnerships.

That’s why every brand we build is rooted in your commercial objectives. It’s not just about looking the part – it’s about turning that presence into real opportunities.

Your personal brand should be one of your hardest-working business assets. And let’s not dance around it – most of us are here for one main thing: money.

We need it. We want more of it. And a strong personal brand helps you get it.

Let’s break it down:
Visibility → Trust → Clients → Revenue.

When your personal brand clearly communicates who you are, what you do, and why it matters, that turns into business. Clients don’t just find you; they choose you.

So yes, we care about tone of voice, content strategy, and great visuals, but only because they lead to one thing: results. And results = clients = dollar. Simple as that.

We Don’t Expect You to Do It Alone

Personal branding isn't a solo mission – it’s a partnership. A group effort. A relationship we build with you, not just for you. You can’t build a strong personal brand alone – not an effective one anyway.

Yes, consistency is where most people fall short. This is where a lot of people struggle with personal branding. Life gets busy. Posting becomes a chore. Burnout creeps in. And well, you didn’t sign up to be glued to LinkedIn for five days a week.

That’s where we come in.
We handle it all: content creation, ghostwriting, scheduling, engagement, measurement – the lot. But we don’t do it in a vacuum. We get to know you, really know you – your tone, your values, your story, your edge – so your content still feels like you, even when you didn’t write it.

No more “I should post something this week.”
We’ve got you. And we’ll be right beside you, every step of the way.

The End Result?

You stop sounding like everyone else in your industry.
You stop hiding behind your company logo.
You stop overthinking every post.
You start sounding like yourself – with purpose, with confidence, and with a message people actually want to hear.

Your personal brand becomes your shortcut to trust.
A reputation that precedes you.
A brand that sells without feeling salesy.
And a business that grows because you are finally visible in the right way.

Why co&co Is Different

Shameless plug incoming, but hey, if we don’t back ourselves, why should you?

So, why choose us over everyone else? It’s the same question we ask when building your brand: why should someone choose you over everyone else?

Well, first of all, we don’t do safe. We get under the skin of what makes you actually different, and then we build a personal brand around that. One with bite.

That’s the core of what we do – we get to the truth of who you are, what you stand for, and what you want to be known for. Because if we do our job right, “what you want to be famous for” might just become a reality for you.

We don’t take shortcuts. We’re not in this for vanity metrics or overnight wins. You’ll see people shouting about gaining 10k followers over the weekend, but if none of those people are your target audience, who cares? That doesn’t impress us because it doesn’t lead to results. It’s just noise, not necessarily progress.

At co&co, we care about reach that lands. Visibility that stays with you. We build audiences that care about you and your work, not just your posts.

We’re quality over quantity, always.

Here’s how we’re different:

• We don’t build “content creators.” We build personal brands rooted in real strategy.

• We don’t ask who you work for or what your job title is. We start with who you are.

• We don’t rely on you to figure it all out. We build the system and run it.

• We’re no fluff, no bull. We say things with substance.

• We don’t just make it pretty. We make it mean something.

At the end of the day, we’re interested in saying something worth hearing. And that’s exactly what we help you do.

If It Feels Cringe, You’re Doing It Wrong

If it feels cringe, it’s because you’re not building a personal brand around you. You’re following what you think personal branding should look like.

That weird secondhand embarrassment only shows up when you’re pretending to be something you’re not. Posting in a voice that doesn’t sound like you, sharing things you don’t really believe, and dressing it all up like it’s authentic. Well, of course that’s going to feel cringey. Because it’s not you.

When you know who you are, own your sh*t, and lean into it – unfiltered, unapologetic – there’s nothing cringey about it. You’ll feel the difference, trust us on that one.

Take a look at Jordan on LinkedIn as an example - she doesn’t hide who she is. She doesn’t soften her voice to suit the masses. She swears (a lot), and someone might not be a fan of that, but that’s the point; we’re not here to appeal to everyone. People don’t like it? Then they’re not a co&co fit. Simple as that.

And if you need help getting to that place? Well, you know where we are. We can look at your brand objectively, cut through your second-guessing, and build a system that takes the cringe out of personal branding.

Let’s Build a Brand That Works as Hard as You Do

Personal branding doesn’t have to feel cringe.
It doesn’t have to be a full-time job.
And it definitely doesn’t have to turn you into someone you’re not.

We keep our process clear, calm, and a little fun too.

No fluff. No bull. Just a personal brand that finally reflects who the f*ck you are – and what you bring to the table.

Ready to build yours? Let’s chat over a Guinness or coffee and we’ll talk about what’s next.