Why most people struggle with building a personal brand (and how the right agency can sort it)

Look we won’t sugarcoat it, building a personal brand is hard, especially if you’re not clear on what personal branding actually is. And it’s not because it’s complex or technical, although there’s A LOT more to it than posting selfies with inspirational quotes. The reason why it’s hard is because it’s personal. And that’s where most people struggle.

We’ve worked with business leaders, founders, creatives, and consultants. Smart people. Experienced people. But when it comes to branding themselves? They freeze. They overthink. They second-guess. And most of all, they just can’t see what’s actually interesting about them.

So let’s unpack why that happens and why hiring a personal branding agency is often the only way to do it properly.

Being yourself sounds easy. It’s not.

“Just be yourself.”
Great advice. Useless in practice.

Most people don’t know how to do that on command. Especially not when there’s a camera pointed at them, or when they’re trying to write about their “values” on the spot.

That’s because we’re all too close to our own story. What feels completely normal to you could be the very thing that makes your story stand out, but you won’t see it because you live it every day. You think, “Well, that’s just how I work.” Or “Doesn’t everyone do that?”. But no. Maybe they don’t. But you’re too deep in it to tell.

This is where most personal brands fall flat. They start with a job title as though that’s the most interesting thing about themselves. “Founder.” “Coach.” “Creative.” Cool, but so what? That’s not a brand. That’s a label. It tells us what you do, but not why you do it. Not what you believe in. Not what sets you apart. Not what it’s actually like to work with you, hear from you, or follow your work.

And that’s the problem.

Personal brands that lead with job titles or vague statements about “helping people unlock their potential” just blend into the noise. Studies show that authenticity and clarity aren’t optional anymore; with 90% of consumers saying authenticity is what makes them follow someone online. If your brand leads with a job title or generic phrase, you’re betting against that trend.

So step back for a second and really ask yourself:

• Would you stop scrolling for someone who shows up like that?

• Would you get in touch?

• Would you remember them a week from now?

Probably not. Because there’s no substance. No perspective. No sense of the person behind the title.

And with personal branding trends predictions for 2026 shifting, people don’t just want credentials. They want connection. If your personal brand doesn’t show people who you really are, you’re giving them nothing to hold onto, and you’ll miss out on all the benefits of personal branding.

Objectivity: something you can’t cook up alone

You can’t be objective about yourself and that’s part of why you can’t build a strong personal brand on your own. That’s not a flaw, it’s just human.

You need someone outside your head to spot the good stuff. The stories. The tone. The weird habits. The unexpected experience that actually makes you credible as f*ck. You need someone who can see the threads, pull them together, and build something cohesive and compelling out of it.

That’s what we do at co&co. We don’t just listen to what you say you’re about – we dig until we find what really makes you different. And then we brand the sh*t out of it.

This is branding. Not therapy. (But sometimes it’s both.)

Look, we’re not your life coach. But personal branding is about self-awareness. It’s about understanding what you bring to the table and how to express that in a way that resonates.

That means strategy.

We build personal brands the same way we build company brands: with structure, direction, and sh*thot creativity. That includes:

• Brand messaging pillars – So you know exactly what you stand for and where your focus is. Consistency builds recognition; it’s how you become known. Keep hitting the same core themes, and people start to remember you for them. That’s how familiarity and authority are built.
  

• Core values – The real ones. Not just “integrity” and “passion” copied from LinkedIn.
  

• Tone of voice – The kind that sounds like you. This is what you say, what you don’t say and how you say it.
  

• Visual identity – From logos to photography, so everything looks like it belongs to you.
  

Personal branding is verbal, visual, emotional, and commercial. It’s a full brand system, but just built around a person instead of a product.

“But I hate being in front of the camera…”

You’re not the only one. But confidence is something you will build during this process. Think of it like faking it til you make it.

A lot of people feel awkward being photographed or filmed. That’s why our process is designed to put you at ease, not make you feel staged or awkward. We shoot in real environments, create content that feels natural, and help you show up in a way that actually reflects who you are.

No one’s saying you have to act like an influencer; you can build a personal brand without faking confidence. You just have to be visible, consistent, and clear on what you stand for. We’ll help you get there.

What you get when you work with an agency that really gets it

Not all agencies are built for this. Some will just design you a logo, write a few posts, and call it a day. That’s not us.

At co&co, we build the full brand. We’ll work with you to define your identity, map out your strategy, create your content, and manage it all if needed. That includes:

• One-on-one strategy sessions

• Messaging development

• Photography and video content creation

• LinkedIn profile build-outs

• Personal websites (if needed)

• Full-service content management (ghostwriting, engagement, etc.)
  

We no fluff, no bull. Just mega marketing 🖤.

If building a personal brand feels hard, it’s because it is. You’re not boring – you’re just too close to your own story to see what makes you compelling.

The right agency won’t try to change you (at all), they’ll just help you see yourself clearly, in a different light, then turn that into a brand that feels authentic and get you the results you’ve been looking for.

So if you’re tired of faking it, floundering, or feeling invisible – let’s sort it out. Sooner rather than later. Fancy working together?