The Ultimate Guide to Building a Personal Brand on Social Media

I remember the first time I started building Chris Loves Julia on social media. I was sitting on my couch, laptop balanced on my knees, trying to figure out what exactly my “voice” was. Do I need to sound professional? Should I inject a bit of humor? Does my Instagram bio need to be this polished masterpiece or can I just...be me?

These are questions a lot of people ask when diving into the world of personal branding. Whether you’re an influencer just starting out or a small business owner looking to establish a recognizable presence, building a personal brand on social media can feel overwhelming. But guess what? It doesn’t have to be.

Why Personal Branding on Social Media Matters

Before we dive into the how, let’s talk about the why. Why should you care about building a personal brand on social media?

Simply put, your brand is you. It’s what people see, feel, and think when they encounter you or your business. Social media has given everyone, from the solo entrepreneur to the CEO of a major company, a platform to tell their story. And in a crowded space like social media, a strong personal brand helps you stand out from the rest.

Take me, for example. I didn’t start out with a roadmap to success—I just knew that if I wanted to grow, I had to be authentic. Authenticity breeds trust, and trust builds community. It’s that simple.

Step 1: Define Your Brand

Let’s start with the basics: Who are you? What do you want to be known for? If you’re an influencer, maybe it’s your unique take on fashion or your knack for delivering quick, relatable advice on wellness. If you’re a business owner, think about the core values of your business. What makes you different from your competitors?

A lot of people confuse their personal brand with their product or service, but here’s the thing—your personal brand is much bigger than that. It’s your personality, your style, your voice, and yes, even your quirks. People follow people, not just products. Your brand is the full package.

One of the best pieces of advice I ever received was to write down five words that I wanted people to associate with me. Do the same right now. Go ahead, I’ll wait. These words will serve as the foundation of your personal brand.

Once you’ve got those words, start thinking about how you’ll reflect them in your content, voice, and interactions.

Step 2: Consistency is Key

Imagine this: You come across an Instagram account that’s beautifully curated. The photos are stunning, the captions are engaging, and everything feels cohesive. Then, a week later, you check back and it’s a total mess. The colors don’t match, the tone has changed, and the message feels scattered. You’re left confused.

That’s what happens when you’re not consistent. Whether you’re posting on Instagram, TikTok, or even Twitter (Please don’t ask me to call it X), consistency is crucial. And I’m not just talking about how often you post (although, yes, that’s important too), I’m talking about consistency in your messaging, style, and voice.

Think about your favorite brands. They probably don’t change up their logo or color scheme every few weeks, right? They stick to what works, and that builds recognition.

In my own journey, I made it a point to create a consistent brand across all platforms. From my Instagram bio to my blog, I kept my messaging clear and my aesthetic clean. It wasn’t just about looking good; it was about being memorable.

So, here’s your action item: create brand guidelines for yourself. Decide on your color palette, your tone of voice, and the kind of content you’ll consistently produce. It doesn’t need to be perfect at first—it just needs to be you.

Step 3: Build Your Story

People love a good story. Think about it—when was the last time you got hooked on someone’s Instagram feed because they shared an interesting story? I’m guessing it wasn’t because they posted a perfectly staged flat-lay of their breakfast.

A personal brand thrives when it’s built around a story. And the best part? You already have one—your own. Whether it’s the story of how your business came to be or the challenges you’ve overcome, people want to connect with the real you.

One of the most effective ways I built my brand was by letting people in behind the scenes. I shared my journey—both the highs and the lows. People connected with that because they saw a real person, not just a polished feed. They rooted for me when I struggled, and they celebrated with me when I succeeded.

Think about your story. What moments in your life or business journey can you share? These are the things that will set you apart from others and make you relatable.

Step 4: Engage with Your Audience

Social media isn’t a one-way street. You can’t just post and ghost. One of the biggest mistakes I see people make when building their personal brand is not engaging with their audience. They’re pumping out content, but they’re not taking the time to connect with the people who are consuming it.

I’ve always made it a point to engage. Whether it’s responding to comments, sharing stories from my community, or just showing up in DMs, engagement is how you build loyalty. People want to feel like they matter, and when you make an effort to connect, they’ll remember it.

If you’re just starting out, don’t worry about having thousands of followers. Focus on building relationships with the ones you already have. Over time, those relationships will grow, and so will your audience.

Step 5: Be Authentic

Here’s the truth: people can smell inauthenticity from a mile away. When you’re trying to build a personal brand on social media, authenticity is your secret weapon. It’s what differentiates you from everyone else in the space.

One of the reasons my brand resonated with people is because I never tried to be something I wasn’t. I shared the good, the bad, and the messy parts of my journey. And guess what? People appreciated it. They didn’t want perfection—they wanted real.

If you’re tempted to portray an idealized version of yourself, remember this: people connect with people, not perfection. So embrace your quirks, your imperfections, and your unique voice. That’s what will make your personal brand shine.

Step 6: Show Up Consistently

You’ve probably heard the saying “Showing up is half the battle,” and when it comes to building a personal brand, that couldn’t be more true. A big part of building a recognizable brand is simply being present.

For a while, I posted on Instagram every day, not because I had to, but because I wanted to be top-of-mind for my audience. Consistency doesn’t mean you have to post every day, but it does mean you should show up regularly.

Whether you’re sharing a quick tip on Instagram Stories, posting a behind-the-scenes look at your business, or engaging with your audience in the comments, showing up is what builds trust.

Building a personal brand on social media isn’t a sprint—it’s a marathon. It takes time, effort, and a lot of trial and error. But if you stay consistent, show up authentically, and engage with your audience, you’ll build a brand that’s not only recognizable but unforgettable.

If you find yourself still unsure about how to consistently show up and tell your story, don’t worry—you’re not alone. Building a personal brand can feel overwhelming, but you don’t have to figure it out on your own. Let’s dive deeper together! Book a mentorship call with us, and we’ll work through the steps to take your personal brand to the next level. You’ve got the story—now let’s make sure the world sees it.