Personal Branding Isn’t About You. It’s About Them.
Have you ever poured your heart and soul into creating amazing content… and been met with crickets?
You’re not alone. But the problem usually isn’t effort or talent — it’s focus.
If you’ve been showing up online — posting, sharing, documenting — but your content still centers on your story more than your audience’s needs, this might be the shift you’ve been avoiding.
It's Not About You. It's About Value.
Recently I revisited a video from Amy Landino titled “Creators Aren’t Making Money (Because No One Taught Them THIS)” — and while the message isn’t new, it’s still one most creators need to hear:
“People care about who you are, but they don’t care about you.”
In other words: people follow people… because of what they get out of it.
And I’m grateful this clicked for me early in my own journey — back when I was studying SBI!’s C>T>P>M process. It’s a principle I’ve carried with me ever since:
You lead with value. You PreSell by solving.
What This Really Means
While your unique voice and personality absolutely matter, being yourself isn’t enough.
People don’t follow because you’re “real.”
They follow because you’re useful. Or insightful. Or entertaining in a way that solves something for them.
Yes, authenticity builds trust — but clarity builds traction.
So ask yourself: is your content helping your audience think, do, or become something better? Or are you just documenting your process and hoping people care?
How It Looks in Practice
Service-based example:
Let’s say you’re a career coach.
Instead of mostly talking about your personal journey, share content like:
5 Ways to Make Your Resume Stand Out
What Recruiters Actually Think During Interviews
You're still being you — but now you're being useful. That’s the difference.
Product-based example:
If you're a jewelry designer, try content like:
How to Style Necklaces for Layering
Jewelry Care Tips That Make Your Pieces Last
You can still share your inspiration and creative process — just don’t expect customers to buy because you had a great midnight snack that sparked a design idea. That’s bonus content, not the core message.
This Isn’t Just About Content — It’s About Positioning
Whether you sell coaching, crafts, courses, or consulting… the rule holds:
You earn trust by helping people see themselves in what you do — not just by showing up and being visible.
The Bottom Line
In today’s crowded creator landscape, understanding and serving your audience's needs is more important than ever.
It’s easy to get caught up in chasing visibility or recognition. But sustainable success comes from focusing on the questions your audience is asking — and the problems they’re hoping someone will solve.
People care about who you are only when it helps them.
If this idea resonates, I highly recommend checking out Amy Landino’s video for a fresh take on personal branding. She breaks down what actually builds connection — and shares her own money-making framework called Spark ▪ Sauna ▪ Flow.
