Building A Personal Brand with Authenticity and Purpose

Whether you are a business owner, creative professional, or corporate leader, your personal brand plays a crucial role in how you are perceived by colleagues, clients, recruiters, and the general public. Perception is important. According to CareerBuilder, 54% of employers eliminate candidates based on content they disagree with on their social media profiles, and 18% have dismissed employees because of what they posted online.²

In this environment, curating a strong and intentional personal brand is not just a smart move; it is essential.

What Is a Personal Brand—and Why Does It Matter?
Your brand is how others experience and interpret your professional identity. It encompasses your communication style, values, expertise, and digital presence. Today, your brand often serves as the first impression you make; in fact, 90% of recruiters use LinkedIn to search for candidates, and 70% of hiring managers leverage social media to connect with millennial talent.²

When crafted with purpose, a personal brand can:

• Differentiate Yourself from Competitors
• Build Trust & Credibility
• Open Doors to New Roles, Partnerships, & Clients

The Fine Line Between Personal and Professional
Maintaining a personal brand doesn’t mean sharing every detail of your life; it means sharing with intention and purpose. Transparency is powerful—but so is discretion. Consider how your posts, even on personal platforms, can impact your professional image. Ask yourself: Does this align with my values and professional goals? Would I be comfortable if a client, colleague, or hiring manager were to see this? Discretion and authenticity must go hand in hand. In a digital world where deleted posts can resurface, every comment and photo plays a role in shaping your long-term brand.

Lead with Values, Act with Consistency
Strong personal brands are built on core values such as integrity, creativity, innovation, and inclusivity. When your content and behavior reflect these principles, you naturally attract like-minded individuals and opportunities. This is particularly important for entrepreneurs, freelancers, and creators, whose personal brands often are their business brands.

Build Your Brand with Intention
Building a strong personal brand takes time and intentional effort. A well-managed personal brand reflects the strategy of a successful business. Start by defining your core values and professional goals. Think about what you want to be known for, the industries or audiences you want to connect with, and how you wish others to perceive your expertise.

Once your foundation is clear, take steps to brand yourself like a business. Here’s a checklist to get you started:

✔ Choose a Professional Profile Photo – Use a high-quality, up-to-date headshot that is consistent across all platforms. A clean background, appropriate attire, and a confident, approachable expression go a long way in establishing credibility and trust.

✔ Be Consistent Across Channels – Just like a brand has consistent logos and messaging, your online presence should reflect the same tone, style, and values, whether someone finds you on LinkedIn, Instagram, or your website. Use similar profile images, bios, and messaging to create a seamless experience.

✔ Post with Purpose – Share industry insights, thought leadership, and curated content that supports your goals. Avoid oversharing personal opinions or irrelevant updates.

✔ Mind Your Language – Typos and poor grammar can undermine your credibility. Proofread your posts, captions, and comments, especially on professional platforms like LinkedIn. Clear, articulate communication builds confidence and authority.

✔ Create a Routine – Set a regular cadence for content, such as weekly posts, monthly updates, or behind-the-scenes looks, so you show up consistently and with purpose.

✔ Audit Your Digital Footprint – Search your name, review old content, update bios, and remove anything outdated or misaligned with your current direction.

Your Brand Is a Professional Asset
A cohesive and authentic brand isn’t just about visibility – it’s about influence. Managed with intention, your brand enhances credibility, fosters trust, and sets you apart in a crowded marketplace. When your digital presence aligns with your purpose, people don’t just see your content—they remember you for it.

At Rizco, we help individuals and organizations bridge the gap between who they are and how they show up—visually, verbally, and strategically. Whether you’re looking to stand out, pivot, or grow, we’re here to help you build a brand that works as hard as you do.

Ready to create an authentic brand with purpose? Let’s connect.

¹ https://backlinko.com/social-media-users
2 https://www.apollotechnical.com/social-media-recruiting-statistics/