You Don't Need a Personal Brand--You Need a Point of View

You don't need to be the next Kai Cenat.

If I have to hear the words “personal brand” again…

I’ll throw my computer at the wall and eat bran flakes (see the pun there?).

I hate “personal brand” because the concept of it has become artificial. Everyone sees those words and thinks “personality”. Heck, now you have kids online who’d rather be TikTok influencers or the next Kai Cenat than build a stable business.

This has bled into a sphere of experts I work with.

They feel the pressure to become an internet personality first before they can begin to monetize their craft. I felt this exact same way a few years ago. Everywhere you look, someone’s telling you to build a personal brand. But what if you’re not trying to be an internet celebrity — just a respected expert who gets high-quality leads?

Here’s the thing.

You don’t need a personal brand—you need a sharp point of view.

People Don’t Want Vibes—They Want Value

The classic personal branding archetype is someone who is:

• Relatable

• Has a quirky personality

• Posts fun selfies

• Gives daily hot takes

This is for the people who only have their personalities and no valuable skills (like you have) to rest on. This is for the people who want to be likeable or visible without saying anything memorable. They NEED their wild personality to pay the bills.

But as an expert, you don’t need this.

You need leads, not followers. You need people to be so impacted by your content that they convert into paying customers.

This reminds me of my stint on Medium a few years ago.

I wrote and posted one article per day for a year straight. I had one semi-viral article during that time period. Then, I wrote an article that talked about my one-year publishing journey on Medium, and it didn’t just go viral—it got me leads.

Why?

By showing other writers on Medium who struggled with consistency, that they could do it too.

People don’t remember who you are — they remember what you helped them believe.

Your Point of View is What Builds Your Authority

Your point of view can’t be replicated.

It’s your distinct lens on your field, grounded in your experience and insights.

For example, it’s not just the fitness guru who can teach you how to lose weight with a high-carb diet. It’s the fitness guru who can teach you how to lose weight with a high-carb diet because the Keto diet made them feel sluggish and unmotivated every morning, so they ate these four foods and did palates at night to lose weight. Why? Because carbs aren’t just processed foods to them, they’re citrusy fruits that allow them to stay motivated and focused on their workouts.

Your point of view is how you filter ideas, frame problems, and shape what your audience pays attention to. It’s what adds even more weight to what you write and gives you an identity.

Here’s a simple framework to develop your point of view:

• What are you tired of seeing in your industry?

• What do your best clients believe that others don’t?

• What’s a truth you stand by, even if it’s unpopular?

• Add storytelling: POV without personal experience = opinions. POV with story = positioning.

It’s all about your POV.

That’s what builds authority, demand, and trust within your space.

You know I hate these two words, but I’ll use them one more time:

The best “personal brand” is a powerful POV. Everything else is just decoration.

Inside The Consistent Writing Blueprint, I help you uncover your unique POV and turn it into a newsletter people actually want to read — and buy from.

Click the button below to get that: