Personality-Led Branding That Feels Professional - Not Performative
In a previous post, I talked about the choice between a personal brand and a business brand. You can read more in this post here: Branding A Service-Based Business
But for many service providers, the real challenge isn't just the name on the door; it's how to show up without feeling performative.
There is a distinct kind of "ick" that arises when we think about personal branding.
You know the one. It’s the feeling that to be "relatable" online, you have to share your morning green juice, dance on camera to trending audio, or treat your Instagram Stories like a digital diary. For many women entrepreneurs—especially those of us who pride ourselves on being high-level experts—the thought of doing this feels, frankly, a bit performative.
The fear of being "cringe" often leads us to the opposite extreme: the "corporate stiffness." We hide behind stock photos, "we/us" pronouns (even when it’s just us at our desks), and polished, clinical language that could belong to anyone.
But here is the strategic truth: In a service-based business, you are the face of the brand. You aren't just selling a package or a process; you are selling the experience of working with you. The secret to a brand that scales isn’t choosing between being "fun" or "professional." It’s about stepping into your role as the key person of influence in your business.
It’s Not a Lifestyle Brand - It’s Strategic Influence
One of the biggest hurdles for my clients is the fear that personal branding means becoming a "lifestyle brand."
Let’s clear that up right now: Unless you are a business coach or an influencer selling affiliate products on Instagram, you don't need a lifestyle brand. You don't need to curate a "perfect" life for the internet to see.
However, you do need to be a key person of influence.
When you provide a service, whether you’re a consultant, a coach, or a creative, the client is buying your brain, your perspective, your experience and your energy. If they can't see the person behind the service, they can't build the trust necessary to hit "book." Personality-led branding is simply the bridge that connects your expertise to the human on the other side of the screen.
The Founder as the Face of the Business? But What if You Have a Team?
A common question I hear from growing businesses is: "But Kellie, I have a team now. Shouldn't the brand be about the company, not just me?"
The answer is a strategic "Not always.”
Even when you have a team of five, ten, or fifty, the importance of a personality-led brand doesn't diminish; it actually becomes more vital. In a team-based service business, you, as the founder, are the face of the business.
People are drawn to your vision, your methodology, and your standards. They buy into your "Why" before they ever meet the team that delivers the "How." By maintaining your position as the key person of influence, you prevent your business from becoming a faceless, interchangeable agency.
Think of it this way: Your team provides the scale and the excellence in execution, but you offer the north star. When a founder hides, the brand loses its heartbeat. When the founder leads with personality, the team is empowered by a clear identity, and the clients feel a deeper sense of security knowing whose hands are on the wheel.
The Difference Between Personality and Performance
Performative branding is when you adopt a persona because you think it’s what the algorithm wants. It’s "acting" like a business owner or trying to mimic an influencer. It feels forced, it’s exhausting to maintain, and your audience can usually smell the lack of authenticity.
Personality-led branding is about using your unique perspective and values as a strategic tool. It’s about sharing your professional personality.
Think of it like this: If you were meeting a dream client for a coffee, how would you speak? What anecdotes would you use to explain a point? You wouldn't be a robot, but you also wouldn't be oversharing. That middle ground, where you are the clear face of the business, is where the magic happens.
Why Being the "Face" is a Business Asset
When you embrace your position as the key person of influence, you create a competitive advantage that no one else can replicate.
1. It filters your leads automatically
Your personality acts as a natural filter. When you speak your mind and share your specific way of working, the people who "get" you will be drawn in. The people who don't? They’ll move on. This means your Discovery Calls will be filled with people who are already 80% sold on working with your business specifically.
2. It justifies premium pricing
If your website looks and sounds like every other consultant in your industry, you become a commodity. People will shop around based on price. But when you lead as a person of influence, you become a "category of one." People pay more for the expert they connect with.
3. It builds "The Know, Like, and Trust" factor on autopilot
In a digital world, trust is the highest currency. By showing the person behind the brand, your quirks, your professional bugbears, and your "why”, you bridge the gap between a stranger and a trusted advisor much faster than a polished corporate brochure ever could.
How to Infuse Personality Without the "Cringe"
Focus on your "Professional Point of View"
Instead of sharing what you had for lunch, share your "unpopular opinions" about your industry. What do you do differently from everyone else? This shows personality through the lens of your expertise.
Use a "Human" Voice in Your Copy
Read your website copy out loud. If you wouldn't say "We leverage multi-channel synergies" in real life, don't write it. Use the words you actually use.
Invest in "Lifestyle" Brand Photography (The Professional Kind)
You don't need a headshot against a grey wall, but you also don't need a photoshoot of you laughing at a salad. You need photos that show you in your element - as the face of the business. These photos tell a story about the experience of working with you.
The Business Outcome: Confidence and Clarity
When you stop trying to perform and start leading as the face of your business, something shifts.
The "website shame" disappears because the site actually feels like you. The sales calls feel easier because the client already feels they know you. And most importantly, you stop feeling like you’re wearing a suit that doesn't fit.
A personality-led brand isn't about being the loudest person in the room. It’s about being the most certain person in the room—certain of who you are, who you serve, and the value you bring.
I recently came across this concept of being a 'Key Person of Influence' by Daniel Priestley, and it resonated with me even more so than the standard Personal Brand concept. It shifts the focus from 'look at me' to 'this is the value I lead with.' It’s the difference between being an "influencer" and being influential in your industry.
(Source: https://danielpriestley.com/)
Ready to Lead with Influence?
If the thought of stepping up as the face of your business feels daunting, but you know it’s the key to escaping the "corporate shell" and attracting premium clients, let's talk.
If you have questions about how to translate your professional personality into a magnetic brand strategy, without the cringe, I'm here to help.
Book a complimentary 15-minute consult call with me to discuss your unique brand challenge. Let’s figure out the most strategic way for you to lead, influence, and connect with your perfect clients.
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