When you hear those two words, ‘personal brand’, it can spark all sorts of reactions. Some people think it’s all about flashy logos, perfect Instagram grids, or polished LinkedIn headshots. Others think it’s a buzzword for influencers and not something a “normal” business owner needs to worry about. The truth: you already have a personal brand. The real question is whether you’re controlling it – or letting others define it for you. And if you want a personal brand that sells? You need to understand a simple formula that sits at the heart of every successful business relationship. It’s one you’ve more than likely heard before; however, you may not have ever drilled down into what it means for you:

Know. Like. Trust.

People don’t just buy your product or service. They buy you. They buy into your story, your values, and the way you show up. Let’s break down the ‘know, like, trust’ formula and see how you should use it to build a personal brand that sells, and not one that just generates followers.

Step One For A Personal Brand that Sells: Get Known

If people don’t know who you are, what you do, how you help, or why, then you’ve got a visibility problem. The “Know” stage is about being seen consistently, strategically, and authentically.

Here’s how to make it happen:

1. Choose your stage wisely. You don’t need to be on every platform under the sun. Identify where your audience hangs out (LinkedIn, Instagram, TikTok, podcasts, networking events) and commit to showing up there regularly.





2. Be consistent. Sporadic posting is like turning up to a party once every six months and expecting everyone to remember your name. Consistency builds familiarity, and familiarity builds trust.





3. Tell your story. Facts tell, stories sell! Share the “why” behind what you do, the challenges you’ve faced, and the lessons you’ve learned. When people know the journey you’ve been on, they’re more likely to feel connected to you.





4. Mix your formats. Don’t just write text posts. Record videos, do live sessions, create blog content, get featured on podcasts – the more touchpoints people have with you, the faster they’ll recognise your name and face.

Quick tip: Google yourself. What comes up? If a stranger searched your name right now, would they understand what you do and why you matter? If not, that’s your first job.

Step Two For A Personal Brand that Sells: Be Liked

Being known is a fantastic first step – but plenty of people are known and not liked (I could name a few politicians or presidential leaders to prove this point!). The second step is ensuring that when people discover you, they want to stay.

This is where personality, authenticity, relationship-building, and perhaps even some vulnerability come into play!

1. Lead with value. We talk about being consistent, but at the same time, don’t post any old crap just for the sake of it! Every post matters. Share tips, advice, and insights that make life easier for your audience. When people learn from you, they like you.





2. Show some personality. You don’t have to be a stand-up comedian, but you do need to be human. Share behind-the-scenes snippets, humour, passions, or quirks that make you relatable. People want to buy from humans, not robots.





3. Engage, don’t broadcast. Social media is a conversation, not a megaphone. Reply to comments, jump into discussions, and engage in genuine conversations with people. The more two-way interaction you create, the more likeable you’ll become.





4. Find your voice. Some people are naturally bold and fiery; others are warm and empathetic. Don’t force a style that isn’t you. Authenticity is what makes people genuinely like you.

Ask yourself: Would I want to grab a coffee (or a Malbec!) with me? If the answer is no, you may be overcomplicating things.

Step Three For A Personal Brand that Sells: Build Trust

Here’s the magic. This is the point where the “likes” and the “followers” turn into leads and paying clients. Trust is what turns interest into investment.

Unfortunately, trust doesn’t happen overnight. It’s something you earn through credibility, consistency, and confidence.

1. Show proof. Share testimonials, case studies, and client stories. It’s not bragging – it’s providing evidence of your claims and demonstrating results – let others do the selling for you.





2. Be consistent. If you’re saying one thing on LinkedIn and another on Instagram, or if you ghost your audience for months, people will lose confidence. Consistency in message and presence equals reliability.





3. Give away expertise. Don’t hold back your best stuff. Share insights, frameworks, and advice that prove you know your stuff. When you give generously, people trust that what they’ll get as a client will be even better.





4. Be visible offline too. Speaking gigs, networking, and podcasts all add weight to your credibility. The more places people see you, the more authority you build.

Quick tip: Authority doesn’t mean arrogance. It’s about demonstrating your expertise, not about pretending you know everything.

Putting It All Together: The ‘Know, Like, Trust’ Flywheel

These three stages aren’t linear. They work like a flywheel, feeding into each other:

• The more you’re known, the more chances you have to be liked.





• The more people like you, the easier it is to build trust.





• The more people trust you, the more they’ll talk about you, recommend you, and make you even better known.

When you get this flywheel moving, your personal brand does the heavy lifting for you. Opportunities come your way. Sales conversations feel natural, not forced. And your marketing shifts from chasing to attracting.

Why a Personal Brand That Sells Matters More Than Ever

We’re living in the age of transparency. Buyers are more sceptical, more distracted, and more connected than ever before. That means:

• They’re not just looking at your website – they’re checking LinkedIn, Instagram, and searching through your podcast appearances.





• They’re not just interested in your product – they want to know if your values align with theirs.





• They’re not just buying a service – they’re investing in a person they can trust to deliver.

Your personal brand is no longer optional. It’s your biggest sales tool.

Your Next Step

So, how do you start building a personal brand that sells?

• Audit your online presence. Is it clear who you are and how you help?





• Commit to consistency. Show up where your audience is, week in, week out.





• Add value before you ask for anything. Be the person they turn to for insight.





• Share proof, own your expertise, and don’t be afraid to stand out.

And most importantly, remember your personal brand is about you. Not a polished version of you, but the real, imperfect, passionate (and in my case, slightly mischievous) you.

When you Show Up, Back You, and let people know, like, and trust you, sales stop feeling hard. They become the natural by-product of the relationships you’ve built.

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