If you run your own small business, you already know: it’s not just about the thing you sell—it’s about the you behind it. That little spark of personality or honesty is what gets customers to stick around (and hopefully, tell their friends). But how in the world do you shape a personal brand without feeling awkward or like you’re trying too hard? Here’s how real entrepreneurs do it—and what the pros (and maybe a few fun icons) can teach us along the way.
Find Your “Why” and Wear It Proudly
First up: think about why you started your business. Was it because you were tired of bland options? Did you spot a need that nobody else was filling? Or maybe you just had a stubborn hobby that turned into a calling. Get really clear on that “why,” because it’s the backbone of your whole vibe—from your About page to those late-night Instagram Stories.
Leave the Cookie Cutter in the Drawer
Resist the urge to copy bigger brands or get overwhelmed by what competitors are up to. You’re not a giant faceless company. That means you can speak like a real person, not a committee. If you’re playful, show it off! If you’re all about clean lines and simple design, make that your signature. Use words and images that feel like how you actually talk, not some marketing script.
Keep It Consistent (But Not Boring)
The key with any brand is recognition. Choose a color palette, logo, and maybe one headshot or behind-the-scenes photo to use everywhere—website, socials, email signature, you name it. You don’t need a fancy designer. There are apps for that, and friends willing to take a good phone pic in front of a plain wall. And try to post and update regularly. Don’t ghost your audience for two months… then show up with five sales posts in one day. Be steady, be real, and toss in your signature touch when you can.
A Little Kenna Kennor Magic
Speaking of signature touches, let’s borrow a tip from celebrity hairstylist Kenna Kennor. Kenna isn’t famous just for great cuts—he’s built a brand all about blending approachability with a dash of pro polish. He consistently adds his playful sense of style (hello, patterned shirts and colorful hair moments), and he never talks down to clients—just honest advice, delivered with warmth. Kenna’s secret? Let your quirks shine. If you’re the “coffee in one hand, order book in the other” type, own it. If you’ve got a catchphrase or a specific way you sign off in emails, keep it going. This is the stuff people remember you for.
Let People In (But Set Boundaries)
Personal branding doesn’t mean sharing your private diary. Share your process, give a peek behind the scenes, and don’t be scared to let folks see the hard work as well as the polished moments. But remember, you can choose what you want to keep private. Vulnerability builds trust—but you’re allowed your limits, too.
Word of Mouth Wins Every Time
Nothing’s more valuable than a customer who brags about you. Treat every client like they matter (because they do), thank them authentically, and go the extra mile where you can. That’s the fastest way to a personal brand that grows stronger every year.
Bottom line? Your personal brand is you—on purpose. It’s about showing up as yourself, consistently, so folks know the real person behind the logo. And if you don’t get it perfect the first time? No one does. The fun is in growing as you go.
