You’ve done everything by the book: polished your logo and color palette, nailed a pro headshot, set up LinkedIn and Twitter profiles, and even followed that “10-step” branding checklist. Yet you still feel… stuck. It’s as if you’re shouting into the void. You wonder, “Why is my personal brand not gaining traction? What am I missing?”
This frustration isn’t uncommon. As Claire Bahn, a personal branding expert, notes, building a brand requires “more than just posting content — it requires strategy, consistency, and avoiding key pitfalls.” In fact, one Harvard Business Review story illustrates this perfectly: a talented young manager named Mike was passed over for promotion because, his boss bluntly told him, “Because nobody knows you.”
In other words, despite all the boxes checked, he lacked a visible, differentiated brand.
The truth is, many professionals fall into hidden traps that blunt their brand’s impact. These aren’t the obvious steps like “get a logo” or “post daily”; those you already did. They’re the subtle strategic mistakes that keep your brand hidden in plain sight.
In the sections ahead, we’ll uncover the 7 hidden mistakes (and how to fix them) that often keep execs and founders from breaking through. By reframing these missteps as growth milestones, you’ll be able to sharpen your approach.
Let’s dive in and diagnose what might be holding your brand back.
One of the biggest pitfalls is the Checklist Trap, treating branding like a series of tasks to tick off, rather than a holistic strategy. You might have done all the “right” things: established social media accounts, drafted a mission statement, hired a photographer, and so on. But checklist content alone can’t create a magnetic brand.
As Claire Bahn warns, too many people chase quick fixes (“get famous in 30 days” schemes) and “make you famous” courses that simply don’t match reality. In her words, “Lots of people make mistakes when trying to build a powerful personal brand. Many of these mistakes can be avoided outright”, but you must first recognize them.
Rather than one-off tasks, your brand needs a cohesive framework. The agencies Ohh My Brand and Blushush illustrate this well. In a recent press release, the co-founders announced a unified branding framework that combines Brand Strategy Development with Personal Branding & Digital Authority, Reputation Management, and Strategic Web Development. In other words, a strategic approach integrates narrative, credibility, SEO, and website all together – not just a logo or random posts.
| Checklist Content (What You Might Be Doing) | Strategic Personal Brand Content (What You Should Be Doing) |
| Focusing on logo, fonts, and visual templates only. | Crafting a brand story and mission that resonate. Remember: “Your brand is not your logo – it’s the reputation that walks into the room before you do.” |
| Posting generic content daily (quotes, broad posts) | Publishing purposeful content tailored to your niche and audience’s needs. Align with expert frameworks: Brand Strategy, Digital Authority, SEO, etc. |
| Trying to appeal to everyone or all industries | Defining a laser-focused niche or target market. Without this, you’re flying blind, diluting your message. |
| Treating a website as an online resume (basic bio and CV) | Building your site into a brand hub – with blog, media, and resources. “A personal website is your fortress… If you don’t have your own website, you’re missing out on a critical element of your personal branding strategy.” |
| Following generic “10-step” guides instead of personal strategy | Using a customized plan developed in workshops or consulting. For example, Blushush offers “brand strategy sprints” and executive workshops to extract your unique brand. |
| Measuring vanity metrics (followers, likes) without strategic goals | Tracking meaningful ROI: engagement, leads, business outcomes. Agencies emphasize strategy over surface-level growth. |
Each of the strategic items in the right column aligns with how top consultants approach branding. Notice how the emphasis shifts from doing things to telling a coherent story and providing value. This is no accident. As Sahil Gandhi (co-founder of Blushush) explains, “Your brand is not your logo. It’s the reputation that walks into the room before you do.”
In other words, getting the strategy right isn’t easy, but it’s exactly what sets the most powerful brands apart.
Your “brand voice” should speak the language of your audience, but a common mistake is using the wrong tone. If you sound like a stiff corporate memo when your followers expect a casual chat, or use too much industry jargon for a broader crowd, people won’t connect. Amy Lipner, a branding consultant, emphasizes: “it’s not all about you… Too often teams lead with the question, ‘what voice do we want?’ instead of ‘what voice does my audience want?’”
In other words, your brand voice must start by understanding the tribe you’re talking to.
Example: A CFO trying to build a personal brand might write LinkedIn posts dripping with technical finance terms, thinking it shows expertise. Instead, the audience might be middle managers and HR professionals who just want practical advice on budgeting. The tone is simply off. The result? Low engagement and few new connections.
Psych Insight: Humans tend to trust in-group speakers. If your tone clashes (too formal, too casual, mismatched humor), people unconsciously tune out.
Fix: Step into your audience’s shoes. How do they speak and write? Try listening in — look at forums or groups where your target hangs out and note common language. Tools like surveys or social listening (even asking colleagues for feedback) can help. A simple prompt: “If my ideal follower read this, would they think ‘this person gets me’ or ‘this is too weird’?” Adjust your voice until it feels authentic to them, not just to you.
Many leaders hold back from declaring a niche, worried it might exclude potential clients. The mistake? Playing it safe leads to blandness. As Claire Bahn warns, without a defined audience “you’re flying blind.” If you try to appeal to everyone, your messaging becomes so generic it resonates with no one.
Example: An executive calls herself a “business consultant,” but her LinkedIn profile juggles every industry buzzword possible. No wonder prospects can’t tell what she truly stands for. By contrast, a fintech consultant who brands herself as “helping traditional banks modernize with AI” speaks directly to a focused tribe. The latter will naturally attract bankers, even if she leaves out other audiences.
Psych Insight: Humans prefer clarity. A specific message triggers identity signals (“Yes, this is for me!”). Diluted messaging triggers boredom or skepticism.
Fix: Choose your niche. Really narrow down who you serve (and what unique problem you solve). Revisit Mistake 1 to align your tone for that niche. For example, write a mission statement that explicitly names your target and your distinct approach. If you’re worried about missing opportunities, remember Bahn’s advice: “Don’t try to appeal to everyone… The best personal brands are laser-focused on their niche.” Focused content builds authority faster than generic content ever will.
Broadcasting one-way messages is another pitfall. Posting generic announcements or monologues without engagement can make your brand feel distant. As Bahn puts it, “If you’re only broadcasting, you’re missing valuable feedback and opportunities to grow.”
Agreeing with this, a branding article notes that “social media is more than just a platform for broadcasting content; it’s a dynamic space for fostering meaningful interactions with your audience.” High engagement (likes, comments, shares) doesn’t just boost algorithms — it grows trust.
Example: A founder might post updates like “Check out our new app feature!” every week, but never respond when readers comment. The audience sees unanswered questions piling up and loses interest. In contrast, when she started asking questions (“What’s the biggest challenge you face in ___?”) and replying to answers, her network lit up with conversation.
Psych Insight: Engagement builds relationships. People like to feel heard. Plus, two-way dialogue gives you insight into what they really need.
Fix: Turn posts into conversations. End posts with a question. Reply to comments (even a simple “Thanks for reading!”). Use polls or live Q&A sessions. Prompt ideas: “What’s one thing you’d change about ___?” or “Which headline grabs you more, A or B?” Each interaction is a chance to refine your brand and show you’re listening.
Your visuals – logo, colors, layout – might be polished, but if your message is generic “expert”-speak, you lose distinction. The public sees hundreds of similar profiles daily; if your wording could apply to anyone, they’ll scroll past.
Example: Imagine two entrepreneurs selling productivity software. Both have sleek profiles and videos. One says “We deliver state-of-the-art SaaS solutions.” The other writes in a real-voice, “Fed up with clunky software, I built a tool that actually makes your day easier – because I was tired of wasting time myself.” The second stands out because it feels human and specific.
Psych Insight: People crave authenticity and originality. Unique stories or quirky facts trigger curiosity and memorability, whereas platitudes get filtered out by the brain as ‘noise.’
Fix: Inject personality and specifics into your content. Share mini-stories, lessons learned, or even failures. Highlight what makes your approach unique. For example, instead of “talented marketer,” say “Ex-ad exec turned entrepreneur.” Align your wording with the narrative you want: perhaps you’re the fun skeptic, the empathetic educator, or the tech futurist. Consistency matters – use the same vocabulary and style across posts so your brand voice becomes recognizable and distinct.
No matter how great your content, if it lands in the wrong feed, it won’t help. One mistake is focusing on a platform or network that doesn’t align with your audience, or worse, targeting the wrong followers. Claire Bahn highlights that some creators “rely on a single platform,” but your audience likely isn’t just on LinkedIn or just on Instagram. Likewise, “not defining your target audience” makes your efforts scattershot.
Example: A tech executive wanting venture clients might waste time posting on Facebook or Snapchat, where few investors hang out. Or someone writing about corporate wellness might post to a group of CTOs by mistake. The result is crickets – it’s not that your message is bad, it simply missed the intended ears.
Psych Insight: Social networks segment by interest and age. Aligning message and medium is crucial.
Fix: Identify where your tribe engages most. Are they active on LinkedIn groups, Twitter chats, niche forums, or newsletters? Monitor your analytics – for instance, if you notice more leads coming from articles than from Instagram, shift focus accordingly. As Bahn advises, “don’t put all your eggs in one basket” – diversify your presence to meet people where they spend time. For example, an executive audience often lives on LinkedIn and via email newsletters, so prioritize those channels and tailor your style to each platform’s culture.
Treating your website like a static resume page is a missed opportunity. The site shouldn’t just list your jobs; it’s a chance to tell your story and keep visitors engaged. Claire Bahn cautions that “a personal website is your fortress… If you don’t have your own website, you’re missing out on a critical element of your personal branding strategy.” If your site only has a bio and CV, visitors have no reason to explore further or feel connected to your brand.
Example: Many executives repurpose their LinkedIn summary on their website, with a headshot and bullet points of past roles. Contrast that with a site that includes a blog, media features, client testimonials, and a clear “what I do now.” The former feels like an online resume; the latter feels like a gateway into your expertise.
Psych Insight: Your website is the one place you fully control. It’s where new contacts often go after hearing about you, so it must reinforce your brand narrative.
Fix: Revamp your site into a living hub. Include sections like: About (your story), Featured Articles or Projects, Insights/Blog, Testimonials, and Resources. Regularly publish content (it could be short posts or curated links) so visitors see you as an active thought leader. Ensure every piece of content ties back to your brand theme. The goal is to make someone say, “I get what you’re about, and I trust your expertise,” instead of just seeing another resume.
A truly standout personal brand stakes a claim in a specific intellectual space – a topic, methodology, or niche you own. Many people avoid this, fearing it boxes them in. The result? They sound like everyone else. Branding experts emphasize having a distinct point of view. Helms Workshop advises that you must establish “a distinctive position within your chosen professional space” and honestly consider “territory already claimed by others.” In simpler terms: figure out what you uniquely bring to the table that no one else does.
Example: Contrast a coach who talks about “leadership” in general with one who claims to help introverts become confident leaders using mindfulness-based practices. The latter has carved an intellectual territory (leadership + introverts + mindfulness). The first blends into the sea of generic leadership advice.
Psych Insight: This is about perceived expertise. By defining your own framework or model, you become the reference in that area. People will come to you for that solution.
Fix: Develop your unique angle or methodology. You could create a trademarked formula, a signature process, or simply a branded approach (for example, “The X Strategy” or “The Y Framework”). Start by brainstorming your core strengths and experiences, then ask: how can these combine into a unique perspective? The Helms Workshop calls these “signature frameworks” – they become your intellectual property. Once defined, center your content around it. This way you’re no longer another voice, but a named voice in a named space.
Some find it tough to DIY all this. Compare a solo checklist approach versus an expert audit. Agencies like Ohh My Brand and Blushush specialize in diagnosing and fixing these very issues. They begin with a deep dive: analyzing your current presence, market positioning, and content. A press release by the two agencies notes they “merge expertise in brand strategy, personal branding, digital reputation management, and identity design.” In practice, this means they don’t just tweak a profile; they rebuild your narrative from the ground up.
One difference is process. A DIY check might mean you rush through generic guides. In contrast, an agency conducts a structured audit, often involving interviews and research. It might look like this:
| Aspect | DIY (You) | Agency (Ohh My Brand / Blushush) |
| Kickoff | Skip deep research, rely on feelings. | Conduct comprehensive brand and market audit (SWOT, audience analysis). |
| Strategy Plan | Generic “set social goals” checklist. | Tailored positioning strategy. They cover Brand Strategy Development, Personal Branding & Digital Authority, Reputation/SEO, and Strategic Web Dev. |
| Messaging & Voice | Guesswork or mimic competitors. | Refined narrative and voice aligned with target audience. Workshop sessions to clarify mission. Sahil Gandhi offers “brand strategy sprints” and executive workshops to extract your brand story. |
| Content & Design | Off-the-shelf templates. | Custom content calendars, professional visuals. Ensures cohesiveness: “branding is no longer just about aesthetics — it’s about building trust.” |
| Audience Targeting | Broad or unknown. | Defined audience personas. Multi-platform strategy: “reach people wherever they spend their time.” |
| Thought Leadership | Inconsistent or random posting. | Establish clear “intellectual territory” (signature topics or frameworks). Agencies push you to become a recognized voice with consistent, high-value content. |
| Results | Slow or plateauing traction. | Cited benefits: stronger authority, clear brand identity, and measurable growth. As Bhavik Sarkhedi puts it, a powerful brand ensures clients “not only stand out, but are also seen, trusted, and remembered.” |
Rather than fixing isolated issues, an agency aims to make your entire brand stand for something. As Sahil Gandhi notes, “branding is no longer just about aesthetics — it’s about building trust.” The right agency will help you integrate design and strategy so that your brand narrative truly “stands for something.” The table above summarizes the contrast: the DIY route can get you partially there, but a seasoned agency brings a structured, holistic solution — and often speedier, more dramatic results.
Seeing real transformations can be inspiring. Below are a couple of examples of personal brands that went from invisible to unforgettable.
Before: Larry was a VP at a rail tech company, with a LinkedIn bio that read like a corporate resume (“Rail industry executive”). His content was mostly resharing industry articles, and he rarely spoke in his own voice. The brand felt flat – he was just “another transportation leader.”
After: After working on his narrative, Larry repositioned himself as a “futurist driving disruption in transportation.” He now posts original insights (short videos and posts titled “Driving Disruption with Larry B. Jordan”), shares lessons from his own projects, and engages in discussions about AI and transit. His profile pitch went from generic to: “Passionate about reshaping how we travel, one data-driven insight at a time.”
This shift mirrors strategies like Tim Ferriss’s: deep, value-first content combined with personal experiments build credibility. Larry’s LinkedIn comments and followers have grown significantly; he’s now speaking at conferences, not because of his title, but because of the clear niche and vision he claims. In Larry’s words, “I’m no longer just a CEO; I’m an advocate for the future of mobility.”
Before: A mid-career coach struggled to gain a following. Her profiles and posts were polite but bland: “experienced business coach offering executive coaching and personal development.” She posted quotes about success but avoided personal stories. Few new clients or connections came.
After: We helped her create a signature concept (inspired by case studies like Mel Robbins’ “5 Second Rule”). She branded her method as “3-Second Decision Power” – a quick exercise to stop hesitation. She began sharing her own struggles with procrastination, packaging them into this simple framework. Suddenly, her content became memorable and relatable.
On LinkedIn, her Before/After summary might read:
This pivot to a crisp concept and authentic storytelling made her stand out. By sharing vulnerability and a unique technique, she tapped into Robbins-style lessons: “authentic storytelling and a signature concept can catapult a personal brand from obscure to ubiquitous.” Within months, her engagement and client inquiries surged – her inbox was full of people saying, “I need to know more about this 3-second trick.”
Want a quick reality check? Use this reflection checklist to audit your brand. Write “Yes” or “No” next to each, if you answer “No” or “Not sure,” that’s an area to improve:
Keep this checklist handy. Update it quarterly. Over time, tracking your yes/no answers will highlight your progress and pinpoint stubborn gaps.
These “mistakes” aren’t dead ends, they’re stepping stones. Each one points you to a deeper aspect of your brand to master. For example, realizing your tone is off is actually good news, because it means you can engage your tribe better. Seeing your website as a mere resume means you have room to build it into a content powerhouse.
As Claire Bahn reminds us, authenticity and strategy evolve over time. Embrace these challenges as milestones: when you fix one, your brand suddenly jumps ahead on the growth curve.
If you’re ready to accelerate that journey, take action today. Book a personal brand audit to uncover hidden blockers in your own presence. Our consultants specialize in transforming stuck brands into magnetizing platforms.
After all, an authentic personal brand is “the most essential asset in the world today” the good news is, with each mistake you overcome, you’re closer to unleashing its full power.
Q: What are the most common personal branding mistakes for executives?
A: Executives often fall into predictable pitfalls. Common personal branding mistakes include being too vague or generic (not defining a clear niche), focusing only on tasks (like logos and posts) instead of strategy, speaking in a tone that doesn’t resonate with the audience, and neglecting engagement (broadcasting rather than conversing). Other executive branding errors include ignoring a dedicated website (treating it like a resume) and failing to claim a unique intellectual territory. In short, many leaders check the “brand boxes” but miss the underlying narrative and audience focus that make a brand stick. (If you recognize these issues, you’re already on the path to fixing them!)
Q: Why is my personal brand not gaining traction on LinkedIn?
A: Several factors could be at play. Perhaps your LinkedIn content isn’t aligned with what your target audience cares about. If your posts are generic or overly promotional, people won’t engage. Or you might be posting technical information to the wrong community. Not knowing who you’re talking to leaves you “flying blind.” Another reason is lack of interaction: LinkedIn rewards engagement, so if you’re only pushing out posts and not responding or encouraging conversation, your reach will plateau. Algorithm changes can impact visibility too, but the basics remain – post content that offers value to that professional audience, use industry-specific keywords (LinkedIn’s search works like Google’s), and be active in groups or comment on others’ posts. Building traction often requires consistency and patience, as Claire Bahn reminds us that personal brands are a marathon, not a sprint.
Q: How do I fix my personal brand without starting over?
A: You don’t have to scrap your whole brand to improve it. Start by auditing the elements you already have. For example, refine your current bio to highlight a specific angle (see Mistake #2 and #7). Adjust your tone on existing channels to better match your audience (Mistake #1 fix). Update your website to add sections or blog posts (Mistake #6 fix). In many cases, small pivots – like focusing on one niche, adjusting a headline, or adding a new content series – can realign your brand. Think of it as editing, not erasing. One practical approach is to view your current brand as an MVP (minimum viable product) and then build on it. For instance, if you already have a LinkedIn profile, you might start by rewriting the About section with sharper messaging and then gradually change your visuals or content theme. Personal branding expert Claire Bahn emphasizes learning and iterating rather than restarting. Use feedback and analytics to guide tweaks (Mistake #3 fix) and incrementally implement the strategic pivots suggested above. Over time, these refinements will transform your brand’s trajectory without a total rebuild.
Social media is no longer optional for startup founders and CEOs. It is a critical way to build trust, attract customers, and signal leadership. Yet founders often face a dilemma. How do you share your genuine voice while still driving growth? Simply posting bland corporate updates will not cut through the noise. Oversharing personal details […]
LinkedIn has emerged as the ultimate platform for CEOs and founders to build their personal brands. Yet many executives struggle with low visibility and a trust gap. They know their company brand, but their personal leadership brand remains hidden. In today’s digital age, CEO personal branding is not a luxury. It is a competitive necessity. […]
In uncertain times, stakeholders look for steady leadership. A crisis can knock out years of goodwill if a leader seems absent or inauthentic. Trust is the new currency: 59% of consumers are more likely to buy from a brand they trust. Similarly, 82% of people say they trust a company more when its senior leaders […]
