The Moment I Stopped Trying to “Build” a Personal Brand

And how I finally found clarity, confidence, and the right clients.

When I started building my personal brand ten years ago, I had never even heard of personal branding. And honestly? That was a blessing. It meant I could just follow my instincts, take things step by step, and share my experiences without pressure or expectations. I was simply connecting with people in a way that felt natural.

Then the world changed.

These days, twenty-somethings share life advice through mirror selfies on LinkedIn and teach you how to make six figures overnight. Meanwhile, I’m almost 40, living in Eastern Europe, with nearly 20 years in digital media. Social media used to be a space for real self-expression—something we actually enjoyed. But over time, it turned into a race for attention, bigger promises, and quick profits. It’s all about who can achieve the biggest results in the shortest amount of time.

At this point, I can finally say it out loud: I don’t work that way. I don’t fit into that world.

But for a long time, I tried. I blamed myself for not being able to keep up. I spoke to myself so harshly for failing to meet the expectations of the “masculine-energy sales club” I had somehow joined. I thought that if I surrounded myself with those kinds of people, they would transform me. But why did I ever think I needed to change in the first place?

I don’t even want to count how many courses I’ve bought that turned out to be completely useless. They all promised a single strategy, a one-size-fits-all approach. But we are not all the same.

We spend too much time trying to wear someone else’s skin instead of discovering our own path.

I took personal branding too seriously, at least the version of it preached by people who don’t actually understand reality. I followed all the so-called rules, step by step, only to feel completely disconnected from the brand I had built. I looked at my own posts and all I could see was someone desperately trying to achieve something.

The solution was right in front of me the whole time. I just didn’t see it because I was letting a thousand different voices tell me what I should be doing. But deep down, I already had everything I needed to create something I truly loved again.

A space online where people gather not because of some marketing trick, but because it feels good to be there. Because they feel seen and heard. Because the stories, lessons, and insights I share help them in some way.

And all I had to do was listen to myself and act accordingly.

Now, I no longer try to be someone or craft a personality to build online. I just share what’s real. What I experience. And more and more people are coming to me with trust.

At this point, some might ask, “Okay, but how do you actually make money? Because you haven’t mentioned your money-making tactics yet.”

Well, here it is: I have complete clarity on what I’m good at, what skills and experience I bring to the table. I know what I’ve lived through and what I’ve learned from it. My strategy? To share it.

Not exactly the trendiest approach, I know. But personal branding starts with self-awareness. And it never really ends.

Now, I love what I do. Every morning, I wake up excited to share something new with my audience. I feel creative again. Free. And the best part? The right clients are finding me, people who get me, who I can actually help in a meaningful way. I help them see their own strengths, their uniqueness, and position themselves with confidence, without all the external noise.

I truly can’t imagine a more fulfilling job.

Warmly,
Andi