Personal branding is surrounded by myths, assumptions, and doubts. At Persona Cognita, we’ve worked with professionals at all stages of their careers, and we’ve heard it all. From fears of sounding too self-promotional to the belief that personal branding is only for extroverts. In this article, I’m exploring some of the most common myths and offering a more grounded, human perspective on what personal branding really means.
1. Personal branding is just posting on LinkedIn
Online channels present an easy way to start this journey, but they’re just one piece of the puzzle. Even if LinkedIn is the primary platform for many people to market themselves, it‘s important to learn how to present our personal brand in real-life situations. Personal branding includes the way we talk, make eye contact, respond to others, and treat people. It’s reflected in our body language, appearance, tone of voice, character traits and what people say about us when we’re not in the room. In reality, we should build a personal brand that lives beyond social media algorithms. Once, someone told me, ‘I love your energy!’, even though we hadn’t spoken much beforehand. It made me realize how we naturally project something unique, not based on mood, but on who we are at our core.
2. Why reinvent the wheel when creating content?
I’ve heard this phrase many times, from young professionals to CEOs. The truth is, it’s nearly impossible to Google someone’s unique experiences, insights, or personal lessons unless they already have a strong personal brand. Today, people seek fresh, human perspectives to get inspired, to learn, to feel connected. We trust people more than we trust brands. In today’s world, everyone is a brand, and we need to get comfortable marketing it. If there’s no genuine interest in strengthening your personal brand, there will always be a million reasons to hold back.
3. It’s cringe
If we fail to consider how we appear to others, don’t see the bigger picture, and never ask ourselves “What message am I really sending?”, then yes, it can feel cringe. Many think the “product” of personal branding is things like getting a new job, speaking at a conference, or landing professional partnerships. While all this is true, the invisible benefit is personal growth. We become better at evaluating our words and actions, and more aware of how we come across. Personal branding builds self-awareness and with it, emotional intelligence. I strongly believe EQ and personal branding are deeply connected: understanding how others see us is a core part of both.
4. It’s just for those who want to brag
Let’s be honest. If you’re not going to talk about your professional and personal experiences, achievements, and values, someone else will do it for you. And not necessarily the way you’d like. In a job interview, during a networking event, or when writing a professional bio, you’re not “bragging”, you’re simply shaping your image intentionally, with the right highlights and positioning. It‘s not about bragging, but rather creating value. Informational content (let‘s say about achievements) may sound like bragging, but what truly matters is how you present the information and why it’s meaningful to you. Knowing how to not only make a great impression but also leave a lasting one is a valuable skill in any context.
5. I must be an extrovert to build a strong personal brand
Everyone should feel equipped to present themselves authentically, regardless of their personality type. While some personal branding activities like public speaking may seem tailored to extroverts, they’re not the only path. Even those who appear comfortable on stage often feel nervous beforehand. Some people have strong personal brands without stepping into the spotlight very often. You can choose the channels that suit you best. It could be podcasts, events, or simply writing, like articles, newsletters, or even a book.
6. Only experts have permission to work on their personal brand
At any stage, whether you’re a student, just starting your career, or decades into your professional journey, you don‘t have to deserve to work on your personal brand. You don’t wake up one morning and think, “Today I’ve officially become an expert.” The truth is, expertise is built over time, and personal branding can support that growth. Whether you’re exploring a topic that interests you or sharing insights after switching careers, you’re already shaping your brand. And let’s revisit the first myth: personal branding isn’t just about what you post on LinkedIn. It’s your personality, your unique perspective, your values. You don’t need anyone’s permission to talk about that. In fact, personal branding in the workplace context becomes something even more powerful: employee advocacy. Every voice matters because when individuals share authentically, they not only grow their own reputation but also help humanize and strengthen the brand of their organization.
7. Personal branding creates communication noise online
When done right, personal branding is about adding value, not contributing to the noise. A strong personal brand is the result of consistent, thoughtful effort. If you think of your audience as your customers, your personal branding should be customer-centric. It’s about serving them – sharing insights, inspiring them, educating, connecting, or simply making them feel something. To avoid becoming part of the noise, zoom out and ask yourself: Am I bringing something meaningful to others, or just posting for the sake of it?
Personal branding is about the journey that happens when you actually start doing it. It’s about growth, mindset shifts, transformation, and so much more. At the end of the day, it’s not about chasing attention, it’s about owning your story and sharing your perspective in a way that feels authentic and intentional. Whether you’re just starting out or evolving in your career, your personal brand grows with you. And when nurtured with purpose and clarity, it becomes not only a professional asset, but a powerful tool for connection, learning, and impact.
Discover how a strong personal brand can support your goals — email us at viktorija@personacognita.com or hello@personacognita.com.