The new rules of personal branding in 2026
Amazon CEO Jeff Bezos famously said, ‘Your brand is what other people say about you when you’re not in the room’. Love him or hate him, it’s a soundbite that’s been used to sum up personal branding for years.
Today, the proverbial room is bigger than ever, with corners that stretch across LinkedIn feeds, Google search results and TikTok videos to podcasts, press, newsletters and the outputs of large language models like ChatGPT.
A personal brand is the reputation that exists around you. Something everyone has, but not everyone chooses to shape. Branding is the act of taking control of the narrative.
If that’s something you’re looking to do, here’s what you need to know about personal branding in 2026, starting with what it actually means.
What is personal branding?
Personal branding is the strategic art of shaping how people see you. It’s about creating, positioning and sustaining a clear narrative around who you are, what you do, and why it matters.
In practice, it looks like the way you speak, the work you share, and the conversations you spark.
LinkedIn is a key channel, but your personal brand exists wherever your audience is. In the podcasts they queue up, the articles they scroll, or the answers AI serves up, so a multi-channel approach is essential.
“Considering how large language models look for information on personal branding will become increasingly important as we move into 2026,” says Brandnation’s Global Head of Brand and Strategy Jeremy Page.
“A recent study found that 82% of people now use ChatGPT for research, compared to 64% on Google. It’s firmly challenging Google’s search monopoly, which means optimising how you appear in LLMs is something to start working on now.”
What are the benefits of personal branding?
Personal branding is about creating influence and trust that follow you wherever your audience is. Here’s why it matters:
✔️ Visibility
Being discoverable across Google, social feeds, AI search means people can actually find you. If they can’t, they can’t hire you, partner with you or follow your lead.
✔️ Authority
Thoughtful, consistent personal branding signals expertise and professionalism. People trust names they recognise and understand.
✔️ Opportunity
The right personal brand opens doors, from client acquisition and career moves to collaborations and investment opportunities.
✔️ Differentiation
In crowded industries, your story, perspective and voice are what set you apart. Personal branding gives you the power to craft and share your narrative.
✔️ Influence
A defined personal brand lets you shape conversations, helping you lead in your field.
✔️ Growth
Ultimately, a well-managed personal brand translates into tangible business results. More awareness, engagement and conversions.
7 tips for personal branding in 2026
1. Define your niche and audience
Clarify who you’re speaking to, what problems you solve and the perspective you bring. A clear understanding of these factors forms the foundation of your content and ensures it resonates with the right people.
Whether you’re after clients, investors or partnerships, your brand should tell a story that makes them want to buy in.
2. Own your digital footprint
Beyond LinkedIn, your name should be discoverable and consistent across Google, and now, LLMs to appear in AI search. Leverage social media, editorial sources, podcasts, blogs and newsletters (both your own and others’).
Audit your search results regularly to learn from them and ensure your digital footprint reflects your narrative.
3. Think multi-channel, multi-format storytelling
Different channels serve different purposes. LinkedIn for professional credibility, Instagram and TikTok for storytelling and personality, YouTube or podcasts for long-form thought leadership, and editorial content to drive LLM mentions and expand reach. Tailor your content to each platform’s norms with the same message, framed differently.
Take this post by strategist Joe Burns, designed to cut through busy LinkedIn feeds, it’s structured for shareability and prompts engagement naturally.
One insight can stretch far: a LinkedIn carousel, a TikTok reel, a newsletter feature. Repurposing smartly is how you scale presence without stretching yourself thin.
4. Authenticity is non-negotiable
Transparency, vulnerability and real-life stories resonate. We want to see humans, not corporations. Share lessons, failures and insights.
5. Invest in a recognisable visual and auditory identity
Consistent colour schemes, fonts, logos, video aesthetics can make you instantly recognisable across platforms. A recognisable identity gives your audience consistency and tells them what to expect. If they like it, they’ll keep coming back.
6. Engage with your community
Respond to comments, join conversations and actively nurture relationships. Trust and engagement are the foundations of any strong personal brand.
7. Measure, iterate, optimise
Personal branding isn’t static, so refine your narrative, content and approach based on data and feedback.
Engaging with your community is a great way to do this – you can monitor your reputation in real time to ensure your brand story stays in your control.
In 2026, your personal brand is one of your most valuable assets. If you want help building it intentionally and strategically, get in touch.
We’re an integrated marketing and communications agency with dedicated personal branding experts who know how to make an impact.
About the author
Natalie Clement
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
