Startup Saturdays
Why Your Personal Brand Is Your Most Valuable Business Asset
How to build your personal brand isn’t just a buzzword—it’s a foundational move for any entrepreneur looking to grow a real business with real staying power. Whether you’re launching your first offer or scaling a side hustle, your personal brand shapes how people see you, trust you, and choose to work with you.
And if you’re anything like I was when I started, you might be thinking, “I’m not an influencer. Why does this matter?”
It matters because your brand is what helps you attract the right clients, build the right partnerships, and create opportunities that align with your values—not just your hustle. Let’s keep it simple—no jargon, just clear steps to help you build your brand with confidence.
What Is a Personal Brand (And Why It Matters)
When I first started Backbone America, I wasn’t thinking about branding. I was focused on tools, systems, and the services I could offer. But what ultimately made the difference in who hired me, who followed my content, and who referred others my way—was the trust they felt in me.
Over time, I realized my personal brand was showing up long before I tried to define it. It revealed itself through my clients’ eyes. They described me as someone who brings structure to chaos, who asks the questions that unlock clarity, and who creates systems that actually work—not just sound good. That feedback shaped how I now think about branding. It’s not just what you present—it’s what people consistently experience when they work with you. (You can read some of those reflections on my testimonial page.)
A strong personal brand builds that trust and credibility. It helps you stand out, especially in saturated markets where a dozen people might offer similar services. Your brand shows why you.
It also allows you to align your business goals with your authentic self, which leads to more consistent decisions and better boundaries. And let’s be real—clarity feels good. It keeps you grounded when the entrepreneurial chaos kicks in.
Identify Your Unique Value and Audience
You can’t build a brand without first knowing what makes you worth following.
This part takes more self-reflection than strategy. For me, it meant stepping back and really analyzing what people kept coming to me for, what kinds of work felt energizing, and which lessons kept showing up in my life. I paid attention to patterns—what clicked, what felt aligned, and what helped others the most. You don’t need a fancy method. Just carve out the space to get clear on what you bring to the table.
Use mind maps, audio notes, sticky notes—whatever works. The point is to dig deep and name your unique value proposition. You don’t need a catchy tagline. You just need to get real with yourself about what you bring to the table.
For me, I realized my value isn’t in flashy formulas or big promises. It’s in helping first-time entrepreneurs build real businesses—not just Instagram-worthy ideas. I bring a grounded blend of strategy, automation, and mindset clarity. People come to me when they feel overwhelmed or overextended and need a clear, respectful way forward. I simplify complexity without watering it down. I’m known for being transparent and direct—I don’t avoid hard conversations, and I’ll challenge limiting perspectives when they don’t match reality.
Why I Believe in Possibility
That mindset—the refusal to accept “I can’t” as the final answer—I’m sure comes from my time in the military.
Create Consistent Content That Reflects You
If your brand lives in your head but doesn’t show up anywhere, it might as well not exist.
That might be online: maybe it’s a blog or newsletter if you like writing. Maybe it’s short videos, a podcast, or even regular posts on LinkedIn or Instagram. But it can also mean in person.
One of my favorite restaurants here in the valley is Juan’s Flaming Fajitas. The food is amazing—the best Mexican food I’ve had locally—but it’s the service that brings me back. Juan’s uses a collaborative model. Rather than one server being solely responsible for specific tables, multiple servers work a specific area, ready to help. You’re never left awkwardly flagging someone down for a napkin, stuck with cotton mouth with your empty glass, or watching your food grow cold because you’ve dropped your fork on the floor.
The servers are ever present and on the watch to serve, but conscientious not to ask you “how’s everything?” the moment your mouth is full of your first bite. You know what I mean.
That, right there—that feeling of being taken care of—and not absentmindedly—is part of their brand.
How you build your personal brand works the same way. It’s not just what you say. It’s how people experience you—in person, through your services, in how you handle follow-up, or how you show up when no one’s watching. Whether you’re hosting a workshop, replying to a comment, or handing someone your business card at an event—your brand is already communicating something.
So be intentional about it. And more importantly? Be consistent. You don’t need to be everywhere. Just make sure that where you are, you’re fully there.
Engage and Grow Your Network Authentically
Some of the best relationships in my business started with simple conversations. I’m naturally curious about people—I don’t know why, but I genuinely want to learn what motivates them, what they love, and what they’re dreaming about. I can’t tell you how many career employees I’ve met who are quietly craving financial freedom—just waiting for someone to listen long enough to notice.
When I take time to hear people’s stories, they almost always reveal their needs. And that’s where real opportunities live.
You’ll find them in the comments section, on virtual coffee chats, or at local events. Don’t underestimate the power of engagement—especially when you’re just getting started.
The key is to be curious, not salesy. Ask real questions. Celebrate others. Share someone else’s post because it genuinely inspired you. And when people engage with your work? Respond. That follow-through matters.
Networking doesn’t have to look like business cards and pitches. It can be:
Joining a mastermind
Commenting meaningfully on someone’s post
Hosting a casual group call with peers in your space
This part is about mutual value—not transactional gains. And when you do it with intention, your brand becomes more than just visible. It becomes trusted.
Your Personal Brand Is a Journey—Start Building Today
Here’s what I want you to remember:
- Your personal brand isn’t something you wait to “get good enough” to build. It’s something you grow through action.
- Start where you are. Speak from what you know. Stay consistent, not perfect.
Over time, the small steps—clarifying your message, posting with purpose, showing up with integrity—become something powerful. They become your reputation.
So if you’re sitting on ideas, wondering if now is the time, it is.
Your brand matters. Your voice matters. And yes, people are watching.
