A couple of months ago, we wrote about how personal branding isn’t just for influencers, it’s a powerful tool for marketers to stand out, connect, and grow their careers. And we still believe that. But we’ve been noticing a shift in the conversation lately, particularly on LinkedIn.
Some people are pushing back on the idea of personal branding altogether. They argue it’s become another layer of pressure. That it’s performative, it it turns people into products. Others say it’s still one of the most important ways to shape your career, especially in competitive industries like marketing.
So which is it?
Let’s unpack both sides of the debate.
The Case For Personal Branding
Personal branding, when done with intention and authenticity, can be a career game-changer. It’s not about creating a fake version of yourself. It’s about being clear on who you are, what you value, and how you want to show up professionally.
For marketers, especially, this isn’t just fluff. It’s about practising what you preach. You're already building brands for businesses, why wouldn’t you do the same for yourself?
A clear, well-positioned LinkedIn presence can help:
Attract roles that align with your values and skill set
Build trust and credibility with clients, hiring managers, and peers
Showcase your thinking through content, case studies, or opinions
Grow your network in a meaningful way
And in a world where algorithms are noisy and the job market is competitive, being memorable and visible can open doors that a CV alone never could.
The Case Against Personal Branding
But not everyone sees it that way.
There’s a growing sense of fatigue (especially on LinkedIn) around the pressure to constantly ‘show up’ online. Critics argue that the platform is veering into personal diary territory, that authenticity is being commodified, and that personal branding can feel more like performance than professionalism.
Some of the concerns we’ve heard:
“It’s exhausting to always be ‘on brand”
“It feels fake when everyone’s talking in soundbites or curated vulnerability”
“I just want to do great work - "I don’t want to be a ‘brand’"
And to be fair, they’re not wrong.
There’s a fine line between sharing valuable insights and sharing for the sake of visibility. When personal branding becomes a box to tick, or worse, a metric to chase, it loses its meaning.
So… Where Do We Land?
At Kin, we believe personal branding can be powerful....but it shouldn’t come at the cost of your wellbeing or your authenticity.
Here’s our take:
Personal branding is not mandatory. Not everyone wants to be visible online, and that’s okay. You can still have a brilliant career without posting weekly thought leadership content.
But if you do want to grow your presence, think of it less as ‘building a brand’ and more as building a reputation. What do you want people to associate with your name? What kind of work do you want to be known for?
Keep it human. The best personal brands aren’t the loudest or most polished. They’re the ones that sound like real people, with real insights and real stories.
TL;DR: It’s Personal for a Reason
There’s no one-size-fits-all when it comes to personal branding.
If you love sharing your thoughts and showing up online, go for it. If you prefer to keep your head down and let your work speak, also valid.
The point is: you get to choose.
We’re here to help marketers figure out what works for them, without the pressure. Whether that’s polishing up your profile, building your network more intentionally, or just getting clearer on how you want to be seen.
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Want a sounding board? We’re all ears.
Drop us a message and let’s chat about how you want to position yourself this year, brand or no brand.