Personal branding is one of those topics that sounds like it belongs to influencers or self-help speakers. But for designers, especially those working independently or trying to stand out in a competitive field … it matters more than most of us want to admit. To that end, we can all agree how much we hate self branding … but it’s important.

It’s not just a color palette or a unique logo (though, sure, that can be part of it). You need clarity, consistency, and you need something to say.

Why Build a Personal Brand?

Designers are often told “your work should speak for itself.” That might be true in an ideal world, but the reality is more complicated. Your work might be excellent, but unless people can find it, understand it, or remember you, it won’t do much for your opportunities.

Whether you’re freelancing, job hunting, or trying to build credibility within your organization, having a recognizable personal brand helps you:

• Get noticed (by recruiters, collaborators, or clients)
• Be remembered (for your unique voice or point of view)
• Build trust (consistency signals credibility)
• Attract the right kind of work (not just whatever shows up)

I’ve worked with plenty of incredibly talented designers who struggle to get traction. Not because of skill, but because they’ve never really articulated who they are, what they believe in, or what kind of problems they love solving.

What Works (IMO)

1. A Clear, Simple Positioning Statement: You should be able to describe who you are and what you do in one or two sentences … without buzzwords! This shows up on your site, LinkedIn, or when someone asks, “What do you do?” It doesn’t have to be revolutionary. It just has to be real.

• “I’m a product designer who specializes in simplifying complex systems in healthcare.”
• “I help startups turn early ideas into usable, testable prototypes.”

2. Showing Your Work (and Thought Process): This isn’t just about posting pretty screens. It’s about showing how you think. Do this through case studies, blog posts, talks, or even short social posts. Don’t underestimate the power of explaining why you did something.

3. Consistency Across Platforms: Use the same name, profile photo, tone, and bio across LinkedIn, your portfolio, and anywhere else people might find you. Fragmented brands confuse people. Cohesive ones make an impression.

4. An Opinion or Perspective: You don’t have to be loud, but you do need a point of view. What do you care about? What kind of problems light you up? What frustrates you about the way things are done? These are the things people remember, and the signals that attract likeminded collaborators.

5. Patience and Repetition: It takes time. A personal brand isn’t a campaign … it’s the result of consistent effort over time. Say the same things often, how up where it matters, and keep refining as you go.

What Doesn’t Work (IMO)

1. Mimicking Other Designers: It’s fine to borrow inspiration, but don’t try to copy someone else’s entire identity. If you don’t actually care about typography or Web3 or motion design, don’t build a brand around that just because it’s trending.

2. Overbranding Yourself: If your brand starts to feel like a gimmick … or if it’s all fluff and no substance … people will tune it out. You don’t need a perfect visual identity before you start sharing your thoughts. Focus on being helpful, insightful, and clear first.

3. Chasing Followers Instead of Relationships: Personal branding isn’t about becoming internet-famous. It’s about building the kind of reputation that helps you connect with the right people. Ten meaningful connections > 10,000 random likes.

4. Staying Silent Too Long: Waiting until everything’s “just right” is a trap. Start small! You build a personal brand by showing up … even if it’s imperfect.

5. Losing Sight of the Actual Work: A flashy online presence can get you in the door, but the quality of your work is what keeps you there. Don’t let the optics become more important than the craft.

Final Thoughts

I don’t consider myself a “brand,” but I do think hard about how I show up. What I say, what I post, what I care about. Over time, that adds up to something bigger than any single project or job title.

If you’re thinking about your own personal brand, don’t overcomplicate it. You’re not trying to be someone you’re not. You’re just trying to make it easier for people to understand who you are and why they might want to work with you.

Until the next volume, thanks for joining me. 
- Andrew Preble