Why Your Personal Brand Matters More Than Ever
Personal branding is no longer a “nice to have”. From CEOs to creators, the lines between person and brand have never been blurrier.
If you’ve spent more than five minutes on LinkedIn lately, you’ve seen the explosion of “personal branding experts,” thought leadership hot takes, and professionals of all levels suddenly appearing online with polished content and strong points of view.
But beneath the buzz lies a deeper shift. Consumers trust companies less and people more. And this is reshaping how brands are built, how influence works, and how marketers need to operate.
In this episode of Canned, Ben and Steph dive into the realities, risks, and opportunities of personal branding today, from celebrity endorsements and internal influencers to corporate guardrails and career strategy.
The Context: A Distrustful Consumer and a Changing Influence Landscape
Marketers have always borrowed influence from big personalities. Celebrity endorsements are as old as advertising itself. But something fundamental has changed.
As Ben explains, 75 percent of consumers trust companies less than they did a year ago, while trust in individuals is rising. That means the “market” for influence has shifted from corporate channels to people: creators, CEOs, employees, and even everyday professionals building an online presence.
TikTok, YouTube, Instagram, and now LinkedIn are where authority is being built, often by individuals with no corporate badge and no traditional credentials.
The result
People are influencing buying decisions, category thinking, and brand momentum at a scale once reserved for major advertisers.
Inside the Episode: Key Themes and Arguments
1. The Creator Economy Isn’t a Trend, It’s a Restructuring of Influence
The Cannes Lions conversations on creators opened something for both Steph and Ben: Creators aren’t just supporting brands. Sometimes they are the brand’s growth engine.
The pair discuss the example of UK drinks brand Poppi and the outsized impact of creator Alex Earl on its valuation. When the audience at Cannes ran to meet her instead of the brand’s CMO, a truth crystallised.
People don’t aspire to follow corporations. They follow people they feel connected to.
2. Why Personal Brands Outperform Corporate Messaging
Consumers can smell corporate polish from a mile away. They want personality, consistency, and authenticity. That’s why Ben’s example of Eugene Healy a marketer with half a million followers and a cultlike industry following hit home.
Eugene built trust by showing up consistently and delivering value. And that trust extends to the brands he partners with.
3. Consistency Builds Trust. Whether You’re a Person or a Company
Steph draws the parallel:
What makes a strong brand also makes a strong personal brand.
A consistent tone of voice
Clear values
Recognisable behaviours
Showing up the same way every time
That’s what makes people trust you.
4. The Corporate vs Personal Brand Balancing Act
This is one of the biggest tensions today. Employees worry that posting on LinkedIn makes them look like they’re job-hunting.
Others fear saying something that their employer wouldn’t approve.
Steph shares examples of people who privately agree with her posts but are afraid to comment publicly for that reason.
Ben’s view
You can always talk about topics, even if you can’t talk about your company. And your personal brand doesn’t need to match your job title. It should reflect your expertise, interests, and ambition.
By the time the job is posted, he argues, it’s too late. The people with strong personal brands are already in the pipeline.
Challenges and Realities Discussed
1. Companies Fear Losing Control
When creators build content on behalf of a brand, corporate marketers feel exposed.
Will the creator go off-brand
Will the tone fit
Is the risk worth it
But as the hosts point out, creators often improve brand resonance because they aren’t weighed down by corporate guardrails.
2. Internal Influencers Are Rising, And That’s Messy
Brands are beginning to use junior staff as “faces of the company”.
Steph feels for them.
They’re suddenly performers. They’re unsure if they’re representing themselves or the brand.
This raises questions
What happens when they leave
Can their face be endlessly reused
Does it help or hinder their career
No one has fully worked this out yet.
3. Authenticity Is Harder Than It Sounds
Trying too hard breaks trust.
Changing your voice breaks trust.
Pretending to be someone you’re not breaks trust.
Both hosts note that the audience can feel the difference when someone is forcing a persona rather than inhabiting their true voice.
Lessons, Insights, and Takeaways
1. A Personal Brand Is Not Optional Anymore
If you sell services, lead a team, run a business, or want a career that grows faster than your job description, your personal brand matters.
People buy from people especially in B2B.
2. You Don’t Need to Be a CEO to Build Influence
LinkedIn democratised thought leadership.
Marketers, junior staff, freelancers, and operators can build authority simply by showing up.
3. Your Brand Can Be Aspirational
Your LinkedIn headline doesn’t need to match your current job title.
It should reflect who you want to be known as.
4. Role Models Help You Shape Your Voice
Ben cites the hosts of Hard Fork and Eugene Healy as influences. Steph references leaders like Jason Paris and Rob Fyfe people who blend personality with leadership.
Study others, but don’t copy them. You’re building something uniquely yours.
5. Corporate Leaders Can Become Brand Assets
Jason Paris’s casual office tour video is a masterclass in authentic leadership.
Joely Hodson’s presence at Spark Accelerate reinforces her credibility.
Her investment in tech events signals strategic confidence.
These CEOs amplify their brands by being visible and real.
Practical Tips for Building a Personal Brand (Without Being Cringe)
1. Start with consistency, not perfection.
Pick one topic and show up with it regularly.
2. Speak like yourself, not like a press release.
Your energy should match your natural voice.
3. Commenting is content.
You don’t need to post. Start by sharing smart, thoughtful viewpoints on others’ posts.
4. Avoid the trap of “corporate neutral”.
Ben’s tip
Have a point of view. Even a light disagreement builds clarity and trust.
5. Don’t overshare, especially if you’re consulting or agency-side.
Steph highlights the need to balance authenticity with confidentiality and professionalism.
6. If you’re early-career, volunteer to make content.
It’s portfolio gold. It shows initiative.
It gives you on-camera confidence.
And it can fast-track your career.
7. Remember: your personal brand is simply how people experience you.
No theatrics required.
Just clarity, consistency, and character.
Personal Brands That Nailed It (According to the Episode)
Jason Paris – One NZ
Charismatic, visible, playful, and authentic.
He embodies the brand while still being unquestionably himself.
Joely Hodson – Spark
Strategic, credible, forward-thinking.
A CFO-turned-CEO bringing transparency and confidence to a major NZ brand.
Dan Carter – Athlete to Commercial Force
A masterclass in monetised personal branding.
He partners only with brands aligned to his values and image.
Mark Moore – Stolen Girlfriends Club
Founder and walking brand embodiment.
He never appears out of aesthetic alignment with his own label.
Personal branding isn’t about being loud or flashy or reinventing yourself as a “thought leader”.
It’s about showing up consistently, sharing what you know, and offering your audience something of value.
It helps you
Attract better opportunities
Build trust faster
Enhance your employer’s brand
Grow your influence
Become discoverable in your field
And as Ben and Steph prove every week on Canned, it can also be fun.
We’re in a new era of influence where people, not corporations, shape how markets move. Whether you’re a marketer, a leader, a creator, or simply someone building a career, your personal brand is already speaking for you.
The only question is: Are you shaping it intentionally
🎧 Watch or listen to the full episode for deeper insights and real-world examples.
💌 Subscribe to Canned on Substack to get future episodes, articles, and marketing insights straight to your inbox.
 | A guest post by
|
Full episode here: https://youtu.be/hExtRwk9k7o?