6 Tips for Building a Personal Brand to Grow Agency Awareness

Is your LinkedIn also flooded with personal branding tips, hacks, and how-to guides? It’s become a hot topic, and for good reason — more professionals are realising its potential. A personal brand is a reflection of who you are, what you stand for, and what you want the world to remember about you. When combined with consistency, the message you spread builds lasting credibility and trust with your desired audience.

Employee voices are driving a shift in content engagement: audiences are connecting with people more than with faceless brands. After years of invasive advertising and inconsistent behaviour, today’s consumer don’t trust brands like they used to.

With so many agencies and freelancers to choose from, how does your agency stand out? A good SEO strategy and running paid ads isn’t making the cut anymore. You must create trust and adopt a unique brand tone of voice. This can be achieved by leveraging a personal brand – we’ve seen it happen so many times with thriving businesses. Direct-to-consumer brand Tala, has become a household name – partly thanks to founder Grace Beverley’s influential personal brand. Similarly, agency professionals like Dave Harland have built impressive followings that indirectly enhance the visibility of the agency he leads, Copy or Die . The effort put into their personal pages, then indirectly diverts watchers to their business overtime.

The talent within your agency holds a wealth of skills, knowledge, and experience. Don’t let that valuable resource go untapped — it could be your secret weapon for success.

Traditionally, agencies have focused their marketing efforts on Google ads, industry exhibitions and branded social media. But now, audiences want something else – something real!

Trying to get a client to trust your agency is tricky – why should they? SMBs owners might be impressed by reviews and case studies about your agency — but real trust can be built amongst human interaction. Not long ago, we began trusting influencers for product recommendations on social media. Today, we trust experts with business decisions. As with any marketing campaign or business pivot, preparation is key to getting it right.

A personal brand can give a face to your agency, making it more relatable and approachable. A solid strategy will position you as thought leader, and can help agency owners leverage networking, partnerships. But what are they key elements you should know before committing to this journey?

You don’t have to be the sole “face” of your agency; however, advocating for the brand and positioning yourself as an expert in the field will attract attention to your business naturally. Remember, we’re not just connecting business-to-business (B2B); we’re connecting person to person.

They are many reasons why humanising your agency a good idea – but connecting with folk who are interested in what you have to say comes out on top. Creating a community of likeminded individuals allows you to form deep connections, and everyone involved has a sense of belonging. When your audience is consistently engaged with your stories, experiences, and expertise, they will trust you more. Over time, this expanding community enhances your influence and draws keen attention to your agency.

Here’s our tips for making credible content as an agency owner:

We’ve been conditioned to believe that marketing collateral should be flawless. But these days, flawless won’t help you stand out… You’ve probably noticed that the most engaging content is a bit unhinged and feels authentic. A study by Jago revealed that 62% of consumers are more likely to engage with authentic content. Don’t be afraid to take a more relaxed approach with content.

Don’t let fear hold you back. It’s hard to get over the imposter syndrome at first, but if you stay consistent – you’ll soon find your feet!

Keep up with developments in your industry and your client’s niche. Sign up for newsletters, read relevant studies and articles, and follow industry experts.

While tone of voice is crucial for connecting with your audience, don’t forget to show your face too! Short-form content is here to stay, and it’s incredibly popular. To truly stand out, get in front of the camera and engage directly with your audience.

If it’s a hot take, make it clear. If your stating facts, cite your sources.

We all get stuck in a creative rut sometimes. There’s no shame in using ChatGPT for prompts for content or strategy ideas.

I’ll hazard a guess that your agency has been trying every quick win and traditional method to increase brand awareness and get prospects down the sales funnel. The problem is, audiences are becoming immune to branded content and vain copy about how great you are. However, utilising a personal brand creates a deeper, more authentic connection. When messaging comes from a person rather than a graphic – it’s more relatable and trustworthy.

Most agency owners start building their personal brand on social media. It’s a great way to experiment with content, grow an audience, and share your message. You’ll notice that highly engaging business owners rarely push their audience directly to their business. Instead, people naturally become curious about their work or agency. While a personal branding campaign might not immediately bring in a lot of business, over time when your audience needs a marketing agency, your name will be top of mind.

From there, it creates a snowball effect, boosting visibility even further! Consistent efforts lead to opportunities such as:

Imagine you’re a business owner searching for a marketing agency. Who would you trust with your online presence: someone who consistently showcases their expertise, engages actively with their audience, and has built trust in their industry. Or would you prefer someone who is virtually invisible online, posting infrequently and receiving little engagement? I know who I’d choose…

Personal branding attracts ideal clients to your agency in several impactful ways:

A strong brand is what sets your apart and allows potential clients to identify what you bring to the table over others

If you have tons of stories and skills, don’t sit on them – use a platform to shout about what you’ve achieved

Members of your network become advocates on your behalf and are more likely to refer you to their own connections, expanding your reach further

Now that you understand how a personal brand can elevate your agency to new heights, let’s delve into how to embark on the journey.

To do this you need to define what your good at, what interests you, and what your values are. Get a pen and paper and write a list of these things. If you’re struggling, try using the the “ Ikiagi ” framework!

Many agency owners are active on LinkedIn, using it as a platform to showcase their expertise and connect with peers in their industry. Our Sales Manager Jeni , has great success on LinkedIn connecting with other sales and agency folk. However, if your goal is to reach small and medium business owners, it’s essential to engage on the social media platforms they use as well. If your targeting decision markers in the direct-to-consumer (DTC) market, platforms like Instagram and TikTok are likely to be more effective – since that’s where their clients spend time. Ultimately, choosing the right platforms depends on where your audience is present, so think it through carefully!

If you’re committed to consistency, it’s important to outline the mission before you start. What will your audience find value in? Defining specific goals that underpin every post will ensure you message is consistent. Additionally, establish content pillars and formats. For instance, your content pillars could include success stories, behind-the-scenes insights, and educational content with your perspectives on relevant topics. Next, consider where this content will be shared: behind-the-scenes content and hot takes may be suited for TikTok, while educational pieces could be more appropriate for LinkedIn and your newsletter.

Personal branding can sometimes be reactive, but having a content plan will keep you accountable. At the beginning of each month or week, take the time to outline what you intend to post. This structured approach will guide your efforts, but allow space for spontaneous bursts of inspiration and timely news updates. Flexibility is key to staying relevant and authentic!

Authentic content doesn’t mean be crazy and unhinged… Or maybe it does! Whatever type of person you are, embracing your authentic self is essential to finding your tribe. Although what your write or speak about will be value driven, there is also so much value in showcasing your personality and humour. Authenticity not only makes your message more relatable but also helps you stand out in a crowded space. So, don’t be afraid!

If your an agency owner, a personal brand will naturally set the tone for your agency’s vibe too. This is a great opportunity to humanise your agency’s values. For example if you share a passion for helping small and medium-sized businesses (SMBs), the audience will position your agency as having the same mission.

Who’s your favourite person to follow on online? Why do you like their content? In the agency space, there are bunch of experts nailing their engagement because they have established a unique tone of voice. Here are a couple of our favourites:

Katie is the founder of Street Agency , who offer “a marketing lead approach to solving sales problems: in the B2B space”. Their mission is to turn B2B from “Boring 2 Brilliant”. Traditionally B2B has been viewed as white-collar and dull when it comes to marketing, but Street Agency brings a fresh, modern perspective for creating marketing strategies that drive sales.

Katie is the driving force behind the brand, and it’s clear to see. Her fun-loving and enthusiastic personality shines through effortlessly. Her LinkedIn content is vibrant, engaging, and impossible to ignore. In addition to speaking at numerous events, Katie recently launched a podcast to further expanding her personal brand and Street Agency’s reach. It’s evident that Street Agency is her baby, and her energy is infused into every aspect of the business.

One of my other favourite agency owners to follow is Joe Hale. His consistency should be praised – not only does Joe post most days, he’s also mastered a unique tone of voice and getting his message across – I never skip a post!

Joe is passionate about the power of niching, especially when you run an agency. For his SEO agency, the focus is on fashion and fitness – industries he truly loves. His posts reflect this passion, with insights and stories about his work in these fields.

What makes Joe stand out is not just his expertise in SEO, but how he combines it with his dedication to serving these specific industries. His commitment to niching has become a defining element of his personal brand, making his content and Verde’s mission seamlessly aligned.

In today’s crowded agency landscape, personal branding is no longer just an option – it’s a powerful tool for standing out. By humanising your agency and sharing unique stories on personal platforms, you can build deeper connections, trust, and credibility with your audience. As clients increasingly seek authentic interactions, a strong personal brand is what will set your agency apart in a meaningful way.

Whether you’re just starting out or refining your current strategy, remember to stay authentic, be consistent, and embrace the fact that there’s only one you. The future of marketing is personal – don’t miss the opportunity!

Helping agency’s with their personal brands isn’t out forte. But if you’re interested in learning about how Insites helps agency’s sell more with online audits, get in touch!