All My Friends Are Influencers... Why Personal Brands Are Part of Life Now
Not so long ago, the idea of having a “personal brand” felt… well, a bit embarrassing.
It sounded like something for influencers or reality stars. Something reserved for people who wanted to be famous. Not something for regular people. Not something for me, or my friends, or the woman running a graphic design business from her kitchen table.
But lately, I’ve noticed a shift.
All my friends have personal brands now. Whether they’re calling it that or not.
So what is a personal brand?
A personal brand isn’t about logos or colour palettes or becoming an influencer. It’s the impression people have of you… online and off. It’s what comes to mind when someone sees your name pop up on Instagram, hears your voice, or scrolls past your face in a reel.
It’s a mix of your values, your personality, your tone of voice, your story.
It’s not necessarily strategic. But it is consistent.
And whether you’re intentional about it or not, it’s there. We’re all building personal brands, simply by being visible online.
Why does it matter so much now?
Because the internet is where we show up.
It’s where we share our lives, grow our businesses, build our careers, find our communities. Even if you’re not a “content creator,” you’re still curating some version of yourself whether that's through the things you post, the tone you use, the causes you support or the photos you share.
And if you do run a business, personal branding becomes even more essential. People don’t just want a polished service or clever product. They want to know the person behind it. They want to trust you and trust starts with seeing you.
Whether you’re a therapist, a coach, a designer, or a florist, the days of hiding behind a logo are over. People are drawn to people. And visibility has quietly become part of the job.
But showing up comes with tension, especially for women.
If you’re in your 30s, 40s or 50s, chances are you weren’t raised to “be seen” like this. There was no internet, no incriminating photos from nights out, no selfies or a general need to share so much of your life.
Plus you were probably taught to be humble. Not loud. Not attention-seeking. Not someone who “shows off.”
And now, the online world asks you to do the opposite.
Post pictures of yourself.
Talk about your work.
Share your story.
Build an audience.
Create content.
Be visible.
That shift can feel jarring. And for many women, deeply uncomfortable.
I see it all the time in my work. I’m a brand photographer, and I mostly work with women in business, many of whom arrive at our shoots saying, “I hate having my photo taken” or “I’m just not photogenic.” Others feel more confident but worry about looking “too curated” or “not polished enough.”
There’s a constant tension between wanting to appear professional but also human. To look capable, but not intimidating. To be honest, but not overshare.
And I completely understand. I might be behind the camera most days, but I still find it weird posting photos of myself. I’ve hesitated over photos, cringed at videos, delayed sharing things because I wasn’t sure what people would think.
But I’ve also seen what happens when women push through that fear.
I’ve seen them light up during shoots when they feel truly seen. I’ve seen them step into the spotlight with confidence too.
Because that’s the thing: building a personal brand isn’t always about marketing.
Sometimes it’s about identity.
So what’s really going on here?
I think, quietly, a lot of us are using our personal brands to say something.
This is who I am.
This is what I care about.
This is how I want to be known.
Whether it’s conscious or not, it’s a form of self-definition. In a world that moves fast and demands a lot, it’s a way of pressing pause and saying - this is me. And if other people connect with it, that’s a bonus.
Yes, personal branding can be strategic. But it can also be grounding.
It’s about agency.
Connection.
Belonging.
And when it’s done with integrity, it doesn’t feel fake. It feels powerful.
So yes - all my friends have personal brands now.
Not because they’re trying to become influencers.
Not because they want to sell you something.
But because being visible has become part of modern life and we’re learning to navigate it in our own, often messy, hopefully meaningful way.
Some of us are building businesses. Some of us are just showing up.
But all of us, in some small way, are choosing to be seen.
And honestly? I think that’s something worth celebrating.
Written by Maryanne Scott
WEBSITE: http://www.brandingphotographer.co.uk
INSTAGRAM: http://www.instagram.com/brandingphotographeruk
