Personal branding is definitely having its moment right now. It feels like it's all anyone talks about on LinkedIn, podcasts and networking events. Everyone's building a personal brand and trying to establish their place within their industry. Whether you're a founder, consultant, creative, employee or somewhere in between, people want to know who they're dealing with. They want to understand what you're good at, what you stand for and why they should trust your opinion over someone else's.

Yet despite this shift, we all know where the majority of the attention is going: LinkedIn. For many, personal branding starts and ends with a LinkedIn profile and little else. While there's nothing wrong with investing time into the platform, it's surprising how often the rest of the brand gets neglected in the process.

Okay, we get it. LinkedIn has proved itself as one of the most powerful platforms for building visibility and growing an audience. We use it ourselves. But the reality is: it's just one piece of a very big puzzle. People spend years building a following on social media while neglecting the very assets that would strengthen their brand long-term.

At MadeByShape, we're a web design and branding agency based in Manchester, and we've worked with personal brands across a variety of industries, from household names like Gary Neville and Sacha Lord to founders looking to establish themselves within their sector. We’re going to tell you why investing in your personal brand is well worth it, but we're not here to make it sound more complicated than it needs to be.

We believe the best personal brands are the ones that feel genuine from day one. They show the person behind the work, they have character, and they don't feel like they've been stripped of all personality in the name of looking professional. That's how we approach all of our projects, too. We take the work seriously, but we have a laugh along the way. Because if you're building a personal brand, the process should feel personal too.

To put it simply: a personal brand is essentially a reflection of who you really are.

That said, we tend to see a lot of people becoming less personal the moment they start consciously building a brand around themselves. In an attempt to look more professional, they remove the very things that make them memorable. Their content becomes more corporate or maybe their website is just painfully generic. Before long, they're presenting a version of themselves that feels completely different from the person you'd meet in real life.

That's why we always encourage clients to lean into their personality rather than hide it. And that same mentality should apply to all websites, not just personal branding websites.

Look, we're not saying your website should feel unprofessional. What we're saying is that professionalism and personality aren't opposites. Your personal brand should feel like a natural extension of who you are in real life.

• If you're funny in real life, let that come across.

• If you've got strong opinions, don't be afraid to share them.

• If you've got good banter, show it.

• If you're obsessed with your craft, talk about why.

The things that make people enjoy being around you offline are often the same things that make people remember you online.

Your online presence should feel like a natural extension of who you are in the real world. If somebody has followed your content for months before meeting you in person, there shouldn't be a disconnect between the two experiences. Your personality and way of communicating should feel familiar.

Unfortunately, many people do the opposite. They strip away anything that feels personal in pursuit of looking ‘more professional’. Big mistake 🫣. In doing so, they often end up creating a version of themselves that looks ‘clean’ on the surface but lacks the personality that made people want to connect with them in the first place.

The clue is in the title: personal branding. 

You have to remember: people connect with people, not faceless brands. 

If your website, content and online presence is giving no real insight into who you are, it's going to be much harder to build the trust that personal branding is supposed to create in the first place.

Personal branding and LinkedIn have become pretty much synonymous at this point.

When someone says they're building a personal brand, what they're usually saying is they're posting on LinkedIn a few times a week, growing an audience and trying to become known within their industry. There's absolutely nothing wrong with that either, and for some people, it seriously works. LinkedIn is brilliant for getting your name out there, starting conversations and creating opportunities.

The problem is that for a lot of people, that's where the brand strategy ends.

They'll spend hours thinking about their next post, tweaking headlines and checking engagement, but when it comes to their website, branding, photography or the wider experience people get when they look them up online, it's often been left untouched for years or just doesn't exist at all.

The challenge is that everyone else has caught on, too.

LinkedIn now has more than 1.3 billion members worldwide, with millions of people actively creating content and building audiences. In other words, you're no longer competing for attention against a handful of people in your industry. You're competing against everyone.

When personal branding becomes everyone's strategy, differentiation becomes the strategy.

If everybody is posting on LinkedIn, how do you give people a reason to remember you? How do you create something deeper than a profile, a few posts, and a growing follower count?

That's where a personal branding website comes in. It's not there to replace LinkedIn; it's there to support it. While LinkedIn helps people discover you, your website gives them somewhere to go when they want to learn more. It's where your work, experience and personality can live without competing against algorithms, notifications and whatever happens to be trending that week.

Businesses rarely question the value of investing in their website, branding, photography or marketing materials because they understand that those things help to build trust. Yet when it comes to investing in a personal brand, many people still see it as optional.

But we really think that's going to change.

Trust has become one of the most valuable assets anyone can build online. People want to know who they're buying from, who they're working with and whether the person behind the profile is actually who they say they are. That's why personal branding is no longer reserved for influencers, speakers or public figures. It's for anyone who wants to build credibility and become known for what they do.

LinkedIn might be where somebody discovers you, but your website is where that interest turns into trust.

A personal branding website gives you something that no social platform can provide: complete ownership.

As you already know, algorithms change, platforms evolve and features disappear. The audience you've spent years building ultimately belongs to somebody else's platform.

Your website is different.

You get to have your say, it's all up to you. You control the experience from start to finish and can decide how your story is told, what work is showcased and what people see when they land on your brand.

One of the biggest advantages of having a personal branding website is the credibility it brings. Think about it from your own perspective. If you come across someone on LinkedIn who's sharing great content, one of the first things you'll probably do is look them up. If they have a website that backs them up, you’re naturally going to make assumptions.

You’ll start thinking, "This person clearly knows what they're doing." "They're taking themselves seriously." "They've invested in their brand."

Whether we like it or not, those things matter.

A website gives people confidence and helps to turn that curiosity into trust. It backs up everything you're saying on social media and gives people a reason to believe you're the real deal. The reality is that most people aren't going to scroll through months' worth of LinkedIn content to piece together who you are, what you've done and why they should work with you. But thankfully, your website can do that job for you.

It makes generating opportunities a whole lot easier. If someone is considering hiring you or working with your business, they're going to do their homework. So, the question is: what do you want them to find? 👀

A strong personal branding website does a lot of that heavy lifting for you. By the time someone gets in touch, they're often already bought into who you are and what you do.

When we partnered with Gary Neville, we faced no challenges in raising awareness. As you know, Gary is already one of the most recognisable names in British sport and business. So what was the challenge? We needed to bring together the many different aspects of his professional life into a single, cohesive personal brand.

That includes his involvement in: business ventures, broadcasting, charity work, public speaking and even property development. Gary's involvement spans multiple industries and audiences, so the new platform really needed to communicate all of these areas without feeling fragmented or overwhelming for the user.

Our task was to reimagine every aspect of the Gary Neville brand, from the visual identity through to the website architecture, design and development. As a result, we created an exclusive yet progressive digital platform that placed storytelling at the centre of the experience.

Using an unapologetically bold identity system centred around the Gary Neville logomark, the brand was designed to feel confident, sophisticated and contemporary, all in one. Through our work, we carefully curated content and developed a refined visual language to help tell the story of who Gary is beyond the football and headlines, bringing together the many facets of his career under one cohesive brand. Take a look at our showreel.

Our work with Sacha Lord presented a different challenge altogether.

Like Gary Neville, Sacha Lord was already a well-known name. As one of the most influential figures within Manchester's music and hospitality scene, he already had a strong reputation behind him. However, his existing brand didn't fully reflect the scale of his involvement across multiple industries, projects and charitable initiatives.

The objective was two-fold: represent Sacha authentically while positioning him as a thought leader and trusted voice within hospitality and entertainment.

To achieve this, we strategically redefined his visual identity through a bold yet approachable design system. Every decision, from colour palette and typography to imagery and motion design, was made to reflect both the energy of the industries he operates within and the personality behind the brand.

Photography played a huge role in bringing the brand to life. Rather than relying on generic corporate headshots, we curated a collection of imagery that captured the different sides of Sacha's personality, work and involvement across multiple industries. Combined with dynamic website interactions, video content and thoughtful storytelling throughout, we created a personal brand website that felt authentic, engaging and true to who Sacha is both professionally and personally.

We know what you're all thinking. It's easy to look at examples like Gary Neville and Sacha Lord and think, "Well, that's different. They're already well-known."

Fair point. But that's not really what this is about.

Just because we're talking about two influential figures doesn't mean your personal brand deserves any less attention. In fact, we'd argue that having a strong personal brand is even more important when you're in the early stages of building your reputation. Gary and Sacha already had recognition. They already had audiences. What these projects gave them was a stronger foundation, a clearer story and a better way to bring everything together under one roof.

The goal with personal branding isn't to become famous. The goal is to become known for something. To build trust, create opportunities and give people a reason to remember you when your name comes up in conversation. Everyone has to start somewhere, and the strongest personal brands aren't built overnight. They're built through consistency, authenticity and having a solid foundation to grow from.

One thing we know from working with clients across countless sectors is that personal branding isn't reserved for a specific type of professional.

It doesn't matter whether you're a personal trainer, photographer, painter, tradesperson, accountant, consultant or creative director. Every industry contains experts with unique stories and experiences worth sharing.

People often assume their industry isn't exciting enough to justify a personal brand, but that's rarely the problem.

In fact, some of the strongest personal branding opportunities exist within industries that many people might describe as "not-so-sexy". Not because the industry itself is exciting, but because there's always a person behind it. A person with expertise, stories, opinions, lessons learned and a unique way of doing things. That's what people connect with. 

Very few people are fascinated by the likes of accountancy. They are, however, interested in the accountant who's built a reputation for making complex things simple. 

At MadeByShape, we've worked with businesses and individuals from every corner of the spectrum, and what we've consistently found is that authenticity beats novelty every single time.

You simply need to be willing to just share who you are.

The good news is that there isn't a one-size-fits-all approach when it comes to personal branding websites. Some people need a simple website that introduces who they are and gives people an easy way to get in touch. Others need something much more comprehensive that brings together years of experience, content, businesses, speaking engagements and media appearances. It completely depends on the client. The reality is that every personal brand is different, and your website should reflect that and serve your own needs. 

At MadeByShape, we've built everything from simple portfolio websites to large-scale personal branding platforms for high-profile figures. What we've learned is that the most successful websites are the ones that do their job well. Can somebody land on your website and quickly understand who you are, what you do and why they should trust you? If the answer is yes, you're already heading in the right direction.

A Homepage That Gets To The Point

Your homepage is often the first real interaction somebody has with your personal brand, so it's important to make it worth the visit. Studies suggest people form an opinion about a website in as little as 0.05 seconds. If you want to have a high-converting landing page, people need answers quickly. Who are you? What do you do? Why should they care? The sooner you answer those questions, the better.

You'd be surprised how many websites make people work hard for this information. Most of the time, people overcomplicate things, whether that be the web design or content writing. Your homepage should include professional, authentic imagery, a clear introduction and a concise explanation of what you do. The goal isn't to tell your entire life story on the homepage. It's simply to give people enough information to understand they're in the right place and encourage them to keep exploring.

An About Page That Sounds Just Like You

If there's one page where your personality should shine through, it's your About page.

Far too many people treat this section like an online CV, listing qualifications, job titles and achievements without giving any insight into the real person behind them. The problem is that people rarely connect with credentials alone. They connect with people – your stories, experiences and shared values. The main thing? Show your personality!

Your About page should help visitors understand how you got to where you are today. Answer questions like: 

• Who are you? 
• What motivates you? 
• What shapes the way you work? 
• What lessons have you learnt? 
• How are you different to everyone else? 

Along with the journey that's brought you here. Most importantly, write it in a way that sounds like you. Not your mate, not someone you see doing well on LinkedIn … just you. Trust us, it’s the only way to build a successful personal brand.

Proof That You Know Your Stuff

One of the biggest advantages of having your own website is that it gives you a platform to back up everything you're saying elsewhere online.

It's one thing to describe yourself as an expert. It's another thing entirely to show people why. Whether that's through case studies, featured projects, client work, speaking engagements, media appearances or a portfolio of work, your website should provide tangible proof of your expertise.

What matters is giving people confidence that you can deliver on what you promise. The more evidence you can provide, the easier it becomes for somebody to trust you before they've even spoken to you.

Testimonials & Social Proof

Personal branding is built on trust, and one of the fastest ways to build trust is through the experiences of other people.

Testimonials, recommendations and endorsements provide reassurance that the version of you presented on your website matches reality. They help to remove uncertainty and make people feel more confident about getting in touch, making an enquiry or working with you.

That doesn't mean you need pages and pages of glowing reviews. In fact, a handful of genuine testimonials often carry far more weight than dozens of one-liner comments. Awards, certifications, press coverage and notable collaborations can also play an important role in strengthening your credibility and reinforcing your reputation.

Content That Demonstrates Expertise

One of the biggest missed opportunities we see with personal branding websites is the lack of content.

Having your own platform gives you the freedom to share your thoughts and expertise in a way that social media often doesn't. Whether that's through articles, podcasts, videos, insights or thought leadership content, creating content helps people understand how you think and what you stand for.

There's also a practical benefit. Content is one of the most effective ways to improve your visibility through search engines. Every article you publish creates another opportunity for somebody to discover your personal brand organically. Over time, your content becomes an asset that continues working for you long after it's been published.

Professional Photography

This is one area where people often try to save a bit of money, but it's usually worth investing in.

If your personal brand revolves around you, then people need to see you. Professional photography helps to create a stronger connection between you and your audience, while also elevating the overall quality of your brand.

That doesn't mean you need a gallery full of stiff headshots., we'd actually actively encourage you against that. The best personal branding photography feels natural and representative of who you are. It should give people a genuine sense of your personality and help reinforce the story you're trying to tell.

Clear Calls-To-Action

This might sound obvious, but you'd be surprised how many websites forget to tell visitors what to do next.

Once somebody has spent time learning about you, where should they go from there? Do you want them to book a consultation, send an enquiry, subscribe to a newsletter, connect on LinkedIn or download a resource? Make it obvious.

Your website should make that next step incredibly clear. Every page should guide visitors towards a logical action, otherwise you're relying on them to figure it out for themselves and more often than not, they just won't.

Strong SEO Foundations

There's no point having a fresh personal branding website if nobody can find it.

While user experience should always come first, search engine optimisation still plays a huge role in helping people discover your brand. A well-structured website, quality content and strong technical foundations can all contribute towards increasing your visibility online.

The best personal branding websites are designed to help future audiences discover you too. Whether somebody is searching for your name, your services or your expertise, your website should give you the best possible chance of showing up when it matters.

A CMS That Doesn't Give You A Headache

One thing people rarely think about at the beginning of a website project is what happens after launch day.

You'll probably want to add new projects, publish content, update information and continue evolving your website as your personal brand grows. That's why having a good content management system like Craft CMS is so important.

We're big advocates of Craft CMS because it provides the flexibility needed to manage content easily without compromising on design, performance or security. Ultimately, your website should be something that works for you, not something that becomes another item on your to-do list because it's too difficult to update (And yes, it’s true … we HATE Wordpress).

Focus On User Experience

All of the elements above are important, but they're only effective if people can actually enjoy using your website.

User experience is often one of the most overlooked aspects of personal branding websites, despite having a huge impact on how people perceive your brand. Visitors should be able to navigate your website easily, find the information they're looking for quickly and move through the experience without friction.

Fast loading speeds, intuitive navigation, responsive web design and clear page structures all contribute towards creating a positive experience. Whether visitors realise it or not, they're constantly forming opinions about your credibility based on how your website feels to use. A poor experience can undermine even the strongest personal brand.

Start With What You Can

Perhaps the most important thing to remember is that your website doesn't need to be perfect from day one.

Not everybody has the budget for a fully bespoke personal branding platform, and that's completely okay. Some of the strongest personal brands we've seen started with relatively simple websites that grew over time alongside the person behind them.

The important thing is getting started with a strong foundation that reflects who you are today. As your reputation grows, your website can evolve with it. New content can be added, new opportunities can be showcased and new chapters of your story can be told.

After all, personal branding is a long game. Your website doesn't need to tell the entire story on day one. It just needs to give people a reason to follow along as the story continues.

Personal branding is all about helping people understand who you are and giving them a reason to trust you. Your personal brand is already saying something about you, whether you're actively working on it or not. So the question is whether it's saying what you want it to say.

LinkedIn is the right place to start, and we're not here to pretend otherwise. But when somebody wants to learn more, your website is where they should be able to do that. It's the one place online where you have complete control over how you're presented and the story you're telling. Just make sure you’re consistent with it. 78% of customers say they want a consistent brand experience across every touchpoint. That's why your website, LinkedIn profile, photography and content should all feel like they're coming from the same person, speaking the same language.

So, if your personal brand is starting to gain traction but your website isn't keeping up or doesn’t exist, it might be time to do something about it. Give us a shout if you need a hand. Whatever stage you're at, we'd love to help out.  

If you're not sure where to start, we've attached a free template document for your branding and website project to make things a lil easier.