As Artificial Intelligence (AI) generated content continues to flood digital platforms, audiences are being swamped with more noise than ever before. While this offers efficiency and volume, it also creates an issue: sameness. If everyone can publish quickly and cheaply, what sets you apart?
The answer is one of the few differentiators that can't be replicated overnight: trust. And trust is built through personal branding.
The Rise of Distrust in Traditional Channels
Recent research shows that trust in conventional brand messaging is eroding. In New Zealand, 73% of consumers say they trust companies less than they did a year ago (Salesforce, 2024). In Australia, only 3% of people report trusting social media influencers (Australia Talks, ABC). This signals that audiences are growing more sceptical and discerning about who they buy from and listen to.
While we don’t yet have regional data matching US figures — where 74% of people are more likely to trust someone with a strong personal brand, and 63% are more likely to buy from them — the message is clear: people buy from people they trust. In today’s climate, that trust must be earned and visible.
Start With Who You Want to Serve
Before crafting your personal brand, don't start with why. Start with who. The moment you're clear on who you're serving, every decision becomes more straightforward and more effective. You'll know:
- Where to advertise
- What kind of language and tone to use
- How to price your offerings
- What services to include
- Who to hire and how to structure your team
On the other hand, trying to appeal to everyone leads to generic messaging and commoditised services. Specificity is what builds authority and resonance. The clearer you are about your audience, the more meaningfully you can show up for them, and the more effective your personal brand becomes.
Personal Branding in the AI Era
AI can generate content at scale — but it can’t replicate your personality, lived experience or empathy. In this context, a personal brand becomes your filter, enabling you to build credibility and foster connections.
A strong personal brand helps you:
- Stand out in saturated digital spaces
- Attract high-quality leads who already trust you
- Be remembered and referred to
- Align your content with your values and style
- Build long-term relationships beyond transactions
It’s not about being everywhere — it’s about showing up where it counts, in a way that feels real and consistent.
The Three E’s of Personal Brand Content
To generate exposure, your content (of which video will play a key role) must connect with your audience on an emotional and practical level. The most effective personal brands use content strategies built around the three E’s — entertainment, education and encouragement. Each one serves a distinct but powerful role in attracting attention and building trust.
Entertainment: Build Connection Through Personality
Entertaining content brings your personality to life. It might be witty, light-hearted or creative — anything that makes people smile or want to keep watching. Importantly, it doesn't mean you have to be a performer or comedian. It simply means showing up with personality and authenticity.
Example:
Chris Parker, a New Zealand comedian and writer, is an entertainer by trade, but it’s not just his humour that makes his personal brand so engaging. It's his openness, relatability and the way he uses everyday life to connect with his audience. His social media content blends humour with vulnerability, making him feel both entertaining and approachable — a reminder that great content doesn't need to be polished, just real.
Education: Offer Practical Value Without the Sales Pitch
Educational content is what makes people return to your platform. When you consistently offer insights, tools or tutorials that help people solve a problem, you establish authority. You become known as someone helpful — not just someone who’s selling.
Example:
Mari Smith, widely known as the “Queen of Facebook,” has built a global personal brand by teaching businesses how to use social media more effectively. Her content is clear, actionable and deeply strategic — whether she’s posting live videos, LinkedIn insights or long-form guides. She doesn’t just share tips; she creates genuine value that positions her as a trusted educator and thought leader in her space.
Encouragement: Create Emotional Resonance and Loyalty
Encouraging content taps into your audience’s mindset, hopes and struggles. It’s about helping them feel seen, supported and motivated. This is particularly powerful in service-based businesses or mission-driven brands.
Example:
Lisa Messenger, founder of Collective Hub, builds much of her personal brand on motivation and resilience. Her posts often mix storytelling with encouragement, making her brand emotionally sticky and deeply personal.
The best personal brands combine all three elements — they educate, entertain and encourage, creating a rich content ecosystem that builds trust over time.
Expert Recap: Why Human Brands Will Always Stand Out
In an age of mass-produced content, your personal brand is the most powerful tool you have to cut through the noise and create a real connection. It’s not about being polished or perfect — it’s about being authentic, helpful and consistent. Start with who you’re here to serve, show up in a way that reflects your values and voice, and create content that your audience actually wants to see.
As content becomes faster, louder, and more automated, the brands that win will be the ones that still feel human.
