April 22, 2025

🌶️ Creating content just for the sake of building a personal brand is a race to the bottom. Hot take? 🌶️

I’ve lost count of how many potential clients have asked in discovery calls:
“How can I build a great brand for myself?”

When I ask what they’ve tried, I usually hear:
- “I create content but it’s not getting traction.”
- “I don’t have time to create content.”

💡 But what they’re really asking is: “How can I differentiate myself?”

To differentiate yourself, start by identifying your natural superpowers—yes, you have them. For software engineers, that might look like:
✨ Strong systems intuition
✨ Elegant, maintainable code
✨ Bridging product and engineering
✨ Asking the questions no one else thinks to ask

🏆 When your actions align with your strengths, visibility becomes a side effect—not a performance. That’s what a personal brand really is: 𝗿𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗯𝘂𝗶𝗹𝘁 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝘤𝘰𝘯𝘨𝘳𝘶𝘦𝘯𝘤𝘦—𝗻𝗼𝘁 𝗰𝗼𝗻𝘁𝗲𝗻𝘁, 𝗵𝘂𝘀𝘁𝗹𝗲, 𝗼𝗿 𝗮𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺𝘀.

It’s unfortunate that content creation has become the default path. Social media rewards visibility, not depth. And when everyone’s following the same playbook, most content starts to sound the same.

🚫 The result? Too many smart people churning out forgettable posts just to keep up.

You don’t need to go viral to build a great brand.
You need to be known for doing great work—work that reflects who you are.

🗨️ Curious where your natural edge lies or how to communicate your value more strategically? That’s exactly what I help engineers uncover. Let’s talk.