You Don’t Owe the Internet Your Coffee Order: Building a Personal Brand Without Oversharing
Cozypreneur Episode 44
Somewhere along the way, “authenticity” online got confused with telling the internet everything.
Your trauma. Your skincare routine. Your morning smoothie. Your existential dread.
But building a personal brand doesn’t mean you have to hand over your entire identity. You can show up in your business without performing your personality for strangers. And the most strategic brands keep that boundary on purpose.
It’s time to build something more sustainable, more effective, and a lot less exhausting.
Personal Brand ≠ Trauma Dumping
If you’ve been told that building trust online means telling all, here’s a reframe.
Your personal brand isn’t your journal. It’s not your therapy session. And it’s definitely not brunch with your besties.
A strong personal brand is a curated representation of you. It’s designed to highlight your expertise, values, and perspective in a way that helps the right people say, “Yes, I want to work with her.”
And here’s the truth: being likable won’t automatically lead to sales. You can be delightful to follow and still struggle to convert if your message lacks clarity or direction.
The “Know, Like, Trust” Breakdown
You’ve heard it. People need to know you, like you, and trust you before they buy.
That’s not wrong, but it’s often misunderstood. Here’s what it actually looks like:
Know means visibility. They need to know you exist.
Like means alignment. Not “she posts cute pics,” but “I like how she thinks and works.”
Trust means they believe you can help them solve a problem.
That kind of connection doesn’t require you to share your weekend plans or skincare lineup.
It requires consistency. A clear message. A grounded perspective.
What to Share Instead
If you don’t want to share your personal life every time you post, here’s what to focus on instead:
Your opinions — the expert takes that set you apart
Your process — why you do what you do the way you do it
Your values — what matters to you and how you work
Your behind-the-scenes decisions — the strategic ones, not the messy breakfast ones
This isn’t about fake vulnerability or manufacturing emotional moments. It’s about helping people understand your mind, your method, and your mission.
That’s what builds trust.
Yes, You Can Have Boundaries
You don’t have to turn your feed into a feelings dump.
You’re allowed to be warm, honest, and relatable without handing over your entire life. And if you do want to share more personal things, that’s fine too. Just make sure you’re doing it because you want to — not because a post told you it’s the only way to connect.
You can build real relationships with people in ways that feel aligned. On Zoom. Over coffee. Through great work. It all counts.
Your personal brand is a reflection of who you are — but it is not your whole self.
Want Support With Your Message?
If you’re building a brand that actually feels like you and works like a real business, you don’t have to do it alone.
Join Copy Classroom for ongoing messaging support, feedback, and content that connects without the burnout.
Or reach out and tell Stacy the wildest thing you’ve seen someone share in the name of “being authentic.” She’s collecting examples.
Connect with Stacy:
Website: stacybragacopy.com
Email list: Join here
