Creating a Personal Brand with Purpose: Insights from Showit’s Spark Conference

Creating a personal brand with purpose is a powerful way to connect with your audience. Since launching Vanessa Bucceri Creative in May 2018, I’ve learned firsthand what it takes to build a business centered around my own image. It’s a journey filled with lessons in vulnerability, the art of storytelling, and, most importantly, the realization that success is about more than just the numbers.

When I attended the 2024 Showit Spark Conference, these themes came alive in a profound way. The event left me inspired. I’m eager to share two pivotal insights that can transform the way you approach your own brand:

Don’t take it personally. Do make it personal.

These ideas are game-changers for any entrepreneur striving to stand out and make an impact. They’re especially meaningful for those of us whose businesses are an extension of ourselves.

What Is a Personal Brand and Why Does It Matter?

Creating a brand with purpose starts with understanding what a personal brand truly is. It’s not just about having a catchy logo or a polished Instagram feed. It’s about making an intentional impact through your story, values, and the unique vision you bring to the world. Your personal brand is the essence of who you are and what you stand for, woven into every aspect of your business.

When defining your personal brand, clarity is key. One way to articulate your brand’s purpose is by crafting a strong personal brand statement. This helps you clearly communicate the value you offer to your audience and how it can transform their experience.

Example of a Personal Brand Statement

To get started, try using the Brand Bio formula by GoLiveHQ:
“My/Our (unique adjective) (product or service) (what the customer will get or accomplish starting with a strong verb) so you can (how your products or services will change your customer’s life).”

Here’s how I use this for Vanessa Bucceri Creative:
“At Vanessa Bucceri Creative, we provide visually refined and purpose-driven website design services that elevate your brand and create meaningful connections with clients so you can experience elegant, lasting growth and confidently showcase your unique vision.”

Now, it’s your turn.

Think about your unique qualities, the services you provide, and the transformation your clients can expect. Take a moment to write your personal brand statement using the formula above. A well-defined brand with purpose not only sets you apart but also makes it easier for clients to connect with and remember you.

Don’t Take It Personally—Your Business Worth Isn’t Your Self-Worth

When building a personal brand, remember that your value isn’t defined by the highs and lows of your business. At the Showit Spark Conference, Amy Porterfield spoke about this struggle many of us face—feeling like our self-worth is tied to our revenue or the number of clients we book. But the reality is, external factors beyond our control impact business performance. The key is learning to separate our personal value from the inevitable fluctuations in our work.

This leads us to an important shift in mindset: Don’t take it personally.

Your brand can experience a slow season or a dip in engagement, but that doesn’t mean you’re failing as a professional or human being. Instead, view these moments as opportunities to reconnect with your mission and purpose.

Metrics Are Just Numbers – Not a Reflection of You

When you’re in the process of creating a personal brand, it’s easy to get caught up in the numbers. Followers, subscribers, engagement rates—these metrics can feel incredibly personal. Please know they are not a direct reflection of your worth or the success of your brand. As Krista Jones from Davey & Krista emphasized at the Showit Spark Conference, these are simply key performance indicators (KPIs). They’re tools that provide insights to guide your marketing strategy, not measurements of your personal value.

One critical aspect of a personal brand website is to attract the right audience while recognizing that you won’t resonate with everyone—and that’s okay. Your website serves as a digital home where you can share your story, vision, and values. It’s designed to draw in clients who truly connect with what you offer and to gently repel those who aren’t the right fit.

Instead of taking it personally when someone unfollows or unsubscribes, view these moments as data points. Use them to fine-tune your messaging and ensure your personal brand website is optimized to attract the clients you want. Remember, the purpose of your metrics isn’t to validate your self-worth; it’s to help you improve and grow.

In the end, creating a personal brand means staying true to your purpose and using metrics as a compass to refine your approach, not as a scale that measures your value. Let your personal brand website reflect who you are and attract those who genuinely appreciate and need what you bring to the table.

Do Make It Personal – Your Story Is Your Secret Sauce

One of the most powerful lessons from the Showit Spark Conference came from James Nwobu: your personal story is your greatest source of creativity and the key to building your personal brand. In a world where content is abundant, your unique experiences, values, and vision are what make you memorable. This is the secret sauce that no one else can replicate.

If you’re wondering how to make a personal brand stand out, the answer lies in your story. Personal storytelling transforms your brand from just another service into a meaningful, relatable experience. When you share where you’ve been, what you believe in, and the lessons that have shaped your journey, you create authentic connections with your audience.

Step-by-Step Guide to Building Your Personal Brand with Purpose Through Storytelling:

1. Reflect on Your Journey: Think about the pivotal moments that have defined your career or life path. How did these experiences shape your purpose and vision?
2. Identify Your Core Values: Consider the principles that drive you and guide your decisions. Your values should shine through in every piece of content you create.
3. Connect Your Values to Your Brand: Articulate how your values and experiences influence the way you do business. For example, if resilience is a core value, share a story about overcoming a challenge and how that translates into your work ethic.
4. Craft Your Brand Message: Use your story to create a compelling brand narrative. This could include an “About” section on your website or content pieces that highlight your journey and purpose.

Personal Brand Examples:

Example 1: An interior designer who grew up moving from house to house shares how creating warm, functional spaces became her passion. Her brand story emphasizes the importance of turning any house into a welcoming home, making her relatable to clients who crave comfort and beauty.

Example 2: A photographer who found solace in capturing life’s fleeting moments after a personal loss shares how her work is a tribute to the beauty of the present. Her brand is rooted in the idea of cherishing every second, attracting clients who value authenticity and deep emotional connections.

These personal brand examples show that weaving your story into your brand is what makes you unforgettable. As James Nwobu said, “The best way to market ourselves is to truly become ourselves.” So, embrace what makes you unique, and let your story bring your brand to life.

Embracing Humanity in the Age of AI

In today’s digital world, artificial intelligence is rapidly changing how we create and consume content. As Elisa Watson pointed out at the Showit Spark Conference, AI can generate copy, images, and even marketing strategies—but it will never replicate the depth of human creativity and the authenticity of personal storytelling. This is why creating a brand with purpose is more essential than ever.

Your artistry, personal story, and humanity are what make your brand truly special. As more content becomes AI-driven, the human touch becomes your greatest asset. It’s the warmth, emotion, and genuine experiences that will resonate with your audience on a deeper level.

Building a brand with purpose means leaning into your humanity and artistry. It’s about creating a brand that feels alive and genuine, where every aspect of your brand reflects who you are. While AI can assist with efficiency, it can’t replicate the personal stories and life lessons that make your brand memorable.

So, as you build and evolve your brand, focus on infusing it with the elements that make you human: your emotions, your vision, and your unique story. Your audience will appreciate the authenticity, and your brand will stand out in an increasingly automated world.

Creating a Brand with Purpose: Final Thoughts

The Showit Spark Conference was a powerful reminder that our self-worth is never tied to the success or fluctuations of our business. Instead, the key to creating a lasting and impactful brand is to focus on making your brand personal.

“Don’t take it personally. Do make it personal.” – Vanessa Bucceri

By sharing your unique story and embracing your humanity, you set yourself apart in an authentic and meaningful way.

Lastly, remember, your personal brand is a powerful way to share your story and connect with others. Don’t be afraid to stand out by being unapologetically yourself. The world needs what only you can bring.

Take a moment to reflect on your own personal brand statement. What values, experiences, and passions drive your business? If you’re ready to transform your vision into a cohesive and visually stunning brand identity, I invite you to take our brand style quiz. It’s designed to help you translate your ideas into a visual identity that reflects who you are and what you stand for.