Stop Building a 'Personal Brand' and Start Building an Asset
By Derek — Money isn't complicated. People just make it complicated. ·
I spent five years at Goldman. You see a lot of things in those halls—mostly people trying to play a part. They show up in the right suits, say the right things, and cultivate this image that screams, ‘I am a serious person.’ But outside of those glass walls, I see founders and professionals doing the exact same thing on LinkedIn and X. They’re obsessed with ‘personal branding.’
They post the inspirational quote over a stock photo, they manufacture ‘vulnerability’ for clicks, and they spend hours agonizing over their profile aesthetic.
Here’s the truth: Money isn't complicated. People just make it complicated. And your personal brand? You’re making that complicated, too. You’re treating it like a PR campaign rather than an asset that compounds.
The “Brand” Trap
Most people think a personal brand is about optics. They think if they get the logo right and the bio sounds clever, the money will follow. That’s backwards.
When I left the firm to start my practice here in Charlotte, I didn’t hire a branding agency. I didn’t go out and buy a wardrobe that said ‘Financial Advisor.’ I sat down and asked myself one question: What is the specific problem I solve, and who is the person who needs it solved right now?
If your brand doesn’t solve a problem, it’s just noise. And let me tell you, the internet is already deafening. If you’re just trying to be ‘a thought leader,’ you’re already losing. You don’t need to be a thought leader; you need to be a person who gets results.
Treat Your Brand Like a Balance Sheet
Think of your brand like a portfolio. It needs to have liquidity and it needs to appreciate over time.
Liquidity comes from your reputation. If someone mentions your name in a room, what’s the immediate follow-up? If the answer is ‘they post a lot of good content,’ you don’t have a business; you have a hobby. If the answer is ‘they’re the person who fixed my tax strategy’ or ‘they’re the person who scaled my dev team,’ then you have an asset.
Appreciation comes from consistency. I’m a massive F1 guy. I watch every race, every practice session. Think about the top drivers. They don’t change their driving style every week to get more fans. They refine their lines, they optimize their braking points, and they deliver under pressure. That’s how you build value. You do the work, you show the work, and you let the results speak for themselves. You don’t need to shout to be heard if what you’re saying actually moves the needle for someone else.
Actionable Signals Over Vanity Metrics
Stop checking your likes. Seriously. A like doesn’t pay your mortgage. A follower count doesn’t get you a seat at the table where the real deals are made.
Instead, focus on ‘signals.’ Signals are the things that prove you’re the real deal.
1. The Case Study: Instead of posting a vague tip, break down a specific problem you solved for someone. ‘Client A came to me with X, we did Y, and they ended up with Z.’ It’s boring? Good. Boring sells because it’s truthful. 2. The Direct Critique: Don’t be afraid to take a stance. If everyone in your industry agrees on something, and you know it’s wrong, say so. But back it up with data. Being the person who isn’t afraid to point out the BS is how you build a following that actually trusts you. 3. The Proof of Life: Show that you have a life outside of your hustle. I talk about F1, I talk about my life here in Charlotte. It makes you a human, not a bot. People do business with people, not logos. Just make sure it’s authentic. If you hate F1, don’t talk about it. If you’re a gardener, talk about that. Just be a person.
The Compound Interest of Authenticity
People think I’m ‘opinionated.’ I’m not opinionated; I’m just observant. When you stop trying to curate a persona and start just being the expert you actually are, something wild happens: the work gets easier.
You don’t have to remember which ‘version’ of yourself you’re presenting today. You don’t have to spend three hours crafting a tweet to make sure you sound ‘executive.’ You just show up as Derek.
Your personal brand is not a logo. It’s the sum total of every interaction you’ve had, every promise you’ve kept, and every result you’ve delivered. If you treat your reputation with the same respect you treat your bank account, you’ll never have to ‘sell’ yourself again. The market will come to you.
Stop chasing the aesthetic. Start chasing the outcome.
Let’s Talk Reality
I’m curious—what’s the one thing you’re doing for your ‘brand’ right now that you know is just for show? Hit reply or reach out and tell me. Let’s cut the fluff and figure out what’s actually worth your time.
Catch you on the next one.