Are you finding it harder to attract clients to your portfolio or website?
AI is reshaping how customers find us online. Google and Bing, the top two search engines, have both increased the presence and reach of their AI-enabled search engines. Their quest, it seems, is to encourage everyone to use an AI-powered search engine.
As more people turn to AI to find answers to their questions, they are no longer clicking on the top links in search results, which may have been the primary way you or your clients secured leads and business. Instead, they are reading the result in the AI box. Some may click through, while others may not, but the results are the same. It’s harder than ever to stand out and be seen and heard online.
How will clients find us in this new world of AI search? Now, more than ever, branding counts. Here’s why you need to develop or refine your brand in the age of AI.
Stand Out or Disappear: Why Writers and Editors Need Strong Personal Brands in the AI Age
Personal branding is more important than ever for independent writers and editors. Now that AI can churn out articles on almost every topic under the sun, those of us who have taken the time to hone our unique voice and tone are more likely to stand out in the crowd.
A strong personal brand serves as a powerful marketing tool in this new environment. It is what sets you apart and what makes you unique. And, it will be the reason why clients seek you out specifically, rather than just a generic service. Your brand communicates what AI cannot replicate: your distinct perspective, your particular area of expertise, your individual style, and the trust you build through consistent, authentic engagement.
What Is a Brand?
First, a quick refresher: what is a brand?
A brand is the perception and emotional association that people have with a company, product, or individual. It includes not just the visual identity like logo, colors, and typography, but also the values, voice, personality, reputation, and overall experience that the brand delivers.
A concise definition: A brand is the sum total of how someone perceives a product, service, or organization — it’s the promise you make and the experience you deliver.
Key elements of a brand include:
- Name – the identity by which it’s known
- Visual identity – logo, color palette, design system
- Voice and tone – how it communicates in writing or speech
- Values and mission – what it stands for
- Customer experience – how people feel when they interact with it
- Reputation – how it is talked about by others
A brand isn’t just what you say it is — it’s what others say it is. It lives in the minds of your customers and audience.
What Is a Personal Brand?
A personal brand is the distinct impression you create through the way you communicate, behave, and show up in the world, both online and offline. It’s the story people tell about you when you’re not in the room, shaped by your values, personality, expertise, and the consistency of your actions over time. Unlike a corporate brand, a personal brand is rooted in authenticity and evolves as you grow. It’s not just what you do — it’s how you make others feel and what you’re known for in your field or community.
How to Build a Personal Brand
Building a memorable personal brand takes time and effort. Here’s a refresher on the core components of a personal brand:
- Define Your Identity and Niche: Begin with self-reflection. What are your unique strengths, core values, and true passions? What specific area of writing or editing do you excel in, or wish to be recognized for? Specializing enables you to become an expert in a particular domain, making your brand more focused and appealing to ideal clients. This involves articulating your unique value proposition (UVP) — what distinguishes you and how you solve client challenges. Remember, it’s better to niche down and focus on a specific industry, audience, or type of writing than to be a generalist. When you focus on a niche, you can still accept work from other niches. It simply means focusing your marketing efforts on the niche, casting a wide net in a smaller pool.
- Identify Your Target Audience: Aesop said, “Please all and you shall please none.” Marketing to everyone is marketing to no one, so choose a target audience. Then, take time to get to understand them. Conduct market research. Read their stories. Understand their needs. Tailoring your brand message and services to resonate with this distinct audience is crucial for attracting the right clientele.
- Write Your Sales Story: People connect with stories. Share your journey, your motivations, and what drives your dedication to your craft. This humanizes your brand and fosters emotional connections with your audience, differentiating you from generic service providers.
- Build a Consistent Online Presence: Your online presence functions as your digital storefront. This includes a professional website or portfolio showcasing your best work, a consistent visual identity (logo, colors, typography), and optimized social media profiles (e.g., LinkedIn for professional networking). Ensure your messaging, tone of voice, and visual elements are cohesive across all platforms. Consistency is the key to success. Posting daily is better than posting twenty times a day.
- Produce High-Quality, Value-Driven Content: Consistently create and share content (articles, social media posts, videos, etc.) that demonstrates your expertise and offers tangible value to your target audience.
- Engage in Active Networking and Collaboration: Build and work your network. Use your NAIWE membership to its fullest! Connect with peers and potential clients to expand your network and build relationships. Participate in discussions, attend relevant events (both online and offline), and seek opportunities for partnerships. Client testimonials and recommendations are also invaluable for enhancing your reputation and credibility.
- Embrace Authenticity and Transparency: In the age of AI, authenticity is your most significant asset. Be genuine in your interactions and true to your values. While AI can assist with content creation and optimization, always ensure your unique voice and personality shine through. If you use AI tools in your workflow, consider being transparent about it, particularly when dealing with heavily AI-generated content. Your audience seeks to connect with a real individual, not an algorithm.
Be Seen, Heard, and Found Online: Think Outside of Search
As AI continues to dominate online search, it’s important to think outside of the search box. Consider offline methods of attracting customers. Attend local events or become active in your local chamber of commerce or business networking group.
Podcasting has become wildly popular and may enable you to reach new audiences. You don’t have to start your own podcast to be successful at it. Why not develop a list of podcasts that you’d like to join as a guest? Research the podcasts and read their guest requirements. Then, craft your pitch letter to be on the show. The process of pitching a podcast is very similar to pitching story ideas to clients and editors, a skill nearly all of us have honed over the years.
Video has also gained in popularity now that AI is dominating search results. Consider creating short video presentations sharing tips, strategies, and helpful hints with your target audience. Consider repurposing your blog (if you have a blog or own the rights to your article content) as videos.
Build and Launch Your Brand Now
I began this article by stating that AI has transformed search, and that building your personal brand is crucial to standing out online in this new world of AI-generated content.
AI can look and sound like a person, but it’s not a person. It can write, but it can’t write like you can. As AI continues to gain popularity and acceptance, people will crave genuine human connections. People will want authentic, real-life events; human emotions; and story-driven text.
I don’t know anyone reading this who would give up a cupboard of factory-produced food: cans of soup, boxes of pasta, and so on. Because we have such convenience at our fingertips, we don’t have to spend hours every day farming, hunting, or preserving our food.
Yet even though we all love convenience, many of us also love cooking from scratch. We can go to a restaurant, make a meal from boxes and cans, or cook it from simple ingredients. There’s room in the world for both mass-produced and original creations and for a great deal of variation in between.
The same goes for writers, editors, and those who work with words. AI can generate articles. It can find grammar and spelling mistakes. It can produce content, but only you can create original content. There is room in the world for those who prefer AI-generated content and those who crave unique voices and a personal touch.
It’s the latter group that we want to attract as clients, and to do so, we need to build a personal brand that is as unique as our fingerprints. Now is the time to develop and launch your brand as an independent writer and editor. Companies and clients are seeking what you have to offer, but they need help finding you. Stand out and own your brand in this age of AI-driven content.
Jeanne Grunert is the president and founder of Seven Oaks Consulting, a business-to-business content marketing agency. She is an award-winning writer and direct marketing expert with over 30 years of writing, marketing, and business experience. Prior to founding Seven Oaks Consulting, Jeanne led marketing for divisions of McGraw-Hill Education, Teachers College Columbia University, The College Board, and retail, publishing, and financial service companies in the New York City area. Known worldwide for her exceptional leadership and communication skills, Jeanne works seamlessly across cultural and corporate barriers to achieve outstanding results. She holds an M.A. in writing and an M.S. in direct and digital marketing (awarded with distinction) from New York University, as well as certifications in social media marketing, content marketing, and adult education. Originally from the New York City area, Jeanne currently resides with her husband, John, and many pets on a 17-acre farm in rural Virginia. When not leading marketing teams through her work at Seven Oaks Consulting, she enjoys gardening, reading, cooking, and writing mystery novels.
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