The 10 commandments of my personal brand - an honest insight (and perhaps an inspiration for your own)

A personal brand is nothing more than the impression that others permanently associate with your name. It is created whether you like it or not - so you might as well create it consciously.

Especially for people who work alone, a strong, recognizable personality is crucial: you don't have a team, a big budget or a brand behind you. But you have your attitude, your voice and your experience. If you make these visible, you will attract the right people - and set yourself apart from those who don't suit you.

Personal brands are not created by logos or color palettes. They are created through clear points of view, recognizability and communication that shows attitude. But how does this benefit you in concrete terms?

If you want to become more visible as a solopreneur, freelancer or agency, you don't need new hacks or fancy designs all the time.

You need clarity.

Recognizable statements.

And content that doesn't just look nice, but shows your position.

I didn't copy these ten guiding principles from a textbook, but crystallized them from my own work. They are not intended as a general guide, but as an example of what something like this can look like. Perhaps you will find yourself in a few points - maybe you will use this text as an opportunity to formulate your own commandments.

Incidentally, they were created with the help of ChatGPT - or to be more precise: from many conversations that lasted weeks or months. Because ChatGPT can now permanently remember content, a fairly accurate picture of how I work, think and what is important to me is gradually emerging. It's not just prompting, but a kind of lively collaboration. So these commandments are not theoretical or generic - they have grown out of real conversations.

1. no buzzword in the world can replace real understanding.
You can know as many trendy terms as you like - if you can't explain how something really works, you will remain a mystery to others. First understand what you are doing yourself. Then explain it so that others can understand it too. Tip: Test your texts with real people. If someone says after reading it: "Sounds exciting, but I didn't quite understand it", you still have work to do.

2. if you only want to sell TYPO3 with Klicki-Bunti, you haven't understood it.
TYPO3 is not a construction kit for marketing platitudes. It is a solid tool for complex requirements. If you want to sell it like a drag-and-drop toy, you're undermining its value. Communicate at eye level. Show what it's made for.

3. expertise is not a secret weapon if you don't show it.
You can be the smartest person in the room - if you don't say anything, nobody will notice. Build formats in which your knowledge is visible: Newsletters, tutorials, live sessions, discussions. And don't be afraid to repeat yourself. Consistency beats brilliance.

4. the idea of community is not a nice-to-have - it is your foundation.
If you only broadcast, you will be ignored. Those who listen, learn. Your brand is created where you resonate. Tip: Build places for conversations. Not an anonymous feed, but real opportunities for exchange. For example, a forum that you fill with life.

5 It's better to get it right once than click wrong ten times.
Quick solutions often create more problems. If you take the time to really explain things, you become a point of contact for others. This applies to courses as well as blog posts or screencasts. Tip: Use examples from the everyday life of your target group.

6 You don't need 10 tools - you need a system that suits you.
Tool hopping leads to chaos. Decide on a few tools that you really know how to use. Then develop routines. Less is more. Tip: Document your processes. What works is repeated. What is annoying is improved.

7 A strong brand polarizes - or it doesn't exist.
If all your statements are ironed out, nothing will stick. Dare to express a clear opinion. Not everyone will like you - and that's a good thing. Tip: Write in a way that makes someone nod or shake their head. In between lies disinterest.

8 The best customers don't come because of your knowledge. They stay because of your attitude.
Professional competence is the ticket. But your way of thinking, working and dealing with people decides whether someone stays. Tip: Show how you work. What you find important. What you stand for. People book people.

9. your content is not an end in itself - it is a leap of faith.
Every piece of content is like a small sample of your work. Make it nourishing, not decorative. Tip: Answer real questions. Provide assistance instead of just showing knowledge. Those who offer added value will be found - and recommended.

10 You don't need a glossy finish - you need rough edges.
Personality is not created through perfection. But through corners, through attitude, through courage. Be visible. With opinions. With mistakes. With a profile. Tip: Don't show your perfect side. Show your real side.

These ten commandments are not general rules - they are my own personal points of reference. They reflect my attitude, my experience and my way of working.

Maybe some of them will suit you, maybe none at all.

The important thing is to find your own. Because a strong brand is not created through imitation, but through clarity about what you stand for. If you want people to listen to you, you need to be recognizable. And recognizability is created when you show attitude - again and again.

PS: If you'd like the prompt I used to develop these commandments together with ChatGPT, just write a comment - I'll send it to you by email.