Lessons From 20+ Years in Marketing: Building a Personal Brand That Evolves With You

Let’s get one thing straight: 20 years in marketing is like 100 years in regular people's time. Trends change faster than my tolerance for unsolicited feedback. (It’s low—very low.) I’ve seen brands rise, fall, rebrand, and reinvent. I’ve watched entire industries pivot from print ads to TikToks, from direct mail to DMs. And you know what I’ve learned? Building a brand—whether personal or professional—is less about keeping up with trends and more about staying adaptable and true to your core.

Here’s how I’ve learned to evolve my approach and how you can apply these lessons to create a personal brand that grows with you.

Lesson 1: Know Who You Are (Even When the World Changes Around You)

Back in the early 2000s, everyone thought the key to marketing was The Big Idea. Big campaigns, big budgets, big promises. But over time, audiences started valuing something else: authenticity. Brands that thrived weren’t just shouting into the void but listening and adapting while staying true to their values.

How This Applies to You:

Your personal brand needs a foundation—your values, strengths, and purpose. This doesn’t mean you can’t evolve, but your evolution should always reflect you. Maybe you’re pivoting careers or adding new layers to your story. That’s great! Just make sure your audience can still recognize the essence of who you are.

Lesson 2: Change Is the Only Constant (So Embrace It to Build a Personal Brand)

Remember MySpace? Yeah, me neither. (Just kidding, I remember those glittery profile layouts like they were yesterday.) Many of the platforms, tools, and strategies we used back then are relics now. And that’s the point: everything changes. The brands that survive don’t cling to old ways—they adapt.

How This Applies to You:

Your personal brand isn’t a one-and-done thing. As you grow in your career or personal life, your brand should reflect that growth. Maybe you’ve learned new skills, discovered new passions, or just outgrown who you were five years ago. Don’t be afraid to update your messaging, visuals, and goals to reflect the now version of you.

Lesson 3: Be Consistent, But Stay Fresh

One of the toughest balancing acts in marketing is staying consistent while keeping things fresh. You can’t reinvent the wheel every week, but you also can’t bore your audience to tears by posting the same thing over and over. It’s about finding that sweet spot where your brand feels familiar but never stale.

How This Applies to You:

Think of your personal brand like your favorite outfit: the style is consistent, but you accessorize differently depending on the occasion. Stick to your core message, but switch up how you deliver it. Maybe you experiment with video content, host a webinar, or dive into a new topic that aligns with your core mission. Keep things interesting without losing your voice.

Lesson 4: Invest in the Long Game

One thing marketing has taught me is that instant gratification is a myth. Sure, you can run a campaign and see quick wins, but building a lasting brand takes time. It’s about building trust, creating connections, and delivering value over the long haul.

How This Applies to You:

When building your personal brand, think beyond likes and followers. Focus on creating relationships and providing value to your audience. Whether it’s a blog post, a social media tip, or a heartfelt story, every piece of content you share is an investment in your long-term brand. Be patient. The results will come.

Which of these branding power moves feels like your life mantra?

• 0%Be like Beyoncé: Always true to your core values.
• 0%Keep it fresh, fam: Same message, new remix.
• 0%Slow and steady wins the race: Patience, grasshopper.
• 0%Own your spotlight: Shine bright, no dimming allowed!

Lesson 5: Your Brand Is a Living, Breathing Thing

Here’s the secret most people don’t talk about: your brand isn’t static. It’s alive, just like you. Over the past 20+ years, I’ve watched brands shed old identities and embrace new ones. Sometimes it’s messy. Sometimes it’s brilliant. But it’s always necessary.

How This Applies to You:

You're allowed to grow. You’re allowed to pivot. You’re allowed to say, “This doesn’t represent me anymore,” and move in a new direction. The beauty of a personal brand is that it’s yours to shape. Let it evolve as you do.

Lesson 6: Connection Is Key (Because People > Perfection)

If there’s one thing I’ve learned in two decades of marketing, it’s that brands aren’t to be about products or services—they’re to be about people. You can have the nicest logo, the best tagline, and a color palette that makes designers weep with joy. But if you’re not connecting with your audience, none of that matters.

How This Applies to You:

Your personal brand should focus on building relationships. Reply to comments, share stories, and create content that makes people feel seen and understood. Connection isn’t about being perfect—it’s about being relatable.

Lesson 7: Celebrate Your Wins (Big and Small)

One thing I’ve noticed in marketing is that brands often move from one project to the next without taking time to celebrate their successes. But those wins, no matter how small, are what keep momentum alive.

How This Applies to You:

Take a moment to reflect on what you’ve achieved in your personal branding journey. Did you finally launch that blog? Celebrate it! Did someone DM you saying your content inspired them? That’s a win! Recognize your progress—it’ll motivate you to keep going.

Lesson 8: Stay Curious (Because Learning Never Stops)

Marketing is an ever-evolving field, and staying curious has been my superpower. Whether it’s learning about new platforms, understanding shifting consumer behaviors, or exploring fresh creative ideas, curiosity keeps things exciting.

How This Applies to You:

Approach your personal brand with a learner’s mindset. Try new tools, experiment with formats, and don’t be afraid to step out of your comfort zone. Staying curious ensures your brand stays dynamic and relevant.

Final Thought: Your Brand, Your Journey

Building a personal brand that evolves with you is equal parts art and strategy. It’s about knowing yourself, embracing change, and creating connections. It’s about showing the world who you are, not just today but as you continue to grow.

So, whether you’re just starting out, pivoting into something new, or refining what you’ve already built, remember this: your personal brand is a reflection of your journey. Let it be as dynamic, authentic, and remarkable as you are.

Now, if you’ll excuse me, I’m off to revisit some old campaigns and marvel at how far the marketing world (and I) have come. And yes, I’ll probably find a MySpace reference or two. Don’t judge.