From Invisible to Influential
Personal branding tips to transform your creative business
The last time I was nominated for a superlative was in middle school—“Most Likely to Succeed.” Fast-forward a few decades, and this past week, License Global, a leading organization in the licensing industry, nominated me for a professional superlative.
I was named one of the licensing industry Influentials, recognized for portraying licensing in a positive light. Becoming a “licensing influencer” might sound niche—and it is—but that’s the beauty of it.
Licensing itself may seem like a specialized field, but it’s everywhere. From your favorite movie merchandise to viral brand collaborations, licensing quietly shapes the products we use and love daily.
How Did I Get Here?
Here’s a twist: I’m not even a member of License Global. I’ve participated in their mentorship programs but often find their programming too traditional for me and my clients. Historically, the licensing industry has been dominated by entertainment companies, corporate trademarks, and big manufacturers.
Meanwhile, some of the most exciting things in licensing—those viral collabs and trend-forward products you see on social media—happen outside the walls of the traditional trade. This is where I’ve carved out my niche, bridging classic licensing practices with the fresh, fast-paced world of collaborations, influencers, and digital platforms.
Six months ago, License Global reached out to interview me about my TikTok presence. I assumed they wanted to know which creators had licensing potential. Instead, they were curious about how I built my TikTok community. While that interview never materialized, I can share my advice with you here. I’ve received requests from creative business owners to add personal branding to my services. While I may not have years of experience in social media, my boots-on-the-ground experience is more practical and actionable. I can relate to finding posting on social media frustrating and futile, yet somehow I cracked the code. And the alternative is sending out blind emails, pitches, and endless follow-ups, and how’s that going for you these days? Exactly…
6 Steps to Building a Personal Brand That Stands Out
1. Carve Out Your Niche
“To niche down or not to niche down” is a question creators often debate. While narrowing your focus can feel limiting, finding your niche is about standing out—not boxing yourself in.
Think about what makes you truly unique. What do you offer that others in your field don’t? I’ve always leaned into being different—whether by zigzagging when others go straight or by offering services outside the “menu” of my peers. This mindset has been my jam since day one.
For example, I’ve had clients who thought their professions—dentists, artists—were too “boring” for social media. Nonsense! I follow dentists who share chic office aesthetics or tea on how root canals impact overall health. As for artists, your content doesn’t need to be loud; it can be thoughtful and reflective. It’s all about leaning into your values and personal stories to connect with your audience.
This is the work I do as a 1:1 consultant: helping you uncover your unique, league-of-your-own identity so you can show up every day with confidence.
2. Pick Your Platform and Go for It.
Your platform should fit you. What excites you? Where do you spend the most time scrolling? Where does creating content feel less like a chore and more like fun?
Here’s what worked for me: After a decade of trying on Instagram (and never getting past 7K followers), I realized TikTok was a better match. I loved the live, unpolished vibe and the ability to combine pop culture with my licensing expertise.
Prefer posting photos? Instagram is a natural fit. Are you a great writer? Instagram is also a top choice, and Substack is an even better one. Want to establish authority? LinkedIn can position you as a thought leader. And while repurposing content across platforms is smart, it’s okay to start with one and build from there. Pick the platform that puts you in the best light, not the trendiest one, and become a pro.
3. Observe to Define Your Style
Creating consistent content requires figuring out what works for you. The best way to do this? Observe others.
Make a list of creators who inspire you. What do you love about their style? What feels authentic to them? Then ask yourself: What kind of content feels natural for me?
For example, my sister is an interior designer who thrives on Instagram by sharing her stunning portfolio and tagging brands for an extra re-post. She’s witty and her captions show off her personality perfectly. For me, TikTok works because I can talk casually about licensing while standing in front of a green screen with product images. I don’t have a lot of professional photos of my own. Borrowing them from other brands is the norm on TikTok.
Whatever you choose to do, be consistent. Whether that’s posting every day for 90 days to see how fast and far you can grow or showing up at least 3 days a week with quality content that makes you proud (my preference).
The other way to maintain consistency is to pick a format that your followers can count on. You may think that once you talk about something or show an image, it’s time to move on when it’s actually the opposite. Repetition works, especially if it’s an opening hook that you use for every video, a regular post as part of a series you see on Instagram, or a certain location that makes a great backdrop for your posts. Finding that thread that ties your content together is a great way to create content that your followers can count on.
4. Experiment and Embrace Trial and Error
When I started on TikTok, I tried vlogs and static images with music and text. Some worked; others didn’t. Now, I stick mostly to live-style videos that feel “on brand” for me. Don’t be afraid to experiment—every “miss” gets you closer to your style.
5. Be Yourself (Eventually)
Authenticity takes practice. But once you find the right platform and content style, it gets easier.
I mix licensing advice with lifestyle content about being in my 50s, sharing lessons I’ve learned along the way. Think about a personal topic you can “pepper in” to connect with your audience beyond your business expertise.
6. Have a Goal in Mind
What’s the point of building a personal brand if it doesn’t lead somewhere? Whether it’s selling products, offering services, or building influence, have a plan for how your audience can engage with you outside of likes and comments.
For me, this has meant offering 1:1 coaching, licensing consultations, digital courses, and affiliate sales programs. I also get to create content for brands I love, an unexpected perk of positioning myself on social media. What does your audience want from you and what would you like to sell them?
Ready to Socialize?
We’re not going back in time. Having a personal brand that lives on social media is only going to become more important. It’s not just about visibility; it’s a gateway to diversifying your revenue streams and building a community of people who can amplify your growth.
If you want more action steps and support, upgrade to a paid Substack subscription where I’ll share exercises and planning tools to help you with this and other strategies for licensing and creative business growth.
And if you’re ready to fully invest in yourself, apply to work with me 1:1. Let’s grab a spot to kick off the new year with a plan tailored to your goals and your unique strengths.