Historically, conversations about personal branding have centered around social media algorithms.
How do I get more reach?
What time of day is optimal for me to post?
What format is performing best?
What’s the best hook line for this post?
Those questions still have relevance, but something far more significant has happening recently.
We're no longer creating content solely for the people scrolling their feeds. Increasingly, we're creating content that helps AI understand who we are, what we know, and whether we're someone worth recommending.
When someone asks an AI tool for a recommendation—whether it's for a keynote speaker, a leadership coach, a marketing consultant, or an expert on a particular topic—the answer isn't based on one viral post. It's based on patterns. AI relies heavily on pattern recognition to make recommendations.
What have you consistently talked about?
Have you shared original ideas?
Do others reference your work?
Does your digital presence tell a coherent story?
Have you shared knowledge and expertise recently?
If AI can’t understand what you do and what you think, neither will those using AI to search for answers and experts.
What's Brewing
One of the biggest trends I'm watching is the move away from polished corporate messaging and toward authentic expertise.
Companies are investing in employee creators. Founders are becoming the faces of their businesses. Professionals who openly share what they're learning are building trust faster than those who only post company updates.
Why?
Because people want to connect with people.
One of the most fascinating examples of this trend comes from Starbucks (how appropriate). Rather than relying solely on outside influencers, the company is expanding its employee creator strategy through a partnership with TikTok that allows select baristas to participate in branded campaigns and share in the advertising revenue their content generates. The initiative builds on Starbucks' existing Green Apron Creators program and reflects a broader shift: brands are beginning to recognize that some of their most authentic (and influential) creators are already on the payroll.
Behind the Counter
This is showing up in my client work more and more frequently:
Executives who once questioned whether they should spend time on LinkedIn are now asking how they can become more visible.
Founders are realizing that their company's website alone isn't enough to drive pipeline.
Professionals who have spent years doing exceptional work behind the scenes are beginning to understand that expertise only creates opportunity when people can discover it.
If I can share only one message from my heart, it’s this: Visibility isn't vanity. It’s essential.
One Final Sip
This month, spend 15 minutes reviewing your presence online.
Ask yourself these three questions:
If someone (or an AI assistant) looked me up today, what three topics would they associate with me?
Does my LinkedIn profile reflect where I'm going, not just where I've been? Is what shows on my LinkedIn consistent with my website and anywhere else I show up?
Have I shared an original insight recently, or have I mostly been resharing what others have said?
You don't need to post every day, or to have a massive following
But you do need enough consistent evidence that supports the reputation you're working to build.
Your personal brand isn't just influencing the people who already know you. Its real job is shaping how you'll be introduced to the people who don't.
Until next month, stay curious, stay visible, and, of course, stay caffeinated.
—Melissa