A strong personal brand can open countless doors for professional opportunities. However, that brand has to be grounded in authenticity and aligned with real actions. Entrepreneurs and business leaders who mismanage their brand risk losing trust, confusing their audience or damaging both their personal and business reputations.
Here, 19 Forbes Business Council members share common mistakes leaders make when building their personal brands and what to do instead. Follow their recommendations to build credibility and long-term influence with your online (and offline) presence.
1. Inconsistency Between Your Content And Reality
In the age of transparency, branding’s not what you say, but what people feel when they interact with you, your company and your product or service. For example, if you tout the importance of mental health and work-life balance on social media, but your managers are burned out, there’s something amiss. People can feel the dissonance of misaligned values, eroding trust for both you and your organization. – Scott Paddock, Wondr Health
2. Just Being A ‘Solution Provider’
I believe that your brand should reframe problems, not just solve them. Solution providers are commodities these days; problem definers are most invaluable. The most powerful personal brands do more than solve existing challenges—they help their audiences see opportunities others miss. Your unique lens on industry problems creates more value than your solutions alone. – Gabe Fletcher, EditMyPodcast
3. Neglecting Your Reputation In Favor Of Branding
Brand creates visibility, but without trust and proven results, it holds no weight. Reputation isn’t built by what you say—it’s built by what you do. Branding shapes perception, but reputation cements it. Don’t just build a brand—back it up with reputation. Branding might make people look, but reputation is what makes them stay. – Dave Fulk, Reputation Rhino
4. Trying To Create A Perfect Image
Trying to create a “perfect” image is risky. Leaders who hide flaws or mistakes appear inauthentic. People connect with real, relatable humans—not flawless “saints.” Admitting imperfections while showing effort to improve builds stronger credibility. – Hannah Ma, Globevisa Group
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5. Prioritizing Self-Promotion Over Impact
When leaders focus more on looking important rather than adding value, people see through it. Credibility comes from integrity, consistency and real commitment—not just a polished image. People follow those who are real and not just visible. – Kent Ingle, Southeastern University
6. Acting Like An Expert Too Soon
For new entrepreneurs: Don’t sell yourself as an expert or act like you know everything—that’s a bad start because it’s not believable. Instead, showcase your first wins with joy and pride. That will help you build credibility along the way. – Arnold Sotelo, International Media Group SAC
7. Chasing Trends Over Substance
Chasing trends over substance is the silent killer. Personal brands built on hacks and hype might win impressions, but they rarely earn trust. I’ve seen founders burn out trying to be “everywhere,” forgetting that depth beats noise. A brand without soul is just performance. – Samuel Darwin, Sparkle
8. Promoting A Persona Instead Of Being Real
A common mistake? Being inauthentic. Leaders who promote a persona instead of showing up as their real selves risk losing credibility. Customers and employees see through the disconnect, and trust erodes fast. A strong brand is built on consistency. Your actions, values and leadership style should always match your messaging. – David Boice, Team Velocity
9. Failing To Evolve Your Brand
Many leaders fall into the trap of shaping their personal brand around past success instead of evolving with their industry. A static brand signals stagnation, making them seem out of touch rather than forward-thinking. Credibility comes from adaptation, showing you can navigate change and not just reminisce about past wins. A personal brand that doesn’t grow will eventually fade. – Khaled Naja, Core Group Partners
10. Trying To Appeal To Everyone
Pursuing broad appeal weakens your brand. For example: A CEO trying to brand themselves as “disruptor” and also “traditional steward” is confusing for audiences. The solution is to niche down. A fintech founder focused on AI ethics is a trusted voice. Focus is required for credibility. – Adnan Ghaffar, CodeAutomation.AI LLC
11. Over-Relying On AI Content
One common mistake entrepreneurs make in personal branding is over-relying on AI tools to generate content without proper proofreading or personalization. This can harm credibility and make it harder to build genuine trust with the audience. It’s essential to review and refine AI-generated content to maintain authenticity and professionalism. – Egor Karpovich, Travel Code Inc.
12. Overshadowing Your Team
One mistake business leaders often make is over-promoting themselves at the expense of their team or company. While personal branding is important, focusing too much on individual achievements can create the perception of arrogance or self-centeredness. You can build better credibility by sharing experiences, lessons learned and educational material that directly or indirectly reflects your work. – Kamya Elawadhi, Doceree
13. Overengineering Your Brand
Overengineering your brand is a mistake. Many small- and mid-sized-business owners thrive on authentic customer engagement. Forcing a brand identity that doesn’t align with your true voice can alienate loyal customers. Instead, focus on growing your existing audience. Authenticity will attract new buyers naturally. – Anna Horndahl, EY
14. Investing Too Little Time In Branding
My mistake was not contributing enough time to personal branding. Also, I expected that some employees might handle strategic tasks. When I analyzed the last nine years of my entrepreneurial journey, I found that most of my business time was spent resolving urgent issues, while I contributed very little to branding. It is easier to protect your reputation when you have influence and friends. – Mykola Lukashuk, Marketing Link LLC
15. Treating Branding As A Shortcut To Success
A strong brand follows real work—not the other way around. If you’re trying to build a name for yourself without putting in years of effort and experience, people will see right through it. Be patient. Do the work. Build something worth talking about first. Then, and only then, will your brand have actual weight. – Ran Ronen, Equally AI
16. Focusing On Being Liked Instead Of Trusted
Don’t focus on being “liked.” It’s about building trust and respect with your audience. Time (and consistency) build trust. When you have a clear and simple message (like an easy-to-implement strategy), and you consistently share it, like-minded people will follow your lead. – Michael Decker, Kedrec Wealth / Cash Flow & Capital
17. Over-Sanitizing Your Online Presence
One common mistake is trying to erase or hide every negative mention online instead of owning the narrative. Over-sanitizing a digital presence can come off as inauthentic and damage credibility. Strong personal brands are built on transparency, consistency and a clear mission, especially in a world where trust is everything. – Chad Angle, Reputation Defender
18. Making Claims Without Proof
One common mistake entrepreneurs make when building a personal brand is excessive self-promotion without real achievements. This undermines audience trust and can damage reputation. It’s crucial that claims of success are supported by examples, facts and testimonials to reinforce credibility. – Daniil Demchuk, Smart Flats 24
19. Branding Yourself Too Aggressively
Don’t underestimate your worth. Many people brand aggressively when all they really need to do is demonstrate their expertise in their field. Your brand will naturally grow if you establish yourself as an industry leader. – Tammy Sons, Tn Nursery
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