Short answer: no. Most UGC creators don’t need a personal brand.
At least, not at first.
Controversial? Maybe. But let us be the voice of reason for you.
90% of brands finding you via socials just want to see your style and content quality – nothing more. Take it from us, a booked-and-busy UGC agency: when narrowing down creators for projects, we don’t factor in a creators personal brand. So if you’re new to UGC, don’t overcomplicate things.
Focus on your skills first. Your brand can come later.
Only once you’ve honed your skills (enough to not want to cry every time you open CapCut), then — and only then — should you think about building a personal brand.
Julia Broome, a leading voice in personal branding, puts it best: “Your brand isn’t what you say it is. It’s what others say it is.” Every piece of content you post, every brand interaction, and every project you deliver shapes your brand — whether you’re intentional about it or not.
Even if you don’t realise it, just by delivering great work, you’re building your personal brand, but to take it to the next level, you need to start becoming visible to more than just your clients. When you get this right, it becomes your shortcut to visibility, credibility, and consistent work.
Done right, you can position yourself as the go-to creator. The expert. Someone who commands significantly higher UGC rates that brands are happy to pay.
Sounds good, right? Let’s break down exactly how to do it.
What is a personal brand? (and what it’s not)
A personal brand isn’t just a logo or your Instagram aesthetic. It’s the perception others have of you based on your skills, expertise, values, and the content that you put into the world.
YOUR PERSONAL BRAND IS:
- Your unique value proposition — why brands should work with you instead of someone else.
- The way you present yourself and your work — your tone, expertise, and consistency.
- Your online presence — your social media, portfolio, and content.
YOUR PERSONAL BRAND IS NOT:
- About becoming an “influencer”
- A one-time project — it evolves as you grow.
- About jumping on trends without strategy.
Why build a personal brand?
Building a personal brand has become somewhat of a buzz word (buzz-phrase?) in the last few years, and many creators don’t actually understand why they’re even building one. For UGC creators, a solid personal brand has three main benefits:
1. ATTRACT INBOUNDS
When you establish yourself as a go-to creator, brands come to you instead of you constantly pitching.
Having gone through the rigmarole of trying to find paid UGC work for sometime, I’m sure this sounds like heaven.
2. STAND OUT FROM THE CROWD
Every UGC creator says they offer “authentic content.”
Every UGC creator says they can help brands “increase conversions.”
With a personal brand, you can become known for it. A personal brand is what positions YOU as the obvious choice. Competition isn’t a problem when you become a field of one.
3. COMMAND HIGHER PRICES
Brands pay a premium for credibility.
When you’re seen as an expert, you’re credible, you can charge higher UGC rates than the average joe.
How to build your personal brand
There are a million ways to approach branding, but it’s not as complicated as people make it out to be.
Here’s the simplest version:
[1] IDENTIFY YOUR BRAND PILLARS
Your brand pillars are the key themes that define your content and reputation.
Use this exercise to clarify yours:
Self-Reflection:
- What am I passionate about?
- What are my core values and beliefs?
- What makes me different from others in my field?
Audience Analysis:
- Who is my target audience?
- What problems are they facing?
- How can I provide value?
Core Expertise:
- What am I really good at?
- What results have I gotten for myself or others?
- What type of content best showcases my skills?
Put your answers into ChatGPT and ask it to pull out 3-5 core brand pillars that can guide your content and messaging. Then, stick to them.
[2] SHOW UP CONSISTENTLY AND STRATEGICALLY
Success doesn’t come without consistency, and it certainly doesn’t come without strategy.
But we don’t just mean post on a Tuesday and call it a strategy. Building a personal brand strategically means using your 4Ps. Pitch, Publish, Productize, and Profile.
1. PITCH
Can you describe what you do in one sentence? If not, it’s time to refine your pitch. Here you’re going to break down who you help, what you help them do and exactly how you do it. Get so specific here it feels too simple.
Example: “I help beauty brands increase sales with high-converting UGC ads that blend storytelling and data-driven strategy.”
2. PUBLISH
Ah, the hard part.
You can’t build a personal brand without taking action, and in this case it means posting consistently on platforms like TikTok, LinkedIn, and Instagram to position yourself as an authority. Choose one platform and focus it on for three months, posting at a manageable rate per week.
Types of content to post:
- Strategy Showcases – Break down what’s working for brands and why.
- Ad Breakdowns – Analyze high-performing UGC ads and what makes them effective.
- BTS Content – Show your process, from scripting to filming to editing.
- Results & Testimonials – Share case studies and real outcomes to build trust.
3. PRODUCT
Turn your skills into sellable assets. These are products over and above your services as a UGC creator.
Now, there are two ways to look at this as a UGC creator.
The first is the most obvious and the direction we see most creators who try to build a personal brand go.
Selling to other UGC creators. This might be with a paid guide, a course, coaching sessions, or templates. While it’s a solid move to diversify your income it ultimately serves a target audience of other UGC creators. That’s not what we want.
Consider the second direction. Brand focused.
What could you offer brands who can’t afford your services yet? What would make their lives easier?
Could you productise your script template, your method for research, a bank of trends that you plan on using for organic content over the next month? The list is endless.
4. PROFILE
Your online presence should work for you, not against you.
Ensure your bio, portfolio, and pinned content across any platforms you use make it crystal clear what you do and why you’re worth hiring.
- Your bio should answer: Who are you? What do you do? Who do you help?
- Your portfolio should showcase: Results, creativity, and professionalism.
- Your pinned posts should include: Case studies, testimonials, and content that highlights your expertise.
You can nail all of the above, but if you’re not authentic and consistent, it won’t stick.
People follow people, not robots, so show your personality. Be real. And keep showing up, even when you don’t see instant results.
[3] BUILD CREDIBILITY WITH RESULTS
At the end of the day, you’re building a personal brand to establish yourself as an expert. Do not be shy about diving into results, feedback, testimonials. This could be as simple as including a quick ‘analytics review’ as part of a DITL.
Every piece of content should strategically position you as an expert, so be intentional with what you post.
💭 Final thoughts
Building a personal brand isn’t just about getting more deals, it’s about positioning yourself for long-term success.
The creators who treat UGC like a business —who invest in their personal brand— are the ones who win.
In a crowded space, you have two options: blend in or stand out.
Define your brand, own your space, and make your mark.
📋 TL;DR
- Your personal brand sets you apart in a competitive UGC space.
- Brand pillars help define your expertise, identity, and differentiation.
- Use the 4 P’s—Pitch, Publish, Productize, Profile—to build visibility.
- Stay authentic and consistent for long-term success.
