It’s easy to believe that personal branding works like this: the broader your appeal, the more opportunities you'll get.

But here's what actually happens when you get specific about your expertise:

Before: "I'm a digital transformation consultant"
300 LinkedIn profile views, 3 meaningful connections, 0 thought leadership recognition

After: "I fix inventory chaos for D2C brands doing £2-10M revenue"
30 LinkedIn profile views, 8 meaningful connections, 3 speaking invitations

Personal branding isn't about reach. It's about recall.

Why generic personal brands fail

When your LinkedIn headline says "I help everyone," three things happen to your personal brand:

• Brand confusion: People can't remember what you're actually known for

• Expertise dilution: You're seen as a generalist, not the go-to expert

• Message fatigue: Your content gets lost in the noise

Specificity doesn't limit your brand. It sharpens it.

The colleague test for your personal brand

Can someone introduce you at a networking event in 10 seconds or less?

If not, your personal brand isn't clear enough.

Weak brand: "Meet Sarah - she helps companies optimise operations and improve efficiency through strategic consulting."

Strong brand: "Meet Sarah - she fixes supply chain disasters for food manufacturers."

The reputation question

Instead of asking "What do I do?" ask "What do I want to be known for?"

Your personal brand isn't your CV. It's your reputation for solving a specific problem.