How Do You Use Social Media To Build A Personal Brand That People Actually Trust?
The so-called “experts” will swear the secret to building your personal brand on Instagram and social media is posting more Reels, using better hashtags, or jumping on every trend.
But that isn’t what works in 2026.
Social media has fundamentally changed. If you want to build a strong personal brand people actually remember, you can’t rely on algorithm hacks, copycat content, or shady tactics anymore.
People don’t buy from faceless businesses anymore. They buy from real people they trust.
They buy from humans.
In this post, I’m going to show you how to build your personal brand with my five-step H.U.M.A.N. framework so you can stand out, gain trust, and get hired.
If we haven’t met yet… Hi, I’m Alex.
I built my brand, the Copy Posse, into a 7-figure business and a global community of over half a million copywriters, marketers, and business owners in less than five years.
But here’s the crazy part.
I did it by simply showing up right here on social media with you. No fancy funnels. No complicated strategies. No AI content.
Just a personal brand and one simple system I’m about to share with you.
But first…
What is a personal brand?
Your personal brand isn’t what you sell or what you say. And it isn’t something you can wait to build someday when you finally have enough time, experience, or authority.
A personal brand is how others perceive you. The impression people have about you.
In other words, your personal brand is your reputation.
And the truth is, you already have a personal brand whether you realize it or not.
So every time you do something online like…
- Comment on a post
- React to an Instagram story
- Tag someone in your content
- Join an online community
You leave an impression of who you are and how you show up.
And when you:
- Apply for a job
- Respond to an email
- Get a referral
- Donate to a cause
- Jump on a Zoom call
You’re quietly building your reputation.
It’s all the small things that shape how people see you, what you stand for, and whether you’re someone they want to work with.
And for the record, not posting anything online is also a personal branding choice that might not be working in your favor.
Your peers, future clients, employers, and potential referrers are vibe-checking you hard on social media.
Don’t believe me? Get this:
- 90% of people look you up online before they decide to work with you.
- 98% of employers research candidates online before an interview.
- And 79% have rejected a candidate based on their social media content.
So the question isn’t whether you have a personal brand or not.
It’s whether it’s working for you or against you.
That leads me to the Instagram marketing strategy I’m about to share with you.
I call it my H.U.M.A.N. framework: five steps for turning Instagram into a trust-building, lead-generating machine. And it goes like this…
The H.U.M.A.N. Framework
STEP 1: HOOK (People With Your Instagram Bio)
Most people focus on getting as much attention as possible. Views, likes, reach. But that isn’t the right goal.
If you want to build a strong personal brand on Instagram, you need to hook the right kind of attention from the right audience. And the first place to start is at the top with your Instagram bio.
Your Instagram bio isn’t just for fun. It’s your digital business card. It’s where people decide, in a few seconds, who you are and what you do.
It should immediately communicate who you serve and how you help them, in a way that is so specific they can’t help but remember you.
So instead of “Helping entrepreneurs succeed,” you might say:
“I teach entrepreneurs the neurostrategies they need to build profitable businesses without burning out.”
STEP 2: UNDERSTAND (Your Audience)
Step 2 is to understand your audience on a deeper level. This goes further than simply looking at demographics on Instagram or social media analytics.
You need to delve into who your audience really is and what they truly care about.
What keeps them up at 2 AM? What do they secretly worry about?
The ultimate way to figure this out is to ask them directly, of course.
One of my favourite things to do is have convos with my followers in the DMs. Not to sell them anything, but just to understand them better.
But if this isn’t something you’re able to do yet, another great way to get this information is to scan through a similar account’s comment section.
What questions are people asking? What frustrations are they venting about?
This is pure gold. Remember, people don’t buy products or services. They buy the vision of a better future.
Your job isn’t just to sell what you have. It’s to understand exactly who your customers want to be and guide them to where they want to go.
STEP 3: (Share Your) MESSAGE
Step 3 is all about sharing your message from your unique perspective.
This is where your personal brand becomes your secret weapon, the part of your marketing no one else can copy.
And in a world where AI can create content in a matter of seconds, a genuine perspective from a trusted voice in your space becomes a real competitive advantage.
The last thing anyone wants right now is more generic content. They want guided context. They don’t want more information. They want your insights.
So what do you stand for? What do you believe? What are you willing to say that most people in your space are too scared to say out loud?
Don’t be afraid to ruffle a few feathers.
When you start sharing who you are and what you believe, the right people will love what you have to say and everyone else will fall away.
That’s a good thing, because those are the people who will follow you, trust you, and eventually hire you.
STEP 4: AMPLIFY (Your Message)
Basically, put yourself out there.
Before you freak out… this isn’t about posting a ton of content or documenting every second of your life.
It’s simply about showing up authentically and consistently in a way that feels natural to you.
Instagram rewards conversations, not broadcasts.
Post on your Instagram stories regularly. Make an effort to respond to comments. Ask questions that spark discussions.
Share behind-the-scenes glimpses that show the real you, not just the polished posts.
This isn’t about putting together a perfect Reel or beautiful carousel post… It’s about building real connection with your audience.
STEP 5: NURTURE (Your Relationships)
Step 5, building real relationships, might be the most important one, and it’s where most people drop the ball.
Most people are on a constant quest for follows, but they never follow through with actual conversations.
Or worse, they use their DMs as a funnel for nonstop cold sales pitches, which kills any chance of a real relationship.
Or, in the ultimate misuse of social media, they use AI to generate random comments that mean absolutely nothing, all in an attempt to fake engagement and connection.
Don’t be that person.
When someone comments on your post, don’t just like it and move on. Treat it like the start of a conversation. Share something helpful. Ask a follow-up question. Be genuine. Be real. Have fun with it.
This kind of interaction builds a lot of trust over time, and that trust is what turns followers into clients and clients into sales.
The “Skepticonomy”
Listen, we’re living in what I call the “Skepticonomy.”
We’re constantly being bombarded with fake news, corporate messaging, and AI-generated content, so it’s no wonder trust is at an all-time low.
That’s why being genuinely human is your greatest competitive advantage.
While everyone else zigs toward automation and AI everything, ask yourself how you can zag. Double down on the one asset that can never be replicated.
You. Your stories. Your perspective. Your values. This is how you cut through the noise and create real connection.
Using the H.U.M.A.N. framework, I’ve helped thousands of business owners at every level, from total beginners to seasoned pros, build profitable personal brands on Instagram.
Students have gone from zero followers to running six-figure businesses.
The difference? They stopped obsessing over looking perfect and chasing vanity metrics, and started showing up as humans and building genuine connections.
If you want help building your personal brand on social media, click the link below to check out my Personal Brand Bootcamp.
In this short mini course, you’ll learn how to confidently claim your corner of the internet, position yourself as a trusted authority in your industry, and attract premium clients who need your services now more than ever.
Whether you’re just starting out, looking to grow your side hustle, or already fully booked, I’m going to show you how building your personal brand is your most profitable business move right now.
For more tips for building your business online with modern marketing, messaging, and branding, make sure to stick around and explore more content here on the blog.
Until next time, I’m Alex.
Ciao for now.
PS – If you’re more of a watcher than a reader, check out the YouTube version of this post
