Copywriter’s personal brand: what is it and how to build it?

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“If you’re not online, you don’t exist” – moving a large part of your business online changed the lives of freelancers forever. Building a personal brand has become an integral part of the work of photographers and computer graphic designers. This rule has also applied to authors of texts who communicate with potential customers through the website or social media. What is a copywriter’s personal brand and how to build it?

What is a personal brand?

A personal brand is an image created by a given person through which employers and potential clients perceive them.

Personal branding aims to draw the recipient’s attention to your services and show you as an expert in your industry. A personal brand is an extensive showcase of the 21st century.

You can post information about yourself:

  • on the website,
  • on the blog
  • on LinkedIn,
  • in social media (Instagram, Facebook, TikTok).

Instagram is currently the platform with the greatest potential. For this reason, most freelancers choose this service to build a personal brand and gain the trust of recipients.

Copywriter’s personal brand – where to start?

First of all, it is worth starting with setting up an Instagram, LinedIn or other website where you intend to publish content.

The most important element in building a personal brand is know-how, i.e. a package of practical knowledge and skills improving work in a given field. Key aspects are also:

  • authenticity,
  • cohesion,
  • charisma,
  • courage.

Business card on LinkedIn

LinkedIn is an international social network specializing in professional and business contacts. Social media is used for various purposes. LinkedIn is a portal created for the professional activity of users. On a popular website, you can build a copywriter’s personal brand, based on a previously built freelancer profile. Your business card includes elements such as:

  • profile picture,
  • heading,
  • Background image,
  • professional summary,
  • skills.

This portal gives you great opportunities to expand your professional network of contacts. There you can share your articles, write about your career, inform about the courses you have taken, share your knowledge and build the image of an expert.

Website or social media?

Every copywriter deciding to build a personal brand must decide on the preferred platform. For hundreds of freelancers, the answer will be obvious – Instagram. The photographic social network is accessible to both potential clients and employers looking for information on contractors. Instagram is also an attractive solution for paid advertising of posted content. Progressive creators should also consider TikTok, which is gaining popularity.

The website is still the right space to build a personal brand. However, it involves some costs spent on designing and programming the website. The funds spent are a form of investment that will pay off in the near future.


The most important element of any personal brand is know-how. In addition to charisma and graphic design, it is practical knowledge that distinguishes you from hundreds of other copywriters.

Before your first publication, think about which skills you have mastered (or at least very well). What are you most passionate about copywriting? What do you read the most about in books or online articles?

The answer to this question may be SEO, content writing or social media copywriting. If you specialize in writing medical texts – write about it!

A personal brand with a soul

However, a copywriter’s personal brand is not only an anonymous transfer of practical knowledge. The published content should bear your image! Personal branding is your business card, so don’t be afraid to put your photo or even private information. You don’t have to share your full resume, but facts from your private life will help you build a connection with your audience.

Be available to your audience

One of the tasks of a personal brand in social media is to build relationships with recipients. For this reason, do not forget to complete your profile description with contact details and e-mail address. It may also be beneficial to include a telephone number, which will minimize the barrier between you and a potential customer.

Regularity is the key to success

Instagram, like other social media, requires regularity. Consistent content publishing makes the site’s algorithm promote your posts to other users.

Regularity primarily applies to specific days of the week when you intend to publish content. The time of publication is also an important issue. You should adjust the time to the people watching you – in the case of copywriting, the afternoon hours will be optimal – from 16.00 to 19.00.

Brand building tools

A significant part of building a copywriter’s personal brand is, just like during work, creating written content. Helpful tools in personal branding are:

  • Canva – a free, intuitive service for creating graphic designs;
  • AnswerThePublic – a free SEO tool for searching for key phrases;
  • Google Trends – a website showing the popularity of specific phrases throughout the year;
  • Google Analytics – an online tool for analyzing website statistics;
  • Grammarly – a system that checks the spelling, grammar, typography and stylistic correctness of texts.


  • A personal brand is a created image through which employers and potential clients perceive you.
  • The most important aspects in building a personal brand are know-how (practical knowledge), authenticity, consistency, charisma, and courage.
  • In building a personal brand, posting photos and even private information helps.
  • Be sure to include your contact details and even your phone number in your profile description.
  • Helpful tools in building a personal brand are Canva, AnswerThePublic, Google Trends, Google Analytics and Ortograf.

Owen Mantz

Owen Mantz is a freelance copywriter and the COO of Content Writer USA. He has worked with both startups and Fortune 500 companies, helping them increase leads, sales, and customer retention rates.

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