As 2024 comes to a close, we can all take a moment to reflect on the previous year. Looking back, we can highlight what succeeded over the past year and note what fell short of expectations.
For thought leaders in various industries, personal branding remains vital for credibility, visibility, and driving growth. Looking closely, we can pinpoint some top personal branding trends for industry professionals from 2024. Then, analyze which ones we can leave behind versus which ones will be carried into 2025.
Top Personal Branding Trends in 2024
Popular branding trends we saw over the last year:
Authenticity Over Perfection
A key trend that not only continues to prevail from year to year but has also increased in importance for personal brands is authenticity. Audiences across most industries crave connection with the leaders they follow.
We see time and time again that audiences, particularly those in the Millennial to Gen Z age ranges, value transparency and connection over polished perfection. Vulnerability has become a hallmark of trustworthiness, and this doesn’t seem to change soon.
Whenever opportunity arises, thought leaders shouldn’t shy away from fully relating to their audience. This will instill loyalty and a strong connection among those who are looking to you for guidance.
Short-Form Video Domination
Among all the various forms of content creation nowadays, short-form videos continue to reign supreme. We have TikTok to thank for this. Platforms like Instagram (Reels) and YouTube (Shorts) have also used the short-form video content and now push these types of posts prominently in their algorithms, driving the most engagement.
Short-form videos can be beneficial for content creators looking to generate easy, real-time, more genuine content for their audiences. Many take advantage of short videos to add a personal level of storytelling to their brand. As mentioned above, this type of content is one of the best ways to create authenticity and connection with your audience on your platform.
Visual Storytelling
Similar to short-form video content, visual content overall has become paramount to growth and engagement for thought leaders and their platforms.
Elements such as infographics, carousels, and visually compelling narratives dominated platforms like Instagram, Facebook, and TikTok. We’re also seeing a much larger use of these kinds of elements on LinkedIn. Brands, both corporate and personal, use these visuals to simplify complex topics and create variety on their platforms, typically increasing CTR.
AI-Enhanced Branding
Overall, we have seen a monumental growth in the use and capabilities of AI. For those focusing on growing their personal brand, tools like ChatGPT and Canva AI have been invaluable for streamlining content creation.
They have allowed professionals to produce more dynamic visuals, messaging, and personalized experiences efficiently. As we’ll examine further, the use of AI shows no signs of stopping in 2025. These tools will continue to aid thought leaders and content creators in growing their online presence with timeliness, ingenuity, and useful tools for success.
Purpose-Driven Messaging
As professional leaders expand their presence across platforms and provide more resources to their audience, their core messaging becomes increasingly important. It must remain purpose-driven and concrete to resonate effectively. It’s expected that a thought leader’s brand values are clear, concise, and consistent across the board, no matter where you read about them or listen to them.
Over the lifeline of your personal brand, your “what,” “how,” and “where” will continue to change and adapt as you grow, accomplish, and pivot your goals. However, your “why” will ideally remain the same. If this core foundation isn’t set, then the rest of your branding structure becomes convoluted.
Collaborations and Networking
Gaining empty followers isn’t enough anymore. Over 2024, we’ve seen how crucial it is to build brand recognition and loyalty by forming deeper connections with one’s audience. This is done through intentional networking, both online and in-person, and by collaborating with other leaders in the industry of focus.
By promoting and supporting authors, you form a stronger, more reliable bond with your connections. And, importantly, you also gain access to their audience and network, expanding your own brand to fresh eyes and ears.
Personal Brand Trends in 2025
Looking ahead in 2025, what can we expect to see trending for personal branding?
Tailored Authenticity
As with most things, we’ve too far on the other end of the authenticity spectrum. We’re now seeing content creators generating posts that are “authentic” but without proper direction or focus.
For thought leaders looking to connect with a specific audience, more curated authenticity is what will lead to better results for growth and longevity. The ability to straddle the line between authentic and professional can be tricky, but the balance of both is always what makes the strongest brands.
Intentionality Over Generality
The concept of curated authenticity is a good segue into the discussion of intentionality. Bringing intention into your content and personal branding is what will lead the foray to success. While general, evergreen content will help to get your platform seen across wider audiences, it will not be as reliable to ensure these followers stick with you and your brand.
When thinking about connecting with your followers, remember to always come back to this question: What problem are you solving for them? With this question guiding your brand, your content will be more focused and intentional, while maintaining the authenticity we all crave.
Expert Guidance With Niche Angles
With all the noise that’s filling up the digital marketplace nowadays, it’s important to not only think about what your expertise is and what you are delivering to your audience, but also how you are delivering it.
Decide on your niche angle to your messaging and what makes you different. Subject experts are getting more and more creative with their asset delivery to their audiences and networks, emphasizing their differentiators and setting them further apart from the crowd.
Greater Scrutiny on AI Usage
As helpful as AI has become over the recent years, the demand for transparency with AI usage is becoming stronger. Human-first storytelling is still the best way to connect with audiences across the board, and keeping content personal keeps users coming back to a platform.
AI remains invaluable for improving efficiency and time management. However, 2025 will test our ability to use it sparingly and avoid overreliance for brand and business growth.
Creating a People-First Mentality
Business leaders, no matter their niche, have the desire to put their people first. Maintaining a powerful level of emotional intelligence and ethical awareness for people is a hot topic among leaders. This pertains to both the people under their employ and their target audiences across their platforms.
Your followers that find your brand not only want to know why they should listen to you—they want to know why they should keep listening to you. What problem will you solve for them in the short and the long term? And why are they going to trust you to take care of their needs?
As newer, younger professionals enter the workforce, the need to feel secure and supported only continues to grow. A people-first mentality is not just a desire; it’s a demand.
Important Points for 2025
Throughout 2025, we are going to continue seeing the blend of tech innovation with human connection and further question how to balance the two equally. The thought leaders that move forward with consistency, authenticity, intention, and emotional intelligence in their personal branding will lead the forge in their industry and grow to be the top voices in their industry in the year of 2025.