Why Branding Matters: Building a Personal Brand That Lasts Beyond the Followers

I get a lot of messages on Code of The West from folks asking for advice—how to build a following, how to get noticed, and how to make their work stand out. Most of these people aren’t running big companies; they’re individuals sharing their art, ideas, or passions with the world. But whether you’re a creator, a small business owner, or a massive brand, the answer is always the same and its rooted in the principles of “branding”.

I’ve been fortunate to work with large and notable brands like Black Rifle Coffee, and Filson and with these companies, branding is front and center—it’s the foundation of everything they do. But what I’ve learned is this: branding isn’t reserved for big corporations-it’s just as essential for creators and small businesses.

In fact, if you’re presenting your work to an audience—whether it’s paintings, videos, writing, or even just an Instagram feed—you’re already a small business. You’re offering something of value to others, and branding is what gives that work identity, meaning, and connection. 

This post is about why branding matters for creators, how it differs from marketing, and why it’s about much more than just chasing followers, but ultimately what I’m working towards is creating a guide for folks to be able to do what I do: tell stories. 

I don’t want to only share what I know with big companies, I want us little guys to have a chance too. 

What Is Branding (and What Isn’t It)?

Let’s start with what branding actually means. Branding isn’t just your logo, your tagline, or your color scheme. It’s your story. It’s the emotional connection people have with your work.

Marketing, on the other hand, is how you share that story. It’s the strategies and tools you use to get your message out into the world. The mistake a lot of creators make is focusing too much on marketing—trying to go viral, get followers, or make their posts “pop”—without having a strong brand at the core.

Think about it this way: branding is who you are. Marketing is how you tell people who you are. Without a clear brand, even the best marketing won’t stick.

Why Branding Is the Foundation of Success

Whether you’re running a multimillion-dollar company or posting videos on TikTok, branding is what sets you apart. It’s what makes people remember you.

Great branding builds trust and loyalty. It gives your audience something to believe in, and it helps you stand out in a sea of creators and businesses all vying for attention. When you know who you are and what you stand for, it’s easier to make decisions, create content, and connect with your audience.

For Code of The West, branding has always been about bringing back America’s Shared Story through values: courage, honor, and resilience through the lens of The American West. Everything—from the posts to the products—ties back to those core ideas. And it’s those values that resonate with people, not just the visuals or the slogans.

The Mistake of Chasing Followers

One of the biggest pitfalls creators fall into is thinking they need a huge following to be successful. Let me tell you something: a small, engaged audience is infinitely more valuable than a large, disengaged one.

You don’t need 100,000 followers to make an impact. You need 100 people who believe in what you do, who share your work with others, and who stick with you because they trust your brand. That trust doesn’t come from flashy posts or viral moments—it comes from consistently showing up with purpose and authenticity.

How Branding Impacts Everything You Do

Your brand isn’t just a creative decision—it’s the foundation of your work. It influences:

• The tone and style of your content: Are you serious, humorous, inspirational?

• The way you interact with your audience: Do you respond to comments, share your journey, or engage in meaningful conversations?

• The way your work is perceived: What’s the emotional connection your audience feels when they encounter your content?

For creators, branding provides direction. It’s the compass that keeps your work aligned with your values and your goals. Without it, your content risks feeling scattered or hollow, no matter how many views or likes it gets.

Practical Steps for Creators to Start Building Their Brand

If you’re just starting out, or even if you’ve been at this for a while, here’s how to start strengthening your brand today:

1. Define Your Purpose: Why are you creating? What do you stand for? What impact do you want your work to have?

2. Identify Your Audience: Who are you trying to reach, and what do they care about?

3. Create Consistency: From your visuals to your tone, ensure your content reflects your values.

4. Tell Your Story: Share your journey, your process, and your “why.” People connect with authenticity.

These steps aren’t about getting followers—they’re about creating a foundation that will support your work for the long haul.

But this is just the beginning. Over the next week, I want you to spend some time thinking about these questions:

• What’s the deeper reason behind what you do?

• Who are you creating for, and what do you want them to feel when they see your work?

• If someone described your brand in one sentence, what would they say?

Write down your thoughts—don’t worry about getting it perfect. Let the ideas flow. In next week’s post, we’re going to take what you’ve uncovered and guide you through crafting a clear, powerful brand statement that will define who you are and why your audience should care.

Think of this as your homework. The more you reflect now, the stronger your foundation will be when we build it out next week.

Final Thoughts: Branding for Creators

Whether you’re a creator, a small business owner, or somewhere in between, branding is the key to building something that lasts. It’s not about numbers—it’s about connection.

So the next time you’re feeling stuck or overwhelmed, ask yourself: What do I stand for? Who am I creating for? And how can I make my brand reflect that?

The answers to those questions will guide you more than any marketing trick or algorithm hack ever could.

I’ll see you back here next week for Part 2: Crafting A Brand Statement