How did you build your personal brand

Personal branding - costs for a strong brand

Today's marketing strategies have largely shifted to social media and for good reason: With 3.5 billion benefits, half of the world's population is already on social media - and spends an average of 3 hours per user per day there.

Who his Increase visibility, Generate customers or Win cooperation partners wants, needs a plan for social media. There is always talk of personal branding. Find out exactly what that is and how much it costs to build a strong brand here.

Personal branding - the basics

Before a personal brand is developed, a few questions arise that are decisive for the quality of the branding. To do this, it must first be clarified what exactly personal branding is about, why it is so valuable nowadays and what should be conveyed. This makes it easier to determine how you can benefit from personal branding.

What is personal branding?

Personal branding is primarily aimed at individuals. It's about emphasizing and marketing the unique qualities and characteristics, similar to companies or products. Here, however, the focus is on people.

Many freelancers or experts in a field can make effective use of this type of marketing. But personal branding is also becoming more and more interesting for companies. Usually, customers prefer to follow the face of a brand. Companies also benefit when their employees are known for their professionalism and the company automatically comes into focus. So far, this opportunity of personal advertising for the company has not been used, but it is attracting more and more attention.

Why is branding so important?

Classic advertising is becoming more and more expensive. In addition, advertising is hardly trustworthy any more.

A much better method of capturing potential customers is through authentic mini brands on social media such as LinkedIn and Co: The people behind a company. Personal branding is about giving companies and brands a face. This works just as well for small one-man companies as it does for large corporations.

A strong presence on social media by putting people in the foreground can generate a lot of attention. In addition, a clear line with a real personality speaks for professionalism in combination with a certain closeness. The keyword is authentic, because many people have had enough of the overly artificial social media world and want to discover real characters. Well done personal branding can do just that.

Branding is also particularly interesting for generating leads. This is the name given to high-quality contacts that can become customers. These types of prospects are extremely valuable for businesses and freelancers alike to increase sales.

What is the goal of your personal branding?

It takes a lot to create a real and authentic brand. Good preparation is everything. The more precisely you define the goal, the more precisely it can be implemented. It can also be used to check when which objective was achieved.

Goals can be for example

  • generate new leads
  • increase your own awareness
  • enlarge the network
  • find new partners
  • find new employees
  • make a product known

Which target group should be served?

Target group. Target group. And target group again. One of the most important questions to ask yourself before branding is about your target audience. Even if it sounds much more tempting to simply do justice to everyone, it is worth limiting it to certain customers. Why? Quite simply: the more you can satisfy a selected group of people and the more precisely you recognize their needs, the more successful the branding will be. A professional in his field is in great demand and therefore more in demand than someone with a wide range of half-knowledge.

Which values ​​should be conveyed?

It's all about the values. It is therefore important to clarify in advance which qualities are to be conveyed. But be careful: your own personality must match these values, otherwise you will not appear authentic and the essence of personal branding will be missed.

What makes you unique

What are your unique characteristics? What makes you special The more your qualities and character traits flow into the brand, the more successful your branding will be. Individuality will pay off in the end.

In the B2B area, branding works particularly well by creating informative added value. New developments in your industry, comments on current events and assessments of the latest developments - such content signals to your network that you are a professional.

Which platform makes sense?

Which “stage” is selected is a reasonable question. It depends on your own preferences and, above all, on where your target group is mostly located. Distribution on many platforms is not advisable because you will lose your presence and your niche. Here it is more advisable to perform particularly well on just one platform.

The largest business networks are LinkedIn and XING. Depending on the target group, Instagram, Facebook and Twitter can also make sense. You can read an overview of the networks and their focus here.

Personal branding - the cost

Personal branding costs vary widely. Many different factors and providers influence the price.

If you go through typical branding agencies, you have to reckon with amounts between 20,000 and 200,000 euros per year. This is far too expensive for small businesses and individuals. The price for personal branding ultimately depends on which services are required in detail.

Scope of personal branding for cost calculation

One factor that significantly influences the cost of personal branding is the scope of the services offered:

  • How far does the branding go? Should only a top or a very broad target group be addressed?
  • How detailed is your personal brand built? Are there any special nuances that are difficult to establish?
  • How many social networks should be served?
  • How many posts would you like to write - 3 or 5 per week per network?
  • What kind of images should be created for the contributions. And what about videos to me? These and other factors influence the price.

The network strategy

Which networks you want to use depends on where your target group can be found. The more networks you serve, the higher the personal branding costs. Each network has its own specifications for image sizes and text length, so that a contribution always has to be adapted to the network first.

The design

The colors, logos, fonts and stylistic features used are determined in the design. The focus is on the visual recognition value and the feelings conveyed with it. The more elaborate the design, the more time it takes to create graphics that you can post on LinkedIn, XING and Co.


Videos work particularly well. In many networks, including LinkedIn, these are played automatically as soon as a user scrolls over them - this creates additional attention. However, videos are also time-consuming to create and influence the costs of personal branding.

The text creation

It makes sense to adapt the writing style depending on the industry and the desired effect. Tonality, length, addressing the addressees - these are all things that have to be taken into account depending on the network. But one thing is clear: Writing a good article is time-consuming. The quality of the texts you receive is therefore largely responsible for the prices for personal branding.

Design it yourself, agency or tool - the cost differences

How to approach personal branding is actually pretty straightforward - given the dramatic cost differences. Ultimately, you have three options

  1. Do everything yourself: Inexpensive, but far too expensive
  2. Hire an agency: Overpriced with prices between € 20,000 and € 200,000 per year
  3. Use a tool: cheap, simple and efficient

Let's look at the three options in detail to explain which one offers the best value for money.

Do personal branding yourself - from 0.00 €

Personal branding is of course best if you do everything yourself. That means: write your own texts, create your own pictures, create your own videos. Customize for the different social media. And then post it regularly.

But that is also very time-consuming - and not that easy at all. Not everyone is a gifted writer, designer, and video producer rolled into one. And for companies, it is even more time-consuming - because they would have to hire new employees, which quickly adds up to several thousand euros per year.

Doing it yourself is therefore not an option for most of them. Because yes - social media marketing and personal branding are incredibly effective. But you still can't invest all of your working time in marketing.

Hire an agency - from € 20,000

In addition to the service of writing social media posts for personal branding, agencies also always sell a whole basket of other services that have to be booked: strategy consulting, workshops, personal contacts, and and and.

In sum, the customer usually receives a lot of “trimmings” - but very little that is specific. For a strong personal brand, you need one thing above all: good posts at regular intervals. Agencies can do that too, but if they have to pay several huntert euros per post, the whole thing is not worth it.

Use tools - from 700 €

Social media marketing tools and personal branding tools are often much cheaper than large agencies - but they provide you with exactly what you need. With Winstate, for example, you receive high-quality and high-reach social media posts for building a personal brand every day or week.

Such services often use a mix of automation and experts who focus on exactly what is really important: composing good texts, pictures and videos.

Conclusion: costs for personal branding

Personal branding is one of the most effective marketing measures out there. No question. How much money you want to spend on it depends on your preferences. Doing everything yourself is cheap, but incredibly time-consuming. Agencies are expensive, but they also deliver additional services. Tools focus on the core - texts, images and videos for social media.

Tools and services like Winstate are therefore best suited for small and medium-sized companies. Large companies that want extensive strategy workshops and have a well-filled wallet are more likely to move in the direction of the agencies.