Screw "Average": Why Your Personality is Your Best Marketing Tool

This photo popped up in my memories this week - a coworker posted it on their IG story back in 2019 when I was working at Mutesix.

Looking back, it's pretty cringe. The "F*CK AVERAGE" mug, the whole vibe - definitely peak "try-hard" energy from my Gary Vee hustling era.

But here's the thing: it worked.

Back then, I had a reputation at the agency: "There's nothing that guy won't do to make his clients successful."

I leaned into that reputation hard - buying this ridiculous mug, drinking coffee out of it at my desk, making it part of my personality.

Was it over the top? Absolutely. But as a junior Facebook campaign manager starting from scratch with nothing to prove myself, that "try-hard" energy did exactly what it was supposed to do.

It made me memorable.

Last week, I was listening to Steve Varsano, founder of The Jet Business, talk about personal branding on a podcast. He said something that made me think about this old photo:

"Building your personal brand is more important than the brand of the company you work for."

That cringe mug taught me something crucial about personal branding that most freelancers tend to forget:

Everybody is “branded” by others, whether they like it or not.

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The Personal Brand Reality Check

Steve's insight hit different: Everyone IS a brand whether they realize it or not. When you graduate, change careers, or go freelance, you have to recreate your personal brand from scratch.

The key question: "What do you want people to say about you when they hear your name in a conversation?"

Most freelancers never ask this question. They focus on skills, portfolios, and being "professional" in the most generic sense possible.

That's exactly backwards.

Everyone IS a brand whether they realize it or not.

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Why This Matters Even More for Freelancers

If you're freelancing at an agency, Steve's advice applies even more. You're building your reputation within a system where everyone has similar skills. Your personal brand is what gets you the best projects, the biggest budgets, and the client relationships that follow you.

If you're full-time freelancing, it's even more critical. Brands won't remember your "agency name" - they'll remember YOU. There's no corporate logo to hide behind, no company reputation to lean on.

You ARE the brand.

(And for those of you still stuck working a 9-5, check out why freelancing is actually safer than a 9-5 in 2025)

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The "F*ck Average" Principle

Trying to be "professional" like everyone else is the fastest way to be forgettable.

Average is invisible. Average doesn't get referred. Average doesn't get remembered when budgets open up.

My mug was ridiculous, but it sparked conversations. People remembered "the guy with the F*ck Average mug who stays late to fix campaigns." That reputation led to bigger clients, better projects, and eventually the confidence to go freelance.

It's better to be memorably authentic than forgettably professional.

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The Three Pillars of Anti-Average Personal Branding

1. Reliability (Steve's Golden Rule)

"Do what you say you'll do, deliver when you say you'll deliver." This isn't negotiable. Your personality can be quirky, but your work ethic must be bulletproof.

2. Authenticity

You can't fake energy or genuineness for long. People sense when you're performing versus when you're being real. My mug worked because it genuinely reflected my "whatever it takes" attitude.

3. Distinctiveness

What makes you different from every other freelancer with similar skills? It might be your communication style, your process, your personality, or your perspective. Find it and own it.

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How to Build Your Anti-Average Brand

Step 1: Identify what you're already known for
What do colleagues or clients already say about you? Lean into those authentic traits.

Step 2: Find your "mug moment"
What's one small way you can authentically express your personality in your work? It doesn't have to be dramatic.

Step 3: Be consistent
Your personal brand should show up in every email, every call, every deliverable. Consistency builds recognition.

Step 4: Don't apologize for your personality
If you're naturally direct, be direct. If you're naturally enthusiastic, be enthusiastic. The right clients will appreciate authenticity.

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Your Personal Brand Audit

Ask yourself:

• What would your last 5 clients say about working with you (beyond "good work")?
• What's your memorable trait that people talk about?
• Are you hiding your personality or showcasing it?
• When people refer you, what do they say about you as a person?

If you can't answer these clearly, you don't have a personal brand - you have a resume.

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Your Action Step

This week, identify one way you're being "average" in your client interactions. Maybe you're sending generic emails, having boring discovery calls, or delivering work without personality.

Then find one authentic way to stand out.

Remember, this is all part of those micro-moments that make freelancing worth it - being able to show up as yourself, not as a corporate drone.

See you next week (for another “not average, not AI” blog post!!)

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