Most creatives avoid building a personal brand because it feels like chasing clout. But in this conversation, Chris Do and Matt Essam flip the script: personal branding isn’t about being famous—it’s about being findable, credible, and trusted at scale.

You’ll learn why “attention without influence” is meaningless, how the Know–Like–Trust framework still rules, and why your reputation is the most powerful marketing asset you’ll ever own. Chris and Matt break down the grind behind visibility—from networking events to LinkedIn strategy—and how to borrow credibility the right way.

Timestamps:

(00:00) – Intro

(03:41) – Pre-social networking tactics explained.

(04:54) – LinkedIn replaces networking events.

(07:22) – Social proof builds reputation.

(09:00) – Attention without influence is useless.

(11:24) – Know Like Trust framework.

(12:35) – Be findable, get discovered.

(18:46) – Personal brand force multiplier.

(20:14) – Spotlight your real substance.

(33:55) – Branding compels, marketing repels.

(37:14) – Old-school grind before brand.

(38:34) – Privilege, purpose, greater impact.

(41:59) – Great content makes them ask.

(50:48) – Format, subject, delivery triad.

(52:03) – Personal brand beyond fame.

(53:23) – Homework: define core subjects.

Check out today's guest, Matt Essam:

Instagram: ⁠⁠⁠⁠⁠https://www.instagram.com/matt_essam/?hl=en

LinkedIn:⁠⁠⁠ https://uk.linkedin.com/in/mattessam

Website: https://www.mattessam.co.uk/

Check out The Futur:

Website: https://www.thefutur.com/

Courses: ⁠⁠⁠https://www.thefutur.com/shop⁠⁠⁠

Linkedin: ⁠⁠⁠https://www.linkedin.com/company/the-futur/⁠⁠⁠

Podcasts: ⁠⁠⁠https://thefutur.com/podcast⁠⁠⁠

Instagram: ⁠⁠⁠https://www.instagram.com/thefuturishere/⁠⁠⁠

Facebook: ⁠⁠⁠https://www.facebook.com/theFuturisHere/⁠⁠⁠

Twitter: ⁠⁠⁠https://x.com/thefuturishere⁠⁠⁠

TikTok: ⁠⁠⁠https://www.tiktok.com/@thefuturishere⁠⁠⁠

Youtube:⁠⁠⁠https://www.youtube.com/thefuturishere⁠⁠⁠

Check out Chris Do:

Website: ⁠⁠⁠https://zaap.bio/thechrisdo⁠⁠⁠

LinkedIn:⁠⁠⁠https://www.linkedin.com/in/thechrisdo/⁠⁠⁠

Facebook:⁠⁠⁠https://www.facebook.com/BizOfDesign⁠⁠⁠

Instagram:⁠⁠⁠https://www.instagram.com/thechrisdo/⁠⁠⁠

Twitter:⁠⁠⁠https://x.com/thechrisdo⁠⁠⁠

TikTok:⁠⁠⁠https://www.tiktok.com/@thechrisdo⁠⁠⁠

Threads:⁠⁠⁠https://www.threads.net/@thechrisdo⁠⁠⁠

Zaap: ⁠⁠⁠https://zaap.bio/thechrisdo⁠⁠⁠

Clubhouse:⁠⁠⁠https://www.clubhouse.com/@thechrisdo⁠⁠⁠

Behance: ⁠⁠https://www.behance.net/chrisdo⁠

Learn more about your ad choices. Visit megaphone.fm/adchoices