The era of the "Influencer" is fading. The era of the "Creator" is evolving. We are entering the era of the Owner.
For the last decade, building a personal brand meant gaining followers on Instagram, Twitter, or TikTok. But we've all seen the cracks in that strategy. Algorithms change. Accounts get banned. Platforms die (RIP Vine).
In 2025, a personal brand isn't about reach; it's about resonance and reliability.
The "Rent vs. Buy" Debate
When you post on LinkedIn, you are renting space. You are a tenant farmer. You do all the work, and LinkedIn keeps the crop (your data and your audience).
When you post on your own domain (like yourname.com or name.jottings.me), you are the owner.
- Rent: High traffic, low control, zero equity.
- Own: Lower initial traffic, total control, 100% equity.
The "Digital Garden" Approach
Your personal site shouldn't just be a resume. It should be a "digital garden."
A resume is static; it says "Here is what I did." A digital garden is living; it says "Here is what I am thinking."
Jottings is built for gardening. You plant seeds (short jots). Some grow into trees (longer essays). Some wither (and that's okay). The point is that you are tending to your own plot of land.
Why Microblogging Matters for Branding
Writing 2,000-word thought leadership pieces is hard. Most people burn out.
Microblogging is sustainable.
- Share a link to an article you read.
- Share a quick lesson from a meeting.
- Share a photo of a project you're working on.
These small touchpoints build a higher-resolution picture of who you are than a polished, quarterly newsletter ever could.
The Strategy
- Own your home: Set up your Jottings site.
- Syndicate elsewhere: Post on your site first, then cross-post to X/LinkedIn/Threads.
- Collect emails: (Coming soon to Jottings!)
- Be consistent: The only metric that matters is showing up.
Don't build a following. Build a body of work.