I’ve been seeing a lot of talk about this “unbranding” concept lately. Let’s get something clear: building a personal brand should feel authentic. It’s not about choosing between being completely polished or totally unpolished with visual imagery—it’s about mixing the two.
Your personal brand is an extension of you, and just like you, it has multiple layers. Some days, you’re polished and professional, ready to take on the world. Other days, you’re unfiltered and in the moment, showing the behind-the-scenes reality of your work and life. Both sides are valuable, and together, they create a personal brand that is both relatable and inspiring.
Let’s break down why your brand doesn’t need to be all-or-nothing, and how to find the balance that works for you.
Polished for Your Website, Relatable for Social Media
As a brand photographer who helps business owners create authentic brand photos, I always tell my clients: your website should look 100% authentic to who you are—but in a polished way that speaks directly to your clients. Your website should highlight your value, helping people understand that what you offer isn’t cheap or thrown together.
Think about it: if your website is full of blurry iPhone photos, it’s likely to attract lower-caliber clients. On the other hand, high-end, professional photos convey your worth and attract clients who value what you do.
However, social media is a different game. Your Instagram photos or videos don’t need to be perfectly polished all the time. That’s why on my own social media, I embrace the idea of a “perfectly imperfect” brand with polished imagery and snapshots from my iPhone. It’s not realistic to maintain a flawless feed, and honestly, it’s exhausting to try.
The Problem with 100% Raw
Raw, unpolished content is relatable and real. It allows people to see the human behind the brand, which can create a strong sense of connection.
However, when a personal brand leans entirely into raw content, it can send the wrong message—especially if you’re trying to attract premium clients. For example, if your website is filled with blurry iPhone photos and inconsistent branding, it may make potential clients question your professionalism or the value you provide.
While raw content is great for showing your personality, it’s important to balance it with polished content that demonstrates your expertise and attention to detail.
The Problem with 100% Curated
On the flip side, a fully curated personal brand can feel unattainable. Perfectly styled photos, flawless captions, and highly polished visuals might inspire your audience—but they can also create a disconnect.
When everything looks perfect all the time, it can make you seem unapproachable or overly idealized. Your audience may wonder if they’re seeing the “real” you.
While polished content is crucial for building trust and showcasing your professionalism, sprinkling in raw, behind-the-scenes moments can make you more relatable and human.
Think About Your Audience
Your target audience matters. If your ideal clients value authentic, raw images that feel approachable and unretouched, lean into that on your social platforms. But if they gravitate toward beautifully styled, curated imagery, you’ll want to reflect that in your content.
Here’s the thing: shaming people for showing up polished is unnecessary. You’ll never see a major brand like Nike or Zara shooting entirely with an iPhone, but you will see them incorporating real-life content. They use influencers, street-style photography, and candid moments to complement their polished campaigns. There’s a balance—and it works.
The Key to a Balanced Personal Brand
The magic happens when you mix the two: polished content that builds trust and raw content that builds connection.
Here’s how to find that balance:
1. Polished Content for Your Website
Your website is often the first impression potential clients have of your brand, so this is where polished content should shine.
- Invest in professional photos that reflect your personality and expertise.
- Use intentional branding that aligns with the value you deliver.
- Ensure the design and copy are clean, consistent, and client-focused.
A polished website sets the tone for the quality and professionalism clients can expect when working with you.
2. The Blend for Your Social Media
Social media is where you can let your guard down a little. It’s the perfect place to mix polished and raw content:
- Share professional photos or curated images to inspire your audience.
- Post iPhone snapshots, behind-the-scenes videos, or day-in-the-life moments to build connection.
- Alternate between the two to keep your feed visually engaging while showcasing different sides of your personality.
Preparation Is Key
Balancing polished and raw content doesn’t mean you have to create everything in real-time. One of the best ways to stay consistent is to keep a folder of go-to images and content ready to use.
Here’s why it helps:
- On busy days, you don’t have to scramble to create new content.
- You can stay consistent with your posting, even when life gets hectic.
- Your content will feel thoughtful and aligned with your brand, even when it’s raw and unpolished.
Having a mix of curated and candid photos in your content folder ensures you’re always prepared to market your business without feeling overwhelmed.
Authenticity Isn’t an Extreme
Authenticity is about being true to yourself, and that means showing all sides of your brand. Some days, you’ll be dressed up and ready for a photoshoot. Other days, you’ll be in your sweatpants sharing a quick behind-the-scenes snap. Both are valid, and both have a place in your personal brand.
Your audience doesn’t want perfection—they want connection. And the best way to create that is by being intentional about how you show up. Let your polished content inspire trust, and let your raw content build relatability.
So, the next time you’re wondering whether to post something polished or raw, ask yourself: Why not both? You can see how I am mixing these two on my Instagram HERE.
Final Thoughts
Your personal brand doesn’t have to always look unpolished. I think the recent push to “stop showing up perfectly” comes from people feeling that perfection can sometimes feel fake. But I don’t think that’s true. A polished version of yourself isn’t fake—it’s still you. It’s the version of you that you’ve intentionally crafted for your brand. You’re the one in charge of building your personal brand, so it should feel true to you.
That said, I agree that not everything needs to be polished all the time, especially on platforms like Instagram or LinkedIn. The key to an authentic personal brand is variety—showing up in different ways and embracing both sides of yourself, not just the perfect, curated version every single time.
Learning to take your own photos with your iPhone can add a sense of realness to your content, but it doesn’t mean you should abandon polished imagery entirely. Use those casual photos to complement the curated ones, and create a brand that feels authentic to you and tailored to your audience.
Because at the end of the day, the most authentic personal brands are the ones that embrace balance.
Want to learn how to take your own photos for social media? Then check out my self-paced course SNAPPED FOR SOCIAL where I teach you how to take photos for your social media that feels authentically you.
Or if you’re in Stockholm and you want to book a brand shoot with Jessica Hanlon you can get in touch HERE
