5 Ways to Build a Personal Brand Gen Z Can’t Ignore

Authenticity, Humor, and Purpose: The Blueprint to Connecting with Gen Z

Emin Emini
Better Marketing
Published in
6 min readJan 7, 2025

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A team of four people are in a cozy office with a huge white bookshelf. Three of them are laughing and looking at the screen of a laptop.
Photo by Priscilla Du Preez on Unsplash

Gen Z is rewriting the rules of personal branding. If you want to resonate with this savvy and discerning generation, forget perfection — embrace authenticity, humor, and purpose. But with the right strategies, you can create a brand they’ll love to follow. Here’s how.

1. Be Authentically You (Not Perfectly Polished)

If there’s one thing Gen Z can’t stand, it’s a fake. Having grown up in an era of social media filters and Photoshopped perfection, this generation has developed a near-supernatural ability to sniff out inauthenticity. To them, overly polished personas are about as believable as a Hollywood action movie. Gen Z doesn’t want to connect with an idealized version of you — they want the real you, flaws and all.

Why It Matters: Authenticity builds trust, and trust builds loyalty. When you show up as your unfiltered self, Gen Z feels like they can relate to you. And when they can relate, they’re more likely to engage with your content and stick around.

How to Be Authentically You:

• Share those cringe-worthy stories of failure that taught you valuable lessons. (Bonus: Self-deprecating humor always lands well!)

• Post candid moments — whether it’s a messy workspace or a “bad hair day” selfie. These moments humanize you.

• Ditch the overly corporate tone. Write like you’d talk to a friend, not like you’re delivering a TED Talk.

2. Embrace Video and Short-Form Content

Gen Z loves video — platforms like TikTok, Reels, and YouTube Shorts are their go-to for quick, engaging content. Their engagement with digital media is extensive, with a 2023 Statista survey revealing that American Gen Z consumers use an average of over six video streaming services to access TV shows and movies. This highlights the importance of maintaining a robust presence across multiple platforms to effectively reach this audience. However, capturing their attention is no easy feat — you have mere seconds to make an impression. If you can deliver your message in 15 seconds or less, you’ll keep them watching.

Why It Matters: Video isn’t just engaging; it’s immersive. It allows you to show your personality, creativity, and relatability all at once. Plus, platforms like TikTok have algorithms that can skyrocket your visibility if you create content that resonates.

Tips for Engaging Video Content:

• Start with a hook that makes them stop scrolling. (“Here’s why your LinkedIn profile is boring — and how to fix it in 3 steps.”)

• Use humor or storytelling to keep them watching until the end.

• Don’t stress about being perfect — Gen Z loves a little chaos. If your dog barks in the background or you trip over your words, it’s all part of the charm.

3. Align with Purpose-Driven Values

Gen Z isn’t just looking for content; they’re looking for meaning. They’re a generation that cares deeply about societal issues, whether it’s climate change, mental health, or social justice. They’re not just asking, “What do you do?” but also, “What do you stand for?” If your personal brand aligns with their values, you’re already halfway to winning their hearts.

Why It Matters: Aligning with purpose-driven values sets you apart. It shows that you’re not just another content creator trying to chase clout — you’re someone who stands for something bigger.

Ways to Showcase Your Values:

• Speak openly about causes you’re passionate about and how you’re contributing to them.

• Share stories of how those values shape your daily life or decisions.

• Collaborate with organizations or initiatives that reflect your mission.

Pro Tip: Just make sure your values are genuine. Nothing screams “trying too hard” like a forced statement on sustainability while sipping from a single-use plastic cup.

4. Build an Interactive and Inclusive Community

Gen Z craves connection. They don’t want to be passive followers — they want to feel like part of your journey. Creators who engage directly with their audience build lasting loyalty. Studies show that 76% of Gen Z consumers feel more connected to brands that engage them directly on social media. This highlights the importance of fostering two-way communication and creating an inclusive space where everyone feels valued and heard.

If your brand feels like an exclusive club where followers are merely spectators, you risk losing their interest. On the other hand, creating a welcoming and interactive environment keeps them coming back for more.

Why It Matters: Engagement is the lifeblood of social media. When followers feel like they’re part of your journey, they’re more likely to share your content, support your efforts, and even advocate for your brand.

How to Build a Thriving Community:

• Host live Q&A sessions to answer their burning questions.

• Use interactive tools like Instagram polls, quizzes, and challenges to keep them involved.

• Shine the spotlight on your audience by sharing their stories, comments, or user-generated content.

Pro Tip: If you can make them laugh while doing this, you’ve hit the jackpot. Gen Z loves humor almost as much as they love inclusivity.

Example: Take Nike’s social media strategy. By creating interactive challenges like #YouCan’tStopUs and sharing stories of athletes from diverse backgrounds, Nike engages directly with their audience, making them feel part of a global community. This approach not only builds brand loyalty but also aligns with Gen Z’s values of inclusivity and collaboration.

5. Be Everywhere Gen Z Is

It’s no secret that Gen Z doesn’t hang out on Facebook. (That’s for Boomers and their minions, Millennials.) If you want to reach this generation, you need to meet them where they are — and that means embracing platforms like TikTok, Instagram, Snapchat, and even Discord. Each platform has its quirks, so knowing how to use them effectively is key.

Why It Matters: Being present on the right platforms ensures you’re visible to your target audience. But it’s not just about showing up — it’s about showing up in the right way for each platform.

Tips for Platform Domination:

• TikTok: Keep it fast, fun, and fresh. Participate in trends, but make them your own.

• Instagram: Use Stories and Reels for daily engagement, and Carousels for in-depth insights.

• Discord: Create a server for niche discussions or exclusive content.

6. Tell a Relatable Story

Storytelling is the oldest form of human communication, and it’s just as relevant today — especially with Gen Z. They don’t want to follow a faceless brand or a robotic persona. They want to hear your journey, your struggles, and your triumphs. In short, they want to know who you are beyond the curated posts.

Why It Matters: A good story creates an emotional connection, and emotional connections are what drive loyalty. When you share your experiences, your audience feels invested in your journey.

Elements of a Great Story:

• Be honest and vulnerable. Talk about the challenges you’ve faced and the lessons you’ve learned.

• Focus on your “why.” Why do you do what you do? What drives you?

• End with a takeaway or actionable insight that your audience can apply.

7. Use Humor and Trends Thoughtfully

Humor is one of the fastest ways to build a connection with Gen Z, but it has to be authentic. Forced jokes or trying too hard to keep up with trends can backfire. Instead, lean into humor that feels natural to your personality and aligns with your brand.

Why It Matters: Gen Z loves to laugh, and a well-timed joke or clever take can make your content unforgettable. But humor also humanizes you, making your brand more approachable.

Pro Tip: If you’re not naturally funny, don’t force it. Instead, focus on being relatable. Sometimes, honesty about not understanding a trend can be funny in itself.

8. Stay Consistent and Adaptable

Consistency is the secret ingredient that turns casual followers into loyal fans. But in a fast-paced digital world, adaptability is just as important. Trends, algorithms, and platforms are constantly evolving, and your brand needs to evolve with them.

Why It Matters: Consistency builds trust, while adaptability keeps you relevant. By striking the right balance, you can create a brand that stands the test of time.

How to Stay Ahead:

• Create a content schedule and stick to it.

• Use analytics to understand what works and refine your strategy.

• Stay updated on industry trends and emerging platforms.

Conclusion: The Gen Z Personal Branding Blueprint

Now’s the time to rethink your personal branding strategy. Start small — share an unfiltered story, try a TikTok trend, or host a live Q&A. These simple steps could be the beginning of a Gen Z audience that not only follows but champions your brand.

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Better Marketing
Better Marketing

Published in Better Marketing

A publication by and for marketers. We publish marketing inspiration, case studies, career advice, tutorials, industry news, and more.

Emin Emini
Emin Emini

Written by Emin Emini

Skilled Software Engineer & Team Lead with 12+ years in industry. Passionate about tech (AI, ML, Apple), outdoor adventures, and continuous self-growth.

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