The Cult of Personality: My Journey as a Content Creator
When I first started blogging, I was just thrilled that people enjoyed reading what I wrote.
At the time, my blog was more of a portfolio- an online museum of my previously published articles, a showcase of my writing prowess for potential gigs. And that was enough, for a while.
Then came the realization: people always wanted fresh content, I had to keep creating. My radio show opened up more doors- more events to attend, and more things to write about. While most people were satisfied with just the radio exposure, I saw the opportunity to build my audience beyond the airwaves. Press releases started flooding in, and I figured, why not share them? It was easy, it attracted readers, and it grew my following.
But soon, a pattern emerged. Publicists knew my name, brands recognized my platform, and yet- nobody knew me. I was a faceless entity. No one had any clue who JoziStyle was. No photos, no personal branding- just a name and a reputation for quick turnaround time.
Branding Beyond the Basics
This was my lightbulb moment: personal branding wasn’t just about logos, fonts, or colour schemes. It was about defining what made me unique in a sea of bloggers and content creators.
I realized people don’t just want content; they want personality. They want a voice that stands out, an opinion that’s memorable, and a brand that isn’t just another carbon copy of the influencer next door. So, I leaned in. Hard.
I decided that JoziStyle wasn’t going to be mass-market. No dog shows, no flower expos, no generic “mommy blogger” content. My audience had disposable income. They liked fine dining, luxury travel, and exclusive events.
Then, a publicist gave me game-changing advice: “Ditch the logo, use your face.”
I made that leap and the reaction was wild. It turned out that people don’t want to talk to a brand; they want to talk to a person. And that simple shift catapulted my engagement to a whole new level.
Finding My Voice
I was still finding my style when I accidentally stumbled upon what would become my signature tone. One day, on air, I made a pointed comment about a travel destination I had never visited but everyone raved about. The switchboard lit up. Listeners were in disbelief. “Did he really just say that?!” Even my station manager called to check.
I braced myself for the fallout. Instead? People loved it. They wanted me to be more outspoken. The station manager even encouraged me to embrace that voice because I had something rare- an ability to deliver a biting critique that was both entertaining and insightful.
Thus, JoziStyle became the “Fashion Police for Foodies.” My brand of humour was sharp but I knew where to draw the line- I’d never tear into something that would actually hurt a business, but I had no qualms about calling out underwhelming decor, absurd menu choices, or ill-advised branding. The phrase “The only thing worse than being mentioned by JoziStyle is not being mentioned by JoziStyle” became a catchphrase.
The Art of Being Discerning
I was never after a mass following. I built a niche audience- discerning, upmarket, and aspirational. Brands often chase influencers with huge followings, but anyone can buy fake followers. What you can’t buy is authenticity and credibility. And discernment. Clearly.
I became known for being selective about where I went and what I covered. If an event was dull, people would say, “JoziStyle would never be caught dead here.” If a restaurant was exclusive, people whispered, “It’s not a real event unless JoziStyle is here.” I leaned into that perception, crafting a persona of exclusivity. It wasn’t just about where I went, but where I didn’t go.
Curating the Mythology of JoziStyle
Let’s be real: not everything I did was something I would have chosen or afforded if left to my own devices. But I created an image- a lifestyle brand that exuded luxury, exclusivity, and effortless cool. And that’s what people bought into.
It’s not about being fake; it’s about crafting a heightened version of yourself. Polishing, exaggerating, curating. People want to aspire to something. And sometimes that means saying no to things- even things you secretly want- because they don’t fit your brand.
If I was positioning myself as a luxury expert, I couldn’t be seen eating a greasy fast-food burger in a parking lot, no matter how good it tasted. If I was reviewing a high-end hotel, I’d make sure I was in the luxury suite- not the standard room. Even bringing my husband to events became part of my brand story. “JoziStyle doesn’t just attend events- he attends them in style, with his partner by his side.”
The Behind-the-Scenes Strategy
One of the best things I ever did? Showing the work that goes into content creation. People think influencers just get freebies and post pretty pictures. But by pulling back the curtain, I demonstrated how much effort goes into networking, content production, and branding.
This had a twofold effect:
Audiences gained respect- they saw the grind, not just the glam.
Brands saw value- they realized I wasn’t a pushover; I was a marketing machine.
Every Move Must Open Three Doors
I live by this rule: every opportunity should lead to at least three more. A media launch isn’t just about the free food- it’s about:
- Meeting potential sponsors
- Networking with other media
- Creating leverage for bigger events
Everything I did was a stepping stone. That’s how I built a blogging career and my JoziStyle brand- not just by attending events, but by making strategic choices that snowballed into more opportunities.
Final Thoughts: Build a Brand That Sticks
At the end of the day, people will talk about you. The key is making sure what they say aligns with your brand. Whether they love you or love to hate you- if they’re talking, you’re winning. Because the only thing worse than being talked about? Not being talked about at all.
So, to all content creators out there: don’t be the generic, be the disease and the cure!
