Hi Reader,

I’m Justin and I write Brand Credential—a platform where I share insights on personal branding and marketing from my 12+ years in the industry, including leading marketing teams at startups and now a 5,000+ person tech company.

This week, I’m sharing three ways to make your brand stand out as AI-generated content becomes the norm across social media and the internet.

🔍 This Week’s Insight: Stand Out by Being More Human

AI is lowering the barrier to content creation faster than ever. From text-to-video tools like Sora and Runway to writing tools like ChatGPT and Claude, it’s easier than ever to create decent content at scale.

But that’s exactly the problem.

When polished content becomes the baseline, looking professional is no longer a differentiator.

So what is?

Here are three ways to build a defensible, standout brand in the age of AI:

1. Share unique insights and original data

Your perspective, your experiences, and your owned data are things AI can’t replicate. Share results from your own experiments, internal metrics, or career lessons. Be the source.

Unique insights in action: Christina Le's Substack "TheseChapters" is one of my favorite recent examples of unique insights. She shares real, build-in-public-style lessons as she navigates being a first-time Head of Marketing. Her takes standout because they are equal parts honest and tangible.

2. Express a distinct style

Visual identity, writing tone, video setup, even recurring lifestyle elements (like a pet cameo or signature look)—these all become part of your brand language. Familiarity builds recognition.

Distinct style in action: Sarah Suzuki Harvard's LinkedIn carousel series is a great example of distinct style. She uses a signature visual identity and a refreshing, witty tone as she shares relatable takes on work life.

3. Do the "human" things that don’t scale

Reply to DMs. Send a voice note. Host small workshops. Share real moments. As more things get automated, real human connection stands out.

Human touch in action: Justin Welsh launched a new Substack community where he connects directly with his followers. Seeing how he's brought his community to a space where DM-style interactions can happen feels accessible and real.

I break each of these down further in this week’s article—along with more examples, actionable steps, and takeaways from creators and marketers who are doing this exceptionally well right now.

👉 Read the full article on my website and Substack.

That’s it for this week! As always, thank you so much for reading.

Talk soon,

Justin

More Ways I Can Help

If you’d like more personal branding and marketing tips in the meantime, here are more ways I can help:

• Explore more articles on my website Brand Credential​
• Check out my latest Medium writing​
• Get my free LinkedIn Personal Branding Checklist​
• My book: The Personal Brand Blueprint