16 July 2026Founder + Motherhood
The Next Chapter
On motherhood, closing Chubbiverse, and building one thing that helps many people build their own.
Hi, I'm String.
I write letters about marketing, memes, and building things that matter. Sometimes there's fried chicken involved.
I'm the founder of The Trusted Voice and the creator of The Personal Brand Compass. This is my corner of the internet.
A mini manifesto
The Personal Brand Compass
Most personal branding advice isn't wrong. It's written for someone playing a different game.
Every personal brand grows something. The only question that matters is whether it's growing the thing you want.
There are four directions a brand can grow.
- AuthorityGrow trust. Become the name people quote.
- CreatorGrow an audience. Become the name people share.
- RainmakerGrow revenue. Become the name people hire.
- ProfessionalGrow a career. Become the name people choose.
Same umbrella. Different direction. Different scoreboard.
Three of the four secretly envy the Creator, because the Creator's playbook is the loudest one online. So they chase reach they never needed. That's the whole mistake. Copying someone whose scoreboard was never yours.
The biggest mistake isn't building a bad personal brand. It's spending years becoming known for something you never wanted.
What is your brand actually trying to grow?
Pick the direction first. The strategy falls out of it.