My Life is Not an Instagram Strategy

Over the past year, a nagging thought has been poking away at me: should I be building a personal brand to support the business? Should I be sharing more of my life? Non-Fabled Thread bits? After all, that’s what everyone says you should do these days. They say people "connect with the person behind the brand." Share your life, your thoughts, your day-to-day, so you’re not just flogging products — you’re selling a lifestyle.

And, to be fair, the brands I feel most connected to do exactly this. I often engage more with the founder’s account than the business one. It seemed like a no-brainer. Especially in a year of house moves, interior redesigns, trips away… content galore!

It was all sitting there, ripe for the sharing.

But three months into my personal brand experiment, I’m not just bad at it — I actively don’t want to do it. I don’t want to live my life constantly thinking, “Could this be content?” It feels invasive. It feels false. And it feels like it would fundamentally change how I experience my own life — nudging everything slightly towards performance.

So, I wanted to write to you about why, on paper, it made marketing sense, how I thought it might go, and the reality of how it actually feels.