There's a fitness coach on Instagram named Dan Go. He has over a million followers.
I remember one thing about him.
He talks about walking.
Walking is one of the best things you can do to cut fat. Walking is one of the best things you can do for your mental health. He says it again and again, in a hundred different ways.
I work in marketing. Ask me what Dan believes, and I can tell you.
That's a point of view.
What a Point of View Is
When people hear "personal brand," they think of a logo. A color palette. A nice headshot. A bio that sounds polished.
Those things help people recognize you. Getting remembered takes something else.
A point of view is a lens. It's the way you look at every question in your field. Every post, every email, every answer on a call goes through that same lens.
One hot take is an opinion. A point of view is that take, used again and again, until people can guess what you'll say before you say it.
For example, picture a coach whose lens is walking. Ask about fat loss, and the answer starts with walking. Ask about stress, same thing. Ask what to do on a busy day, and you'll hear, "Go for a ten-minute walk."
Different questions. One lens.
That's when people start to remember you.
My Sister's Lens: No Pain
My sister Narine is a strength and rehab coach. Her lens is simple.
No pain.
If you feel pain while you're doing an exercise, you regress. You go back to an easier version. You don't push through it.
That one idea shows up in everything she posts. Knee rehab. Back pain. Strength work. The topic changes. The lens stays the same.
Her rule doesn't bend. Never push through pain. If something hurts, that's information. It tells you to go back a step.
That lens came from her own story. She spent eight months working her way out of knee pain. What fixed it was building her strength back a little at a time.
If you follow her for a week, you know what she believes. If you follow her for a month, you could explain it to a friend.
What She Stands Against
A point of view has two sides. What you stand for, and what you stand against.
Narine stands against bodybuilding. She stands against hectic workouts that push the body in ways that are unnecessary and unnatural. In her eyes, those things lead to injury.
She says that out loud.
That's the part most people skip. They share what they're for and say nothing about what they're against. It feels safer.
But "against" is where people pay attention. When you name what you don't agree with, the right people lean in. They've been waiting for someone to say it.
Why It Beats Colors and Fonts
Colors and fonts help people recognize you. Your point of view is what makes them remember you.
Think about Dan. Ask me about his brand, and the first thing I'll say is walking.
Your voice and your beliefs are what stick. They're what get you remembered when someone asks, "Do you know anyone who can help with this?"
Your point of view answers that question for them.
Say It Again (and Again)
A lot of people worry about repeating themselves. They think, "I posted about that last week. People will get bored."
But most people see a small slice of what you post. The ones who see all of it are your biggest fans, and they like hearing it.
Dan has talked about walking over and over. That's the reason I remember him.
Repeating your point of view is how it sticks. Say the same thing in new ways. Use a new story, a new client question, a new example. Keep the lens the same.
Yes, Some People Won't Like It
This is where it gets uncomfortable.
When you take a stand, some people will disagree. Some might feel offended. A bodybuilder might not love what Narine has to say about bodybuilding.
That's okay.
If nobody disagrees with you, you may not have said much. Standing for something means some people will stand against you.
The people who agree with you will trust you more for it. Those are the people who become clients.
Be kind about it. Skip the fights. Be clear about what you believe, and be okay with the fact that not everyone will share it.
It Makes Your Content Easier Too
A point of view makes writing easier.
When you have a lens, you never start from zero. Every question a client asks is a new post. Every trend in your field is something to react to. You look at it through your lens and say what you see.
Instead of staring at a blank page, you ask yourself one question: "What does my lens say about this?"
That question is a lot easier to answer.
How to Find Yours
Start with three questions.
What do I tell every single client? The advice you give on call after call. That's a clue.
What do I see in my field that makes me cringe? The trend, the shortcut, the advice you wish people would stop giving. That's the "against" side.
What would I defend if it cost me a few followers? That's the core of it.
Write your answers down. Look for one idea that ties them together.
Try This Week
Pick one belief from your list. Write one post about it. Say what you stand for and what you stand against.
Then write another one next week. Same lens, new topic.
Do that for a month, and people will start to know what you believe.
Keep a list of the beliefs you come back to. Add to it every time a client question sparks something. That list becomes your content plan.
If you'd like help finding your point of view and turning it into content that sounds like you, that's what I do in strategy work. Book a call here.
Frequently Asked Questions
What is a point of view in marketing? It's the lens you bring to every topic in your field. It's a belief you come back to again and again, so people know what you stand for.
Is a point of view the same as a personal brand? A personal brand covers everything people see, like your photos, colors, and bio. Your point of view is the belief underneath all of it. It's the part people remember.
Do I need to be against something? It helps. Naming what you disagree with makes your stand clearer. You can do it with respect. You don't need to attack anyone.
What if people disagree with me? Some will, and that's part of it. The people who agree with you will trust you more because you were willing to say it.
How do I find my point of view? Look at the advice you give every client, the things in your field you can't stand, and the beliefs you would defend. The idea that ties them together is your point of view.
If you want the fuller version of why sounding like yourself matters more than sounding impressive, I wrote about that in Marketing Without Performing.
Want to go deeper into this idea?
Read Marketing Without Performing