What No One Tells You About Building a Brand From Scratch
No niche, no degree, no shortcut. Just honest lessons that actually work.
Hello Producers,
Quick heads-up. At the end of this newsletter, there’s a little something extra for paid subscribers, quotes I loved, favourtie takeaway and tools with links mentioned.
If you’re already supporting, thank you. If not, and you want to go deeper, I’ve also put together a new Stan Store with everything I offer, from services and lessons to my full podcasting kit. Either way, glad you’re here!
I’ve been following Luke for a while now. His writing always struck me as unusually calm, the kind of content that doesn’t rush to impress but lands anyway. And then there were the photos. Long walks, open skies, quiet corners of the world. Together, they painted a picture of someone who’d figured out how to build in public without losing himself in the noise. I always wondered how that came to be. So when I had the chance to bring him on the podcast, I knew it would be more than just a strategy chat, I wanted the full story.
The Brand Behind the Scenes: Lessons From a Solopreneur Coach | #112: Luke Redhead
Luke Redhead is a personal branding and business coach, and the founder of Sentry Collective. After getting laid off from his corporate job without warning, he turned a side hustle into a full-time mission: helping solopreneurs grow through content, not cold DMs. With years of writing experience, a calm approach to strategy and a knack for simplifying personal brand growth, Luke now supports founders in building trust, showing up authentically and landing clients they actually want to work with.
Listen to this episode to get inspired by Luke’s journey of discovering his passion without any formal education or clear roadmap. You’ll learn how to stand out online by focusing on real connection over dry impressions, how to build your brand on LinkedIn or any platform, and how to create content that not only looks good, but actually moves the needle.
Lessons:
Build a Personal Brand Without a Niche or Degree
What Ghostwriting Taught Luke About Standing Out
Why Going Viral Is Not the Goal Trust Is
No Clients After Posting Here Is What to Do
Can’t Find Your Passion Yet Try This Instead
Lesson 1: How to Build a Personal Brand Without a Niche, Plan or Degree
Luke built his personal brand without a niche, content plan or degree, and it worked. What he did have was a real skill, a messy notes app full of ideas, and the willingness to put himself out there. He didn’t follow a perfect blueprint or wait until everything was figured out. He simply started writing, testing, and learning in public. That honest momentum led to his first few clients, and over time, the brand began to shape itself around what people responded to most.
Your personal brand is allowed to evolve. You do not need to wait until your niche is clear. You do not need credentials to sound credible. You do not need to go viral to get clients. What you do need is proof that you care, clarity on who you want to help, and the courage to keep showing up. Start messy. Write often. Focus on being useful, not perfect. Luke’s story is proof that real momentum is built in public, one post at a time.
Recommendation:
Write one post this week that speaks directly to a problem you care about, without worrying about perfect framing or clarity. Focus on being useful to one real person. Clarity comes from action.
Lesson 2: What Ghostwriting for Dozens Taught Luke About Standing Out
Before building his own personal brand, Luke spent years writing for others. Behind the scenes, he ghostwrote hundreds of posts for founders, consultants and creators, each with a different voice, tone and message. That work gave him a front-row seat to what actually makes content resonate online. It wasn’t the cleverest hook or the trendiest topic. The posts that stood out were the ones that felt like someone was thinking out loud, with clarity and intention.
If you want to grow online, sounding like everyone else won’t help. One of the biggest things Luke learned through ghostwriting is that your voice matters more than your volume. To stand out, you need to be specific, not generic. Start by owning your point of view. Be willing to say what others won’t. And focus less on writing for the algorithm and more on writing for the person you actually want to reach. Every good brand begins with a clear voice. That’s what people remember, and that’s what gets results.
Recommendation:
Audit your last 5 posts. Did they sound like you? Or like everyone else? Rewrite one of them in your real tone of voice, sharper, messier, more honest, and publish that version instead.
Lesson 3: You Don’t Need to Go Viral to Grow a Business Online
Luke’s business was never built on one big viral moment. It grew from a slow, consistent presence and a simple offer that solved a real problem. While many creators chase reach and metrics, Luke focused on relationships. He kept his strategy simple: show up often, say something useful, and make it easy for the right people to get in touch. Some posts flopped. Others took off. But none of that was the goal. The real win was the trust he built by showing up the same way every week.
You do not need a million views to find the right clients. You do not need to game the system to make progress. Instead of aiming to go viral, aim to be remembered. Be known for one thing. Let your content reinforce the value you bring and the kind of person you are. Luke’s story is a reminder that long-term business growth comes from trust, not trends. And trust is built one honest post at a time.
Recommendation:
Pick one client-focused theme and build a three-post mini-series around it. Forget performance for a week. Instead, aim to be memorable and clear. Trust grows faster with consistency than with reach.
Lesson 4: What to Do When Clients Don’t Come After Your First Post
Luke made the classic mistake a lot of freelancers make. He assumed that once he announced his services online, the work would come rolling in. Instead, after a couple of posts and a handful of polite likes, nothing happened. That awkward silence could have been the end of it. But instead of quitting, he realised he needed a system. He started thinking about who he wanted to work with, what they needed to hear, and how to build enough trust to actually open a conversation. That shift changed everything.
If your first few posts fall flat, it is not a sign to give up. It is a sign to adapt. Your content is not an instant sales machine. It is a long game of trust, attention and momentum. If clients are not reaching out yet, ask yourself whether your content makes it clear what you do, who you help, and why it matters. Luke’s story is a reminder that visibility without clarity rarely converts. Keep showing up. Keep refining. And remember that silence is part of the process, not proof that it is not working.
Recommendation:
Create a content map. Write down who you help, what they’re stuck on, and how you solve it. Then use that to plan your next three posts, one problem, one insight, one soft invite.
Lesson 5: When Passion Isn’t Obvious: Here’s How to Find It Anyway
Luke didn’t grow up dreaming of being a content strategist. He didn’t study business, marketing or writing. In fact, he only discovered his knack for communication when his old IT team kept asking him to write the customer emails. It was only later, through side projects, freelance gigs and pure curiosity, that he realised writing and brand building was what lit him up. His passion was not obvious from day one. He had to bump into it, test it out, and let it grow into something real.
If you have not found your “one thing,” that is okay. You do not need a grand calling to build a meaningful business. You just need something that energises you, something you are curious about, and the space to follow where it leads. Luke’s journey is a reminder that passion often reveals itself through action, not introspection. Keep making things. Pay attention to what you enjoy. And allow your path to change. Passion is not always found. Sometimes, it is built.
Recommendation:
Keep a curiosity log. Every week, jot down what topics energise you, what content you enjoy creating, and what conversations feel natural. Patterns will emerge, and so will your path.
We talked about how he went from IT support to solopreneurship, how ghostwriting shaped his view on content, and what it takes to grow online without a degree, a niche or a “viral” moment. We dug into the fear of starting, the silence after posting, and the power of showing up anyway. It’s one of those conversations that doesn’t need hype, just headphones and a quiet walk. But if you’ve ever doubted your path or felt like you were figuring it out in real time, this one will hit home.
Keep producing,
Tommen
📌 Psst! Want to podcast like a pro? These tools make it easy:
Some links are affiliate links, which means I may earn a small commission at no extra cost to you. If you find these tools helpful, using these links supports the show. Thank you!
Want more from this episode?
💬 Handpicked quotes that will leave you thinking
✍️ One key takeaway that could shift how you write
✅ How to apply it this week in three simple, clear steps
📚 Tools, books and links to help you level up your creative game
🎙️ Next guest revealed, plus a sneak peek at what you can expect
Built to sharpen your writing and cut through the noise.
Skip the fluff. Get the sharp stuff in five minutes.
👉 Unlock the full section below.
Keep reading with a 7-day free trial
Subscribe to Produced Newsletter to keep reading this post and get 7 days of free access to the full post archives.