Should I Get a Substack?

Personal Branding Insights:

Is Substack the right platform to strengthen your personal branding strategy? How does Substack support audience ownership and long-term personal branding authority? Should personal branding focus on visibility alone, or on building direct relationships through email?

This article explores how Substack fits into a modern personal branding strategy focused on ownership, authority, and long-term influence. Rather than chasing algorithm-driven visibility, Substack offers creators, consultants, and entrepreneurs a way to build direct relationships with their audience through email-based publishing. The post breaks down how the platform works, how it supports monetization, and why audience ownership has become central to sustainable personal branding in today’s digital economy.

The blog also examines the advantages and limitations of using Substack for personal branding, including discoverability, consistency demands, and platform dependency. It outlines how to position a publication strategically, structure free versus paid content, and integrate Substack into a broader brand ecosystem. Ultimately, the piece argues that Substack is not a viral growth tool, but an authority-building platform designed for those committed to depth, consistency, and meaningful audience connection.

I’ve talked a lot about the importance of identifying your target audience in personal branding. That doesn’t just mean getting as many followers as you can on social media. Your target audience will vary depending on your goals, but it often includes clients and customers, peers, thought leaders, stakeholders, and more.

In the middle of this conversation, one platform keeps popping up on the radar: Substack.

If you care about personal branding, this question of “should I get a Substack?” becomes even more important. Because we’re no longer working in a digital economy where visibility alone equals opportunity. Visibility without ownership is fragile, and influence without direct access isn’t permanent.

For years, social media platforms like Instagram, LinkedIn, X, and TikTok have been the go-to channels for building authority. You post, you engage, and you grow.

But as I’m sure you’ve noticed, algorithms constantly change. Reach fluctuates. Accounts get suspended. And suddenly, the audience you thought you had…isn’t entirely yours.

That’s why more creators, professionals, consultants, and entrepreneurs are exploring Substack. Not because it’s trendy, but because it represents a shift from platform dependency to audience ownership.

So, let’s talk about it.

Should you get a Substack? In this post, we’ll look at what the platform is, how it works, how it supports personal branding, and whether or not it aligns with where you’re trying to go.

What Is Substack and How Does It Work?

Before deciding whether to start one, we need some clarity around the platform. Because “I should probably start a Substack” without understanding what it is isn’t a concrete strategy.

What Is Substack?

Substack is essentially a newsletter-based publishing platform. At its core, it combines blogging, email marketing, and subscription monetization into a single, simple ecosystem.

When people ask, “What is Substack and how does it work?” I explain it like this:

It’s a platform designed for independent writers, thinkers, and creators who want to have a direct relationship with their audience without needing to have a full tech stack.

You create a publication under your own name or brand. You write posts, and those posts are automatically delivered to your subscribers through email. Your posts also live on your Substack page, just like blog articles do on a personal website. You can offer free subscriptions, paid subscriptions, or a mix of both.

Substack handles all of the payment processing, subscriber management, hosting, and basic analytics. In return, they take a percentage of paid subscription revenue, plus payment processing fees. It’s super simple, and that simplicity is part of the platform’s appeal.

How Substack Works

“Visibility without ownership is fragile, and influence without direct access isn’t permanent.”

So, how does Substack work? Here’s a quick breakdown of the process:

1. You create a Substack account.
2. You name your publication.
3. You customize the basic branding (like the logo, colors, and description).
4. You write your first post.
5. Readers subscribe with their email.
6. Every time you publish, it lands directly in their inbox.

An algorithm doesn’t decide who sees your content. There’s no fighting for feed placement, and there’s zero guessing about your reach.

You own your subscriber list. You can export it and always take it elsewhere if needed. And from a personal branding perspective, that ownership is vital.

Why Substack Appeals to Personal Brands

Substack isn’t built around aesthetics, viral hooks, or trending audio. Substack is built around voice.

The platform rewards clarity of thought, consistency, and depth.

For professionals building authority, such as consultants, strategists, coaches, founders, and industry experts, this format supports thought leadership in a way that short-form platforms simply don’t.

It also allows for monetization without needing sponsors. You don’t need brand deals, ads, or affiliate links to get started. Instead, you can charge directly for your expertise.

How Does Substack Support Personal Branding?

Personal branding is about becoming known for something specific and building trust around that. Substack can play a strategic role here. We can see this in four main components:

• Ownership of audience
• Establishing authority
• Depth over virality
• Monetizing expertise

1. Ownership of Audience

On social media, you’re just borrowing attention. But on Substack, you’re building a direct line to your target audience. That’s where “owning” versus “renting” your audience comes into play.

Your email list is completely portable. You can export it, which lets you communicate with subscribers outside an algorithm. That reduces dependency on any platform.

This doesn’t mean you have to abandon social media. It just means you use social media as more of a “discovery” engine and Substack as a “relationship” engine.

And as we know, those long-term relationships are where real authority is built.

2. Establishing Authority

I’ve said this before, and I’ll say it again: authority isn’t built through one viral post. It’s built through consistent, layered communication over time. And long-form content is a big component here.

Long-form content allows you to:

• Demonstrate nuanced thinking
• Share frameworks
• Offer case studies
• Break down industry shifts
• Show how you think, not just what you think

Substack creates a space for that. If your personal brand is positioned around expertise, insight, or perspective, long-form publishing strengthens credibility in a way that short captions simply can’t.

3. Depth Over Virality

Virality creates spikes while depth creates stability.

Substack encourages sustained attention rather than short-form engagement. It encourages readers to spend 5, 10, or even 15 minutes with your ideas.

And that, ultimately, builds trust.

When someone consistently opens your emails and reads your work, you move from “someone I follow” to “someone I trust.” And trust is the currency of personal branding.

4. Monetizing Expertise

Monetizing your personal brand often depends on the size of your audience. However, Substack lets you monetize your knowledge directly on the platform.

You can create:

• Free weekly essays
• Paid deep dives
• Premium strategy breakdowns
• Private Q&A access

Subscription-based income tied directly to your expertise reinforces perceived value. When someone pays to read your thinking, the dynamic changes. You’re no longer just a content creator but a trusted authority in your respective space.

Potential Limitations for Personal Branding

Now, let’s balance the conversation. Substack is powerful, but it’s not perfect. Some limitations of the platform can show up in:

• Limited design customization
• Discoverability
• Consistency demands
• Brand dependency on the platform

“Personal branding is about becoming known for something specific and building trust around that. “

1. Limited Design Customization

If visual branding is central to your identity, Substack might feel restrictive. Customization is relatively minimal when you compare it to a full personal website. The experience is platform-centered. To put it plainly: it looks like Substack. For some brands, that simplicity is a strength, but for others, it can feel really limiting.

2. Discoverability

Substack does have internal discovery features, but your growth will often depend on external channels.

You’ll likely need:

• LinkedIn
• X
• Instagram
• Podcasts
• Speaking engagements

All of these together will help drive traffic to your Substack. It’s not a “post and instantly grow” environment. Which means it’s not wise to ditch your socials and operate exclusively on Substack.

3. Consistency Demands

Substack rewards consistency. So, if you’re the type to publish once and disappear for three months, your momentum will quickly stall. Audience expectations increase over time. That means people who subscribe will expect value to be delivered on a regular basis. That requires commitment on your part.

4. Brand Dependency on the Platform

Yes, you own your email list. But your publication still exists within Substack’s platform. If fee structures change or policies shift, you’ll be affected. This is why I often recommend thinking of Substack as a part of your brand ecosystem, not the entirety of it.

How to Use Substack for Personal Branding

If you decide to move forward with Substack, your strategy matters.

Let’s talk about how to use Substack intentionally through:

• Positioning your publication
• Content strategy
• Structuring fees vs. paid content
• Integrating with your brand ecosystem
• Leveraging analytics

1. Positioning Your Publication

Before writing your first post, make sure you get clear on:

• What niche are you owning?
• Who are you writing for?
• What problem are you solving?

If your personal brand is about executive leadership, don’t publish random productivity tips one week and travel stories the next. Clarity here creates authority.

Additionally, your publication name, tagline, and description should all align with your broader brand positioning.

2. Content Strategy

Now, let’s talk content strategy. Substack works well for:

• Thought leadership essays
• Industry commentary
• Personal insights and lessons
• Behind-the-scenes breakdowns
• Educational deep dives
• Frameworks and models

This isn’t about posting for the sake of posting. It’s about reinforcing your core message repeatedly from different angles. So, if you want to become known for strategic storytelling, every essay should reinforce that narrative.

3. Structuring Free vs. Paid Content

Substack doesn’t cost creators or readers anything to set up. For publishing content, the platform offers two tiers: free and paid.

Free content doesn’t require any fees to post. This is ideal for content that has broad value and is focused on audience growth, brand awareness, and community building.

Paid content, on the other hand, will be charged a fee from Substack. This content is aimed towards deeper insights, templates, frameworks, or private access.

When deciding which structure to apply, there should be a clear difference between the two tiers. Free content builds trust while paid content deepens commitment.

4. Integrating With Your Brand Ecosystem

Substack shouldn’t live in isolation, but should be shared across your existing profiles.

Link it to your:

• Personal website
• LinkedIn profile
• X bio
• Speaking pages

Use social media to highlight excerpts from your newsletter. Turn your essays into threads. Repurpose your insights into carousels. Everything should reinforce each other.

Consistency across all of your platforms strengthens your personal branding.

5. Leveraging Analytics

Analytics will determine how well your publications are doing. Substack provides data on things like:

• Subscriber growth
• Open rates
• Engagement

This applies to your home page, posts, and stats like emails, network, and traffic.

Take advantage of this asset and use it. Make sure you also ask yourself:

• Which topics get the highest engagement?
• What subject lines increase open rates?
• Where are subscribers coming from?

Once you’ve answered these questions, refine your strategy accordingly. Authority isn’t just about creativity. It’s also about informed iteration.

Comparing Substack to Other Personal Branding Channels

Let’s quickly zoom out for a minute.

How does Substack compare with social media, personal websites, email channels, and other platforms?

1. Social Media

Social media offers faster reach, broader exposure, and algorithm-driven discovery.

But visibility is dependent on platform rules. You don’t own your audience on social media.

Substack offers slower growth in this area, but you get deeper ownership.

2. Personal Website + Email Platform

This route gives you full design control, branding flexibility, and custom integrations.

But in turn, it requires technical setup, multiple tools, and payment processing configuration.

Substack simplifies everything into one system. You trade customization for convenience.

3. Other Newsletter Platforms

Platforms like Kit or Beehiiv offer:

• More advanced automation
• Branding flexibility
• Different monetization models

Substack’s edge lies in its simplicity and built-in subscription payments.

If your goal is straightforward thought leadership with optional paid tiers, Substack works well.

But if you need complex funnels and automation, other platforms may be better suited to your needs.

Questions to Consider Before Starting

Before you launch a Substack, ask yourself honestly:

• Do I want to build authority in a specific niche?
• Am I prepared to publish consistently?
• Do I want direct access to my audience?
• Is subscription-based monetization aligned with my brand?
• Does my personal brand benefit from long-form content?

If your strength lies in deep thinking, structured insight, and written communication, Substack can amplify that.

But if you dislike writing and struggle with consistency, it may become another abandoned project.

So… Should You Get a Substack?

Here’s my perspective: Substack is not a magic growth tool. Instead, it’s an authority-building tool.

If your goal is:

• Sustainable influence
• Direct audience relationships
• Long-term positioning
• Monetizing expertise
• Building intellectual equity

Then Substack deserves serious consideration.

But if your goal is:

• Rapid follower growth
• Viral visibility
• Short-term attention

Then social media platforms may serve you better, at least initially.

Personally, I see Substack as a long-game strategy.

It’s where you deepen relationships.
It’s where you refine ideas.
It’s where your voice matures publicly.

And in personal branding, maturity beats virality every time.

You don’t need millions of subscribers. You need the right people consistently reading your work.

So, instead of asking, “Should I get a Substack because everyone else is?”

Ask:

“Does this platform support the kind of authority I want to build?”

If the answer is yes, then start.

Start small.
Publish imperfectly.
Refine as you go.

Because in the end, the platform is just a vehicle.

Your thinking, your voice, and your perspectives are the real assets. Substack simply gives it a home.

Final Thoughts

If you’re serious about building authority, not just attention, then the platform you choose matters. Substack can be powerful, but only when it’s aligned with a clear positioning strategy, a defined niche, and a long-term vision for your personal brand.

The real question isn’t “Should I start a Substack?” It’s “How does Substack fit into the bigger picture of my brand, revenue, and influence?”

If you’re unsure how to position your publication, structure your content, or integrate Substack into your broader brand ecosystem, let’s map it out together.

Your authority deserves more than guesswork.

Sign up for a strategy call today, and let’s build a personal brand that doesn’t just get attention but earns trust, commands respect, and creates sustainable growth.