In this episode of What’s The Trick?, Ben Hanlin sits down with Amelia Sordell - founder of multi-million-pound personal brand agency 'Klowt' and now a creator, advisor, and podcast host in her own right - to unpack what it really takes to build a personal brand that works.

Not the vanity version. Not the “10k followers in 30 days” version. The real version.

Together, they explore how Amelia built her company from zero to £4 million in three and a half years, why it nearly broke her, and what she believes now about creativity, positioning, storytelling, and reputation in the modern world.

This conversation exists because “personal brand” has become a buzzword - and Amelia has actually done it. Built it. Scaled it. Burned out from it. Rebuilt it. If you care about ideas, visibility, creative work, or building something under your own name - this episode is for you.

What You’ll Learn:

-Why a personal brand is simply “a reputation at scale” - and why that changes everything

-How to test and refine an idea while still employed (and effectively “get paid to learn”)

-What fast growth really costs - beyond the headline revenue numbers

-Why most content doesn’t convert (and what separates visibility from revenue)

-A simple three-bucket framework for content that actually builds authority

-Why storytelling only works when someone can say “me too”

-How to overcome fear of posting, speaking, or putting yourself forward

-The difference between execution problems and positioning problems

-Why followers don’t matter nearly as much as you think

-How to choose which ideas to pursue - and which to let go

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