We’ve been told for years: post more to grow.

With AI making it easier to post decent content, “posting every day” is no longer a competitive edge.

The new challenge is avoiding sameness. The same viral hooks, AI-generated phrases, and AI avatars being recycled across our social media feeds.

When everyone can use AI to post, what stands out isn’t how often you post. It’s what people recognize as uniquely yours. And that recognition comes from quality, authenticity, and style.

You don’t need more content. You need signature content— something repeatable, recognizable, and unmistakably you.

What is signature content?

As marketing thought leader Alyssa Chan-Evangelista teaches in her lifestyle pillars framework, people connect with consistent, personal cues in your content.

• Starting every Instagram video with a sip of coffee as your establishing shot.
• Using the same font and color scheme on social graphics.
• Your dog’s regular cameo in your otherwise serious business content.

These are the subtle human elements that give your content a unique style and make it relatable and accessible.

These human touches are often intentionally less polished and represent differentiation from AI-generated content or viral templates.

They are also the driving force behind the popular TikTok-style content that has taken over the internet. People want to consume content that feels raw, human, and personal.

That “pick up your phone and record like you’re talking to a friend” vibe. Or the witty, conversational tone you use on LinkedIn that sounds nothing like ChatGPT.

That’s where real differentiation lives now.

A signature is something people can associate you with at a glance.

You can establish a signature in several ways:

• A consistent content format — like a weekly LinkedIn carousel or green screen TikTok that your audience will come to expect from you.
• A personal tone — sarcastic, warm, no-BS, poetic, or whatever matches your true voice.
• Visual identity — consistent aesthetic, fonts, colors, filming setup, etc. that can serve as a subtle cue that you’re the creator behind the content.
• Authentic perspective — “here’s how I did it” > “here’s how to do it”

Your signature isn’t one post. It’s recognition through repetition.

You do something enough that it becomes your thing. In feeds filled with more content, that’s what earns a pause.

Examples of signature content

Here are some creators who have found ways to establish a signature content style that drives familiarity and differentiation.

Dulma Atlan

Dulma’s green screen TikToks dissecting business, brand, and creator trends became a recognizable format for her that she used to build her TikTok following to 100K+. They stand out because of the consistent visual format and the deep analysis she delivers—a combination of quality and recognition.

Christina Le

Marketing thought leader Christina Le writes the Substack “TheseChapters” where she shares real, build-in-public-style lessons as she navigates being a first-time Head of Marketing. Her takes standout because they are equal parts honest and tangible. She also writes with a no-BS, “here’s how I did it” tone that sounds way to authentic to be AI.

Sammie Ellard-King

Sammie has built a substantial following through his personal finance advice Instagram reels. His consistent format includes voice over sharing the tips, supporting on-screen text in a consistent font, and b-roll footage of Sammie to add a personal touch. This simple, repeatable format not only helped him create consistently, it also became recognizable.

Sarah Suzuki Harvard

Her meme-style LinkedIn carousels mix corporate humor with cultural commentary in a way that’s really unique. The designs, copy, and overall vibe of her carousels come across like a work culture zine that stands out big-time in the LinkedIn feed.

Shaina Kalmanson

Shaina created the “Content Doctor” —a cartoon avatar character resembling a Dr.

Shaina includes images of her Content Doctor avatar throughout the content for her personal brand, ranging from starring in her LinkedIn profile cover image to featuring throughout her carousel posts that offer content marketing tips. The avatar has become a visual element that ties her content together and stamps her content as hers.

Justin Schuman

Justin’s short-form videos on TikTok and Instagram are unfiltered, expressive, and real. No heavy edits or extra polish. Justin simply puts up his phone and records, offering advice on how to be yourself on the internet. The result: relatability, trust and attention. When you see a video from Justin as you scroll the feed, you know a valuable truth bomb is incoming.

How to build your own signature

You don’t need a brand strategist to figure this out. You just need to notice the patterns in your work and your personality — and lean into them.

1. Notice what comes naturally

Your tone, your quirks, your point of view — these are assets. Stop filtering them out and find ways to embrace them and include them in your content.

2. Find a repeatable format

Newsletters. Daily videos. Case studies. One-sentence carousels. Choose a format you can show up with consistently and practice using it as the primary delivery mechanism for your content.

Leaning into your best skills is a good way to start. If you love video and platforms like TikTok come naturally to you, then start there. If you prefer writing, consider weekly written posts on a platform like LinkedIn or start a weekly newsletter where your tone and writing style can standout.

3. Create a series

Another way to start establishing rhythm and recognition in your content creation is to start a series.

Maitri Mangal’s “20 crazy habits I learned as a Google and Bloomberg Software Engineer” is a great example. She posted every day for 20 days with a different lesson from her career stops. This repeatable format gave her plenty of content ideas and gave her room to establish her voice on LinkedIn.

Not only does content like this get you out of the gate in terms of creating regular content, it may turn into something greater, like identifying the format you will use long-term as your signature content creation style.

4. Design for familiarity

Use consistent elements in your content. The same layout, filming setup, opening line, or fonts and colors. These subtle design choices will lead to familiarity over time.

Think about “props” or calling cards you might be able to include in your content, like Sammie’s b-roll or Shaina’s avatar.

It doesn’t need to be complicated. I like the colors green and black, so I design my LinkedIn carousels in those colors. Think of it as starting to develop your own personal brand guidelines.

5. Balance  experimenting with consistency

As you first start out defining your content creation style, try different formats and channels, experiment with different designs, and get a feel for what you like to create content about and how you like to create it.

During this exploratory phase where you are homing in on your unique style, also keep an eye toward consistency.

• Even if you are trying a bunch of different content formats, set mini goals e.g. I post every week on LinkedIn (even if the content type is different).
• Try a few mini content series mentioned in tip 3 and then double down on what worked or felt natural.

Giving yourself the space to find your brand voice while embracing messy but steady growth is how the creators discussed above found what works for them.

The value of your signature

Why does this matter? Because once people associate a certain style, tone, or format with you, it builds trust faster.

It makes you easier to refer, recommend, or remember. Familiarity becomes the foundation for monetization, thought leadership, and long-term audience growth.

Final Thoughts on signature content

When AI makes it easy to create “good” content, being recognizable becomes an advantage. Your signature — whether it’s a tone, format, or visual style — is what builds recognition and brand loyalty.

Start with what feels natural, experiment, and practice consistency. Do this, and watch your content creation evolve into something unmistakably yours.