by Sergi Bancells
In today’s digital landscape, where storytelling and personal branding have become essential to standing out, few people understand these tools as well as Jacob Khan. With his unique charisma and a healthy dose of sarcasm, Jacob Khan has turned social media into his greatest ally, building a brand that’s both powerful and unforgettable.
Last week, we had the pleasure of meeting Jacob in person at Transformania in Berlin, hosted by Goldwell, where he kicked things off with a brilliant keynote on the importance of authenticity in storytelling. Between laughs and straight-to-the-point insights, Khan shared his journey of building a brand that reflects his real self. “We take what we do seriously, but we don’t take ourselves very seriously,” he quipped, setting the tone for a talk on staying genuine while telling stories that resonate.
The Art of Storytelling and Building an Authentic Brand
Jacob Khan doesn’t follow the traditional rules of social media marketing. His approach is a mix of unfiltered reality and strategic storytelling that connects with audiences on a deeper level. “We’re trying not to be too fancy; we just want to show ourselves as regular people, the way we are in real life,” Jacob explained at Transformania. For him, authenticity is more than a buzzword—it’s the backbone of his brand. This approach has made him a relatable and inspiring figure to his audience, who feel they’re seeing the real Jacob Khan every time he posts.
However, Khan is no gentle advocate for universal kindness on social media. Instead, he’s become the champion of what he calls “trolling the trolls.” His direct and sarcastic responses to online criticism have earned him respect and admiration, turning him into a role model for others looking to fend off the haters. “I never try to change a troll’s mind; their only goal is to affect you negatively. So, my two choices are to block them or turn their comments against them,” he said with his trademark humor.
Trolling the Trolls: A Sarcastic Crusade
The online world is full of trolls, and Khan doesn’t shy away from engaging. In fact, he’s turned it into viral content. One of his latest and most popular posts, he shared with a laugh, was his response to a troll who left a rude comment on one of his haircuts. “Someone commented on one picture, ‘Shitty cut,’ and then on another post asked where I’m located. My response? ‘Just left your mom’s place,’” he recounted, showing his knack for transforming negative interactions into content that entertains and strengthens his brand.
