Many successful affiliate sites do not use personal branding or images of the creator. They focus on providing helpful information without making it about one person. This approach works well if the content is strong and answers what people search for. Personal branding can build trust faster, but it also requires more effort and comfort with being visible. Some niches work better with personal stories, while others just need facts and recommendations. What method seems more effective when starting without wanting to be the face of the site?