Personal branding for business leaders – Small Business UK

What do Bill Gates, James Dyson and Richard Branson have in common? It’s not just that they’re all staggeringly successful: it’s that they, alongside their brands, have become household names.

In the scheme of things, they are just three of thousands of founders who have built a personal profile for themselves whilst also scaling their company. It’s an absolute must for business owners who want to build trust and credibility, no matter the size of their organisation or the industry they operate in.

Visible company, invisible founder?

Company-centric PR aims to build awareness of a brand and helps the business reach its target audiences in the right places at the right time. In contrast, personal profiling is about showcasing the knowledge and experience of the Founder, CEO or business leader, establishing them as a reputable industry voice while building trust and credibility for the brand.

‘People buy from people’ is perhaps an overused phrase, but it’s a concept which holds true. It’s why advocates who recommend and share your brand are an essential part of building a business and explains why influencers have become such an integral part of PR and social media over the last decade.

We can also draw a parallel here: founders who have a visible profile are essentially acting as advocates for their own company and, given enough time and effort to build their presence and audience, can also become influencers within their industry or area of expertise. Being the go-to person when the media wants an opinion, or when potential customers need a credible insight means your brand also remains at the forefront of people’s minds, too.

Crises and challenges

Research shared by Forbes looked at how CEOs withstood challenges, concluding those who were ‘publicly vocal and visible’ were better placed to weather corporate storms. While no one wants to think of their business or the wider world experiencing a crisis, the fact is that planning for this must be part of any company’s PR – and wider resilience – strategy.

If something goes awry, clients will seek reassurance, guidance and a clear way forward from the head of the company. They want a real person for that, not a faceless corporation. And you start from a much stronger position if you’re already a name and a face that they recognise.

An investable opportunity

As an entrepreneur, your business only thrives if it is seen to have value. Whether you’re seeking investment, growing your customer base, building a supply chain, or networking, this growth process often relies on an individual or small group of leaders. Entering a room where your name is already familiar to people gives you a head start against competitors who have chosen to stay largely anonymous, and the right personal profiling can help achieve this.

Your online presence is likely to be screened by everyone from potential investors to would-be business partners, to candidates applying for a job. If a search of your name reveals a litany of credible award wins; by-lined articles in reputable media outlets; and regular, topical and insightful posts on social media, then you have already established a level of authority and influence before you even enter a room.

While it might not come naturally to every entrepreneur, being publicly-known – at least within your own industry – does open doors. The more opportunities you seek, the bigger and better opportunities that will come your way. And while not everyone can be a Branson or a Gates, this approach is likely to enhance your path to success, as affirmed by a recent Edelman survey which revealed 65 per cent of people believe a strong personal brand is essential. A stat supported by a Weber Shandwick study where global execs estimated 44 per cent of their company’s market value was attributable to the reputation of their CEO.

The importance of a personal brand

Ultimately, if you believe in your product or service so firmly that you’ve been willing to invest time and resource into the launch and scale of a business, then it’s surely worth the extra investment of time and effort to build your own profile alongside it.

It’s not an overnight process and it will involve consistency, a comprehensive strategy, and perhaps even a step outside of your comfort zone – but the rewards are more than worth the effort if you’re looking to elevate your brand – and the success of your business.

Hannah Haffield is the managing director of Make More Noise.

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