There was a time when a company’s brand meant everything. The founders and employees were simply a byproduct of that brand. But with the explosion of social media, real-time networking has brought personal brands to the forefront. Today, people often decide whether to trust a business by looking up the people behind it first.
To achieve personal brand success, it should be a daily exercise not only for founders and senior leadership, but for everyone on the team. Here are five tips to help you build a high impact personal brand, and to influence others in your business to build theirs.
1. Identify and highlight what makes you unique
Every entrepreneur has something that makes them truly unique, whether it is a story of hardship, a rare combination of skills or the ability to stay positive in any situation. Think about what makes you different and identify the top two or three factors. Then highlight them every chance you get so your personal brand stands out.
A simple way to find them is to ask five people who know your work well: “What do people come to me for?” and “How would you describe what I do to someone who has never met me?” The overlap in their answers is usually closer to your real brand than anything you would write about yourself. Turn it into one clear sentence, a positioning statement, that says who you help, with what, and what makes your approach different. Use it as a filter for everything you publish.
2. Educate others
Think of well-known figures like Tony Robbins in personal development and Jim Cramer in investing. Their personal brands are giant within their respective fields, and much of that can be attributed to how much they teach. Both have written books and use media and social channels to explain their ideas to a wide audience.
Educating others builds an emotional connection that strengthens your authority, which naturally builds your brand. You do not have to write a bestseller. Speaking at conferences, running workshops, guesting on podcasts and writing for third-party publications all work well. The key is to share genuinely useful knowledge, including the practical details most people keep to themselves. Generosity is what makes people remember you.
3. Model other personal brands
Studying people you admire saves time. Find out what has worked for them and adapt those strategies to your own situation, rather than copying their voice or style.
I have learned a lot from watching Richard Branson, who made one of the boldest moves in business by starting an airline under the Virgin name, a brand rooted in music. There was plenty of adversity, but Branson pushed forward and Virgin Atlantic became a major success. Part of that came from his ability to rally his team with energy and to put himself front and center in the brand’s story. That creates enthusiasm and a deep attachment to the brand.
When you study a brand, look for the repeatable parts: how often they publish, which formats they use, how they talk to their audience, and what they refuse to do. Those patterns are more useful than any single viral moment.
4. Craft your career narrative
Everyone likes a good story, so tell yours. Entrepreneurs in every industry have one, and the more personal it is, the more others will feel connected. Use your career narrative whenever it fits, whether you are networking at a conference or writing the “about” page on your company website.
A strong narrative usually has three parts: where you started, the turning point that changed your direction, and what you are working toward now. Be honest about the setbacks. People trust a story with some struggle in it far more than a polished list of wins, and the turning point is often what makes your expertise believable.
5. Make the most of social media
Social media is the lifeline of most personal brands, so use it to your advantage. Choose the platforms where your audience actually spends time: LinkedIn for most professional services, Instagram or TikTok for visual and consumer brands, and X or Threads for fast-moving conversations. You do not need to be everywhere. Being consistent on one or two channels beats being absent on five.
Always aim to share content that educates, adds value or entertains. Offer leadership tips, share your unique stories and show the work behind the results. Quotes from other thought leaders can work too, as long as you add your own point of view.
Keep your social media presence clean and cohesive. Use the same name, photo and positioning across profiles so people recognize you instantly. Social media is the ultimate extension of your attitude. Make sure yours is a positive one. And before you commit to a channel, decide what you want social media to achieve for you, so you can tell whether the effort is paying off.
How to encourage your team to build their brands
A company where several people have visible, credible personal brands reaches far more people than a single corporate account. To make it easier for your team:
- Give them permission and guidelines. Be clear about what they can share about the business and what stays confidential.
- Share raw material. Wins, lessons, behind-the-scenes photos and interesting customer questions all make easy posts.
- Celebrate their visibility. Recognize people who speak, write or teach on behalf of the company.
- Do not force it. Not everyone wants a public profile, and a reluctant voice is worse than none.
Common personal branding mistakes
- Trying to appeal to everyone. A brand that stands for everything stands for nothing.
- Only promoting. If every post is a sales pitch, people stop listening.
- Inconsistency. Showing up for a month and then disappearing undoes most of the progress.
- Faking it. Audiences notice when the person online does not match the person they meet.
Building a personal brand does not happen overnight. It can take years, but it is well worth the effort for you and your business. The more exposure your personal brand gets, the more exposure your business gets. Start with one clear idea of who you are and who you help, show up consistently, and let your work do the rest. For practical ways to grow an audience, see our social success tips.