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“Your brand is the single most important investment you can make in your business.” – Steve Forbes, Editor-in-Chief of Forbes

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Yet, it’s often overlooked, especially by leaders of smaller companies who prioritise growing the company brand over their own.

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Especially in competitive industries like SaaS, finance, and technology, it’s becoming clear—ignoring your personal brand is a good way to stunt your business growth.

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So, what is a personal brand, and why does every business leader need a strong personal brand to grow their business?

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What is personal branding?

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Personal branding is a bit of a buzzword term that often gets unfairly dubbed narcissistic. Yes, it revolves around you, but good personal branding is about connections, conversations, and relationships.  

Essentially personal branding is a way to promote your company through your values, personality, and interests—but it’s also a way to reassure clients and prospects that you understand their problems and are capable of solving them.

Traditionally, people bought from brands, but as the market becomes more competitive, people have greater freedom of selection with the services and companies they buy from. This means consumers frequently choose their products or services based on shared values and even the likability factor.  

71% of consumers are more likely to engage with content that feels relevant to their lives.  Bottom line? People engage with people, not businesses.  

Because of this, showing people who you are as a business leader, your values, and what you stand for is no longer a nice to have but a must for business growth.  

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Research shows a strong personal brand has helped 83% of business owners attract new clients and grow their business.

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How can I build my personal brand as a business leader?

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1. Find your why

It might sound like a cliché or the slogan of a bad perfume ad, but personal branding starts with ‘finding your why’ and setting a clear vision.  

77% of people are more likely to buy from a company if the CEO uses social media so it’s all about positioning your expertise in a way that is attractive and engaging to your target market.  

Start by asking yourself, “What is my area of expertise, and how can I apply it to offer the answers, advice, and anecdotes that my clients and potential clients are looking for?”  

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2. Don’t focus on likes; build relationships

While it’s easy to get caught up counting social media likes to track your ROI, personal branding fosters relationships over numbers. We know what you’re thinking: Business is a numbers game.

And it is, but you have to think about the long run. Using personal branding to build relationships will strengthen brand loyalty and improve customer satisfaction over time.  

As business owners, you’re quite rightly passionate about your product. But it’s easy to forget your prospective customers don’t always like being sold too.

Instead of focusing on selling to your audience, personal branding helps you form a relationship with them. Capturing their genuine interest with relevant content is a much more effective way to drive sales.  

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3. Prioritise storytelling and thought leadership content

Everyone has a story to tell, and yours is your secret weapon. Whether you’re a family-owned business with generations of history or a software developer turned app creator—opening up about your journey adds authenticity and allows your network to connect with your business on a personal level.

As well as sharing your story, thought leadership is a powerful selling tool. In fact, 75% of decision-makers and C-suite executives say thought leadership has prompted them to research products or services they had not previously considered.  

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Why personal branding matters for business growth

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1. It builds trust

Personal branding forms connections and creates trust with stakeholders. It’s why social networking platforms have become vital when developing a brand online.  

If you think about it, everyone who follows or connects with you on social media trusts you will in some way provide value to them. Whether that’s an old friend you’ve not seen since school or a decision-maker from the company you’ve been targeting for months.  

This trust plays a huge role in the sales cycle if you nurture it properly with valuable content. 82% of people trust a company when their senior leaders are active on social media. This is because leaders humanise a brand in a way that’s impossible to do from a company account.  

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2. It boosts brand awareness

It’s often overlooked, but a business leader’s personal brand can significantly raise company status and boost brand awareness.  

Take CEOs like Jeff Bezos, Elon Musk, and Mark Zuckerberg—while at times controversial—they’ve become synonymous with the brands they represent.  

Research shows nearly half a company’s reputation and market value can be attributed to the CEO’s reputation. That means, like it or not—your personal brand is already tied to your company’s success, which is precisely why you need to make the most of it and control the narrative.  

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3. It drives business growth

Your personal and professional brand impacts everything from public perception to customer loyalty which is why it’s essential for business growth.

Putting your personal brand out there will help you develop a consistent flow of ideal prospects. When people resonate with your values and expertise, they’re more likely to connect, remain loyal, and advocate for your brand.

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How to build a personal brand that attracts clients and customers

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1. Be patient and consistent

Building your brand takes time, patience and consistency. But combine regular activity with high-quality content, plus your own unique voice, and you have yourself one powerful tool for growing your business.

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2. Showcase your expertise with authenticity

Personal branding is and can be for everyone. If you’re a senior leader you will have amassed a lot of experience, personal branding is just about finding the right way to share that experience to your advantage.  

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3. Find a personal branding partner

Creating a good personal brand takes a lot of time, strategic planning, expert writing, videography, and high-quality design work.  

If you need help, finding a trusted personal branding service like AXD is key. Good personal branding takes expertise. It requires a solid understanding of your personality, and business to translate your story into engaging content that hits the mark with your target audience.  

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Need help leveraging the power of your personal brand?   

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AXD Agency is a leading sales & content marketing agency specialising in sales enablement and personal branding services. We help business leaders stand out with impactful and high-quality content that positions you as a thought leader and the go-to expert in your industry.  

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Your voice, our expertise  

To find out more, visit www.axd.agency or book a free discovery call with our team.  

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