When I started my first venture, Ulaginoli Energy Solutions, in the late 2000s, I was convinced that branding was all about the company.
Every milestone, media mention, or project win went straight to the company’s blog or social media. I deliberately kept my personal profile quiet—even in moments where my voice or presence could have added value.
But as I walked the entrepreneurial path for over a decade, that belief started to shift.
The Turning Point: Branding Needs a Human Face
Business is not just a transaction of products or services—it is a transaction of trust, relationships, and chemistry.
Whether it is a multi-lac deal, a policy approval, a startup pitch, or even inter-department collaboration—what truly moves the needle is the human connection between individuals.
And that is when I realized:
A strong brand needs a human face.
A personal brand adds relatability, trust, and credibility.
Why Personal Branding Matters
In today’s digital-first world, especially with platforms like LinkedIn, your personal brand often has more reach, engagement, and impact than your company page.
Here is why:
- People connect with people, not logos.
- Decision-makers notice thought leadership and subject-matter expertise more when it is coming from a face, not just a brand.
- Behind every strong startup brand, there is a visible and credible founder or leadership team driving the narrative.
Think about it—how many startup founders today have stronger followings than their companies? That’s no accident.
Personal Branding Amplifies Company Branding
When done right, personal branding doesn’t compete with company branding—it amplifies it.
As a founder, leader, or team member, your personal posts can:
- Highlight the company’s mission and progress.
- Bring authenticity to your brand voice.
- Build ecosystem relationships with stakeholders, mentors, investors, and partners.
- Humanize your journey, making your vision more relatable.
In fact, many key startup ecosystems thrive because founders carry the credibility of their work in their personal stories.
But a Word of Caution: Build Before You Brand
I often tell the founders we mentor:
Do both: build and brand. But never brand without building.
If you invest in creating a strong personal brand—but your startup has no traction, no clarity, or shallow delivery—people will notice the disconnect. And your credibility will erode faster than you think.
Substance must always precede style.
Credibility is built on consistency and competence—not just visibility.
Also read my earlier take on this topic: The Truth About Branding – Are You Building Before Branding?
In the early days of entrepreneurship, I believed that being behind the curtain made the company stronger.
Now, I know that stepping in front of it—authentically—makes the company more human.
A strong personal brand that reflects real work, clear values, and trust can significantly accelerate opportunities for your startup or organization.
So if you are a founder or leader wondering whether it is worth investing time in personal branding, my answer is a resounding yes—with a caveat:
Brand yourself, but make sure the work behind the brand is real.