Building a Personal Brand as a Founder? Here's Everything You Should Know

As a founder, your personal brand is more powerful than you think. Before people invest in your product, they invest in you. So, how can you make personal branding your superpower? Read here.

Feb 12, 2025

If You’re Not Telling Your Story, Who Is?

As a founder, your personal brand speaks before your product does. Before people buy into your company, they buy into you.

The startup world is noisy, and personal branding is about standing out, building trust, and opening doors you didn’t even know existed. Founders like Elon Musk, Kunal Shah, and Naval Ravikant have built billion-dollar companies, but their personal brands are what keep people listening.

In fact, a study by ASCI found that 64% of respondents think that a brand becomes more trustworthy if an influencer endorses it. This means that building your credibility, online presence, and reputation can directly impact the success of your startup.

Is posting every day on LinkedIn just for the sake of it personal branding? It’s not! In fact, LinkedIn might not even be the only platform where you should be building your presence. It’s about showing up where your audience is and adding real value. The best personal brands are authentic, not overly polished or scripted. People relate to stories, struggles, and lessons- not just polished career timelines.

Why a Strong Personal Brand can be your Superpower?

Personal branding is the way you present yourself to the world—both online and offline. It’s what people think of when they hear your name, the impression you leave after a conversation, and how you position yourself as an expert or thought leader in your field.

So, why should every founder treat personal branding as a superpower?

Visibility = Opportunity- A strong brand attracts the right doors, whether it's PR, partnerships, or speaking gigs.
Customers trust people over brands- Would you instead buy from a logo or a person whose story resonates with you?
People buy what they see- If you want to sell an idea, a product, or even your expertise, make sure you're putting out the right message, visually and verbally.
Top talent follows inspiring leaders- People don’t just work for a paycheck; they work for a mission.
Investors fund people, not just ideas- A solid brand helps investors trust you. If they’ve already seen your insights or thought process, they’re more likely to back you.

How to Build Your Personal Brand?

If the idea of “building a personal brand” makes you nervous, don’t worry- you’re not alone. The key is not to force it. Here’s how to make it feel natural:

Know your story- Why did you start this company or journey? What drives you? Make it personal.
Share the journey, not just the wins- Talk about your struggles, lessons, and behind-the-scenes moments. People connect with real stories.
Pick Your Platform- You don’t need to be everywhere. Choose LinkedIn, X (Twitter), Instagram or a blog- wherever your audience is.
Engage, don’t just broadcast- Reply to comments, start conversations, and be part of the community.
Show, don’t just Tell- Share case studies, founder lessons, and customer stories- don’t just claim expertise, prove it.

As we’ve talked about, the right platform, the right audience, and the right approach can make all the difference. We’ve all been there—wondering whether we should invest more time in networking events or double down on social media. The truth is both matter.

Meeting people face-to-face builds trust and deeper connections, while social media helps you stay visible and engaged with a broader audience. The challenge is knowing when to show up in person and when to let digital do the work for you.

Let's break it down and figure out how to make both work together in a natural and effective way.

Personal Branding in Social Media Channels

1. Choosing the Right Platforms

Each social media platform serves a different purpose. According to Hubspot's “State of Marketing 2025”, marketers report seeing the highest ROI from influencers on 1) Facebook (28%), 2) Instagram (22%), and 3) YouTube (12%), and brands most commonly spend 50-74% of their marketing budget on influencers or content. So, what if you become the influencer for your brand through these platforms?

Here’s how to leverage these channels effectively:

LinkedIn: Ideal for thought leadership, fundraising, and building investor & professional networks.
X: Great for real-time industry insights, networking, and engaging in startup discussions.
Instagram & TikTok: Useful for storytelling, behind-the-scenes content, and engaging a younger audience.
YouTube & Podcasts: Perfect for long-form content that builds authority and thought leadership.
Medium & Substack: A great way to publish in-depth articles and establish industry expertise.
Quora & Reddit: Answer relevant questions, engage in discussions, and provide real value- without being overly promotional

2. Optimising Your Social Media Profiles

Optimising your social media profile for personal branding doesn’t have to be complicated. Before you tweak anything, ask yourself-

What do I want to be known for?
Who am I trying to reach?
How do I want people to feel when they see my profile?

Once you’re all set with answers, start fixing the basics. Here’s how-

Click that perfect Profile Picture: A clear, high-quality photo where you look approachable.
Get a Cover Image: Use it to reinforce your brand (a quote, your work, or something visually appealing).
Make your Bio work for you: A simple, engaging line about who you are and what you do. Add a personal touch! It is better to add a link to your website, portfolio, or latest project.
Don’t take your name for granted: Keep your username consistent across platforms so people can find you easily.
Build Social Proof: Pin your best posts to the top of your profile. Also, showcase testimonials, client wins, or press mentions.

3. Crafting a Content Strategy & Posting Frequency

Content & Engagement Strategy: What Works?

Your personal brand is simply how people think of you when they come across your profile. Make sure it represents the real you! Instead of posting randomly, create 3-5 core content themes (pillars) that align with your expertise, experience, and audience’s interests.

Examples:

Your experiences and lessons learned.
Industry insights or opinions.
Behind-the-scenes moments.
Engaging stories that make you relatable.

While you’re at it, add images or videos to make your content pop, grab attention, and keep people engaged. Whether it’s a quick behind-the-scenes clip, a fun meme, or a simple infographic, visuals make your message stick.

Try to mix and match to find a balance or the appropriate tone for consistency across all channels. LinkedIn seems to be best for founders, while X is a good platform for speaking your heart out through short, insightful takes or engaging bite-sized thoughts.

Again, Instagram becomes a bit personal, yet it is a great way to put a face to the thoughts you put out on other platforms. If you’re not shy or an introvert, try your hands on highly engaging reels. Don’t get overwhelmed. You don’t need to be everywhere at once. Start with 1-2 platforms and scale as you grow- but hey, who are we to decide? Go all in if you want!"

Posting Frequency: What Works?

LinkedIn: 3-5 times a week (focus on thoughtful, long-form content).
X: Daily (short insights, threads, and quick takes).
Instagram/TikTok: 2-4 times a week (stories daily, reels for engagement).
YouTube/Podcasts: 1-2 times per month (long-form content builds deep authority).

Consistency over volume! Start with what’s manageable and increase frequency as you get comfortable.

4. Engaging with your Audience

Engagement is what makes personal branding actually work. If you just walk around talking about yourself without listening or responding, people will tune out. But if you ask questions, share insights, and genuinely connect with others, they’ll engage in a similar way.

Comment on relevant posts.
Respond to people who engage with your content.
Connect with people in your field and start genuine conversations.
Engage in live discussions to build real-time credibility.
Use trending audio & hashtags.
Collaborate with other entrepreneurs.
End posts with questions or calls to action.

Social media is a two-way street! The more you engage, the more people remember you, trust you, and want to be part of your journey.

Personal Branding in Person (Offline Presence)

The way you introduce yourself, the conversations you have, and the energy you bring to a room all shape how people remember you. Whether you're at networking events, coffee meetups, or industry conferences, your offline presence should reflect the same authenticity and values as your online brand.

Be confident and approachable- how you carry yourself influences how people perceive you. A warm smile, good posture, and genuine curiosity can make a big difference in how people connect with you.

At the end of the day, a handshake, a genuine conversation, or a thoughtful follow-up can build relationships that no social media post ever could.

Here are some of the ways you can build your personal brand in person-

Attend industry gatherings and actively introduce yourself to key players.
Host workshops or meetups related to your industry.
Apply to speak at startup conferences, pitch events, and panel discussions.
Follow up after networking events to maintain relationships.
Give more than you take – provide insights, introductions, or mentorship before expecting anything in return.

Common Mistakes (And How to Avoid Them)

A lot of founders make simple mistakes that can hold them back without even realising it. Here’s what to watch out for:

Final Thoughts

You don’t need to be a celebrity to build a personal brand. You just need to show up, be consistent, and add value. The more people see you as someone who adds value, the more they’ll trust you, support you, and open doors for you.

A strong personal brand doesn’t get built in a day- it takes time. If you’re overwhelmed, try to take small steps starting today-

Pick 3 topics you want to be known for.
Post once a week- share insights, challenges, or wins.
Comment on 5 relevant posts daily to build visibility.
Share a behind-the-scenes "real talk" moment from your startup journey.
Join podcasts, panels, or founder events- visibility compounds.

So keep showing up, keep engaging, and keep building relationships. Over time, your brand will grow in ways you never expected.

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