Have you ever stopped and then thought about how self-promotion has changed over the years? Decades ago, when you entered the workforce, you would promote yourself via a fully stocked CV. A university degree. An internship with a reliable company.
These days, it’s just as commonplace to see somebody brand themselves as an entrepreneur and then launch a start-up based on their TikTok presence and capability with YouTube tutorials. Not that there’s something wrong with that — we should all be in favour of the entrepreneurial spirit, irrespective of how it manifests itself. And we’ve all been taught that we need to mould our brands around ourselves, that we need to love what we do, that our businesses deserve our passion.
And that’s correct — at least, to a specific degree. Although, once you get past that point there can be a downside to moulding a brand with the entrepreneur’s precise image behind it. There’s a risky trap in this that could hinder the growth – as well as development – of your brand.
The Entrepreneur As The Face Of The Business
As the entrepreneur behind your start-up, you may need to consider yourself as the face of the brand, however, don’t forget that the brand personality needs to shine through. That’s the absolute best way for you to avoid wearing your brand’s reputation on your sleeve. One of the best things you are able to do to is to assist your brand with having a life of its own — even beyond yours.
Personal branding is increasing in popularity, as founders as well as CEOs blog, appear in on-camera messaging, in addition to playing a larger role in direct customer communication. This type of messaging is able to win over a public sceptical of corporate leadership in addition to helping a business stand out in an ocean of competition.
However, are all entrepreneurs best suited as spokesmen or spokeswomen? Are all companies poised to profit from such branding? And even if the answer for your organisation is “yes,” how do you best go about improving business along with the presence of the owner?
Those owners must critically think about driving themselves to the forefront. This is not a style for all companies. It can elevate the person and the company to heroic levels however it also makes the person culpable. The latter is both the blessing as well as a curse of self-branding. The tactic gives the company a tangible personality, a person who can appear in the media, write helpful blog posts, and deliver inspiring speeches.
