Building trust and credibility is central to sustaining and scaling a business – and that means not only do leaders need to implement an impactful PR strategy, but they also need to prioritise their own personal branding.
No matter an organisation’s size or industry, a figurehead who encapsulates the experience, knowledge and values of the company is an essential part of establishing a reputation and a firm brand.
People first
That’s because the phrase ‘people buy from people’ might be overused, but it holds true: founders who have a visible profile are essentially acting as advocates for their own company and, given enough time and effort to build their presence and audience, can also become influencers within their area of expertise. And we all know how powerful advocates and influencers are in the world of PR.
When a leader becomes the go-to person for the media when a credible insight is needed, it also keeps their brand at the forefront of people’s minds. And if something goes awry, clients (and staff) will seek reassurance and guidance from a person, not a faceless corporation. That means those who have already established trust and credibility are in a much stronger position to deal with crises and challenges, and that’s backed up by research shared by Forbes which conclude those who were ‘publicly vocal and visible’ were better placed to weather corporate storms.
Adding value
Seeking investment, growing your customer base and networking all add value to your business – and each of those processes becomes smoother if your name is already familiar, giving you a head-start against any anonymous competitors.
Potential investors, would-be business partners, and candidates applying for a job are all likely to screen your online presence. This means if you’ve got a litany of credible award wins, articles written for reputable media outlets and regular insightful posts on social media, you have already established a level of authority and influence before you even meet those people.
Comfort zone
Becoming somewhat of a public figure might not be comfortable for everyone, but it does open doors – and the more you establish a presence, the more opportunities you’ll find coming your way. In fact, your personal profile is so essential that a Weber Shandwick study saw global execs estimate 44% of their company’s market value was attributable to the reputation of their CEO.
Having invested the time and resource into your business, it is absolutely worth the extra investment to build your own profile alongside your brand’s. It is not an overnight process and it will involve consistency, a comprehensive strategy, and perhaps a step outside your comfort zone. But with a proven positive impact on your company’s fortunes, it’s effort worth making to elevate your business to the next level.
