Golin’s CEO Impact Index shows that top leaders aren’t just growing their companies – they’re accelerating them. CEOs with strong personal brands saw their companies’ share prices increase 80% faster than others in the Fortune 250.
For startup founders and business leaders, reputation is more than a buzzword—it’s your secret weapon. In a competitive market, a strong personal brand doesn’t just open doors; it builds trust, attracts talent, and drives growth.
After helping 74 founders of startups and established companies enhance their reputation and increase awareness, I am ready to share 8 steps to help you develop your personal brand in 2025.
1) Define your goals
Before diving into personal branding, take a moment to think – what do you actually want from your personal brand?
Are you trying to influence your industry’s thinking, attract talent to your team, or maybe build more trust with your stakeholders? For instance, 36% of our clients at BECOME strive to expand to new markets, while 23% want to attract investors. Founders with strong personal brands signal credibility and leadership, as well as awareness that they need to have this presence to inspire those around them – something that will serve them well whatever challenges they may face.
As one of our clients says, it is imperative to startups, given it is such a nascent industry. Early-stage companies have a little reputation at inception, so founders leveraging their personal brand can be incredibly helpful. Founders need to take advantage of these opportunities to grow their personal brand and capture mindshare, as it can add a layer of social proof, which makes it easier to attract capital.
Personal branding isn’t just about being seen – it’s about being remembered for the right reasons. When you know what you’re aiming for, every step brings you closer to building your desired reputation.
2) Analyze your target audience and their needs
Who are you talking to, and what do they care about? Understanding your audience is key to building a personal brand that resonates.
This means learning which social media platforms they use, the type of content they engage with, and their online habits. Do they prefer quick updates or detailed articles? Most importantly, focus on their pain points, as these will be the fundament for constructing the message box for your personal brand strategy.
Take investors, for example. Many prefer platforms like X (formerly Twitter) for real-time updates and LinkedIn for professional insights and networking. They consume data-driven content, like market analysis, growth metrics, and success stories with measurable results. What they don’t have time for is fluff or poorly structured information.
Investors are often overwhelmed by the sheer number of pitches and posts competing for their attention. They value entrepreneurs who can communicate clearly, back their claims with data, and provide relevant insights. A strong example would be a founder sharing a short thread on X about how their product reduced costs by 30% for clients in just six months, supported by real numbers and testimonials. On LinkedIn, the same story could be reframed within a broader industry context to highlight market potential.
By focusing on where your audience is and addressing their challenges, you can position yourself as a trusted and valuable voice in their crowded digital space.
3) Construct a message box
Message box stands for the exact narratives you want your audience to understand about you. It connects your audience’s pain points with the value you bring. It answers the question:
“What do I need to say to different audience groups to achieve my goals?”
To create a message box, begin by identifying what each target audience needs to understand about you or your business. Then, think about how to communicate this in a way that makes sense to them. This ensures your message is both clear and compelling.
Without a message box, startups risk inconsistent communication. While it’s tempting to jump into action – getting published, speaking at events, or sharing opinions – you must first clarify what your audience needs to hear.
4) Refresh your positioning
Reflect on your strengths and experiences, ensuring your positioning reflects what sets you apart. Start by making a short pitch for yourself—20 seconds of self-introduction to new people.
On LinkedIn, try this formula as a positioning for your headline.
[ Title + USP + Success Marker ]
Here’s an imaginary example to illustrate how this can work for you:
“I am Mark Johnson, Head of Product at The Cloud – a fintech platform helping startups streamline financial operations. With our AI-powered tools, we’ve reduced manual accounting time by 50% for over 2,000 growing companies worldwide.”
As your startup evolves, and you develop new projects, regularly evaluate and refine your messaging. Is it still clear and relevant? Does it reflect the latest progress or shifts in your vision? Refining your positioning ensures it stays aligned with industry trends and the needs of your target audience.
For example, if you’re entering a new market or launching a fresh product, adapt your elevator pitch and brand story to reflect these changes. Staying proactive helps keep your brand fresh and positions you firmly for current opportunities and long-term goals.
5) Develop a basic content system
Earlier, we talked about the value of messaging, but building a content system is all about structure, topics, and formats. A content system is a specific instruction on how to use messaging—it helps you communicate clearly and consistently.
A great way to structure your content is by using the AIDA funnel: Attention, Interest, Desire, and Action. This helps guide your audience step by step.
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- For example, to gain attention, create “Business Leadership” and “Expert” content. This helps create interest in your audience and share insights about the industry. Adding personal reflections helps make your voice stand out.
- Focus on “trust-building” content to build interest and desire. Here, you have to earn the trust of your audience. Share success stories, testimonials, or behind-the-scenes moments to create valuable connections.
- To encourage the audience to take action, use “Offer” content, whether it’s a purchase of the product, an invitation for coffee, or an interview.
- Finally, don’t underestimate “Lifestyle” content. Sharing stories from your life or casual updates makes your personal brand more human and relatable. A mix of these types of content keeps your audience engaged and helps you reach your goals.
6) Develop publicity
Building a personal brand means actively engaging with your audience – it’s work you can’t fully delegate. Your authentic presence is key to building trust and credibility. There are many channels for publicity – media publications, mentoring, business communities, podcasts, conferences, awards, interviews, and much more.
Start by identifying the best publicity channels for your brand. Media publications are great for sharing your story and expertise with a broader audience. Podcasts and interviews allow you to connect on a personal level, while speaking at conferences or joining panel discussions positions you as an industry leader.
Thought leadership activities also help establish your authority. Consider mentoring, starting a podcast, or writing a blog/book to share your experiences and insights.
Don’t forget to integrate into communities based on your interests, like running or travel clubs. These environments allow you to connect more casually while reinforcing your authenticity.
7) Find the right sparring partner
Building a strong reputation is not a solo job – it’s a team effort. In 2025, the complexity of personal branding requires expertise in strategy, communication, and storytelling. Founders need more than just a strong idea; they need a clear message and a consistent way to share it.
Having the right sparring partner, such as a PR mentor, a communication advisor, or a specialized agency, is invaluable. This person doesn’t just help with crafting press releases or social media posts – they help shape the big picture and guide you through every step of the process.
They can also help you identify opportunities that align with your brand, whether it’s speaking engagements, interviews, or partnerships. They’ll guide you in navigating public perceptions, especially in challenging moments when a clear, authentic voice is most needed.
8) Analyze the effectiveness of your work
To grow your reputation, it’s crucial to measure the effectiveness of your communications. Set clear indicators from the start and continuously monitor progress. Create a robust system for tracking results and find a balance between measuring qualitative and quantitative indicators.
In social media, numbers of followers, views, and engagements matter, but you need to pay attention to dynamics. What kind of content grows and receives good feedback from the audience? Keep an eye on low-dynamics content and try to adapt it to your audience’s liking.
It is not less important to track qualitative values – who exactly your followers, commenters, and viewers are. Are they your target audience?
The same goes for networking. Don’t become a member of a community if it doesn’t match your dream network. If you sign up to attend events to network, do prior research on the event’s target audience.
The key to success is identifying your audience’s active spaces and consistently engaging with them.
