The Power in Your Personal Brand as a Scale-Up Entrepreneur

Your personal brand is one of the most powerful tools in your entrepreneurial toolkit. As you navigate the exhilarating yet challenging journey of scaling your business, it’s not just your company’s growth that matters—it’s how you’re perceived as a leader that can make or break your success. Investors, partners, and customers are not only buying into your product or service; they’re buying into you. Your personal brand isn’t just an accessory to your business—it’s an integral part of its identity and future.

To harness the power of your personal brand effectively, it’s crucial to understand what a personal brand truly represents. Your personal brand is the perception that others have of you as a leader—formed through your actions, communications, and values. It’s the story people tell about you when you’re not in the room. As a scale-up entrepreneur, your brand should reflect the qualities that have driven your company’s trajectory: innovation, resilience, vision, and integrity. It should also encompass some of the things that make you uniquely you, like your personality and values. 

Building a strong personal brand requires intentionality and consistency. It’s about defining the unique value you bring, aligning it with your company’s mission, and communicating it authentically and consistently across all platforms. The more deliberate you are in crafting and maintaining your personal brand, the more effectively you can leverage it to influence, inspire, and drive your business forward.

Here are some tips to get you started on building your personal brand with intention and authenticity.

1. Clearly Define and Articulate Your Leadership Identity

Your personal brand begins with a deep understanding of your leadership identity—how you want to be perceived as the visionary behind your company’s success. This goes beyond simply identifying your strengths and values; it’s about articulating how these qualities drive your business forward. Consider:

• What leadership qualities do you embody that are crucial to your company’s growth?

• How does your vision for the company align with your personal values?

• What narrative do you want others to associate with your leadership?

Once you have a clear understanding of your leadership identity, you know exactly how you want to show up for your team every day and you know exactly how to describe your leadership style to potential investors, partners, and the like.

Former Zappos CEO, the late Tony Hsieh, knew exactly what kind of leadership he wanted to display. He was a firm believer in culture and went above and beyond to bring his employees together. The company culture he created was so powerful that when Zappos relocated from the Bay Area to Las Vegas in 2004, 70 of the 90 Zappos employees made the journey with them (Forbes, December 2020). There are few entrepreneurs who haven’t heard tales of the famous Zappos company culture, a legacy that continues to live on today beyond Hsieh’s leadership. 

Like Hsieh did, by clearly defining and articulating your leadership identity, you not only strengthen your personal brand but also gain a strategic asset that you can leverage across various aspects of your business. This clarity enables you to lead with confidence, inspire those around you, and drive your company’s continued success.

2. Align Your Personal Brand with Your Company's Scaling Mission

As your business scales, it’s essential that your personal brand reflects and amplifies your company’s mission. Your brand should be an extension of the values and goals that are driving your company’s growth. This alignment not only strengthens your credibility as a leader but also ensures that your personal and professional identities are working in harmony to propel your business forward.

If innovation is at the heart of your company’s success, your personal brand should emphasize your role as an innovator—whether through speaking engagements, thought leadership content, or social media.

Sarah Blakely, founder of Spanx, is an excellent example. On her foundation website, she says, “Before starting Spanx, I wrote in my journal that I wanted to invent a product that would make millions of women feel good. Spanx became my way to deliver comfort, support and confidence to women all over the world.” But her interest in helping women feel confident in their own skin didn’t end with Spanx. There are hundreds of videos and articles across the internet that feature Sarah giving an inspirational message to both women in business and women in general. Her LinkedIn page and other social media accounts are still bursting with inspiration and stories of the trials and tribulations she overcame before turning Spanx into a billion-dollar company. One quick glance makes it clear that empowering women is not just something her company (and now companies) does, but it’s something that she is deeply passionate about on a personal level. 

By aligning your personal brand with your company’s scaling mission, you reinforce your passion and leadership and create a cohesive narrative that supports your business’s growth.

3. Leverage Your Personal Brand to Build Strategic Relationships

In the scale-up phase, relationships with investors, partners, and customers become even more critical. Your personal brand can be a powerful tool in building and nurturing these relationships. A well-defined personal brand attracts like-minded individuals and organizations, making it easier to forge partnerships that align with your vision.

Use your personal brand to connect with key stakeholders by sharing your insights, experiences, and values. Engage in networking opportunities where you can showcase your leadership qualities, make new connections, and build trust. The stronger your personal brand, the more effectively you can influence and inspire those around you, paving the way for strategic relationships that support your business’s growth.

4. Consistently Communicate Your Brand Across All Platforms

Consistency is key to building a strong personal brand. As you scale your business, ensure that your brand message is consistently communicated across all platforms—whether it’s on social media, in public speaking engagements, or in written content. This consistency reinforces your leadership identity and helps establish you as a credible and trustworthy figure in your industry.

Love him or hate him, serial entrepreneur and venture capitalist Kevin O’Leary, epitomizes personal brand consistency. Whether you’re listening to his responses to pitches on Shark Tank as ‘Mr. Wonderful’, watching videos from the countless interviews he’s done, or perusing his LinkedIn page, O’Leary’s cut-to-the-chase, no-nonsense demeanor is ever-present. His communication style is direct and it’s clear that he values results, no matter where you see him. 

Consider how you present yourself online and offline. Are your values, vision, and leadership style clearly reflected in your communications? Consistent messaging not only strengthens your brand but also builds familiarity and trust with your audience, which is crucial as you guide your company through the scale-up phase.

5. Be Transparent and Authentic About Your Leadership Journey

Being transparent about your leadership journey can greatly enhance your personal brand. As you scale your business, be sure to share the challenges and lessons learned along the way. This transparency builds trust and relatability, making your brand more impactful.

Your personal brand should reflect your true self—your values, your vision, and your unique approach to leadership. By being open and honest, you create a brand that resonates deeply with your audience and inspires others to follow your journey.

As a scale-up entrepreneur, your personal brand is not just an accessory to your business, it’s a strategic asset that can significantly influence your company’s trajectory. Remember that your personal brand is a living entity that evolves alongside your company. By intentionally nurturing and refining your brand, you position yourself as a visionary leader capable of driving long-term success. Embrace the power in your personal brand, and let it propel both you and your business toward a future of unlimited potential.