Why Personal Branding Is The New Business Branding
Nitin Gupta, founder of QRCodeChimp. He's a technology leader with over two decades of technology development and management experience.
getty
I met a young Punjabi entrepreneur at a networking event in San Francisco a few years ago. Let's say his name was Manjit. As startup founders, we bonded quickly.
Manjit was looking for investments for his tech firm. He met every angel investor possible to hand over his visiting cards and deliver a well-rehearsed elevator pitch about his product. He was confident that his energetic pitch would land him the opportunity he sought.
He ended the event with high hopes.
The following year, I met Manjit again at the same event. He revealed that he was still looking for an investor. But this year, he approached them with a different plan.
Instead of a pitch, Manjit had a story to tell—the problem he identified as an expat living in a foreign land, how his product would address it and how millions of expats would benefit from it, promising great ROI.
Manjit's story worked—he secured seed funding, and I learned a valuable lesson: Personal branding is no longer optional; it has become the foundation of business branding.
The modern customer craves authenticity. Many people want to know the stories and faces behind a company. According to Edelman's 2023 Trust Barometer, 63% of people trust their neighbors, while 48% trust CEOs. Often customers want to know what an individual says about a brand more than what the brand says about itself. Some entrepreneurs have even become household names because of their voice and presence, making them more relatable to the common person than their companies.
Traditional branding, such as logos, colors and taglines, still matters. However, I've noticed that what attracts customers and builds trust with them is the human behind the brand.
The short answer is: Emotion wins over noise. Most people don't want to hear sales pitches. However, people are constantly bombarded by social media ads, marketing emails and website pop-ups, almost exasperating them. Here, personal branding works like a fresh breath of air.
When someone speaks, shares a personal anecdote, tells a story or admits to a mistake, people listen, relate and often connect emotionally. Personal branding allows people to see the human behind the brand.
• The power of word-of-mouth marketing: Back in 2012, a Nielsen study found that 92% of consumers trusted earned media, including individual recommendations, over brand messaging. Fast-forward to today, and much of that trust has shifted to social media influencers and vocal business leaders who shape opinions and drive purchasing decisions.
• Relatability: The efficacy of a human connection is undeniable. When someone hears an entrepreneur talk about dreams, aspirations or failures, they can often instantly relate to the situations—a feat an inanimate object like a corporate brand can't achieve easily.
• Engagement: Personal stories on LinkedIn and other social media platforms often see higher engagement than brand posts. Why? They feel real and build trust, encouraging people to buy from you, recommend you and invest in you.
• Relevance: Personal branding keeps you visible. When you consistently express your opinion on various trending topics in addition to your business, you stay relevant (so does your brand).
• Legacy: Your personal brand stays with you. Unlike businesses, which can grow, evolve or fail, your words, reputation and presence remain.
I think Elon Musk is a good example of personal branding. Many people associate his personality, unfiltered views and futuristic vision directly with his companies like Tesla and SpaceX. Meanwhile Richard Branson's adventurous, bold personality makes Virgin come across as approachable and daring to many people.
In India, I think Anand Mahindra's personal brand as someone who's thoughtful, witty and socially conscious has enhanced Mahindra Group's global corporate image. And Ankur Warikoo built a massive audience by sharing personal stories, career lessons and failures.
First things first, you don't need an avant-garde media team or to spend tons of money to build your personal brand. Here's how to do it instead:
• Pick a platform: Identify your customer demographics and where they spend most of their time. It could be LinkedIn, Instagram, Twitter/X or YouTube—or all of these. Start with one platform, be consistent, and scale as your audience grows.
• Share your story: Talk about your journey—why did you start your business, and how are you addressing an issue? Talk about the challenges and the solutions. Trust me, people are more interested in listening to a story than reading product features.
• Offer value: Teach and inspire people. Share lessons, mistakes, wins and insights.
• Be real: Dare to be imperfect. Don't overthink. People typically connect more to real human personas rather than the sanitized versions.
• Engage: Build a community. Start conversations and respond often. Reply to comments, and show support to people and causes.
You might be wondering: "Is all this effort worth it?"
Absolutely.
It can shorten sales cycles because people already trust you. It can attract talent because people want to work "with" you, not just your company. It can open doors to speaking gigs, media coverage and partnerships. And it can make your business more resilient because your presence keeps your brand alive.
Personal branding is not about ego. It's about connection. People want to know who you are, not just what you sell. As an entrepreneur, showing up as yourself can be your biggest differentiator. The world doesn't just need more products—it needs more people who are real, relatable and driven by purpose.
So the next time you think of investing in your business brand, ask yourself—what am I doing to build my brand?
Your face, your voice, your story—it's the brand people trust.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
CBS News
38 minutes ago
- CBS News
Fred Smith, founder of FedEx and father of Steelers offensive coordinator, dies at 80
Fred Smith, the founder of the FedEx Corporation, which revolutionized express delivery, and father of the Steelers' offensive coordinator, has died at 80, according to Memphis Mayor Paul Young. "Fred Smith was more than a business leader; he was a visionary whose ideas reshaped not only the global economy but the very identity of Memphis," said Mayor Young. "When he founded FedEx, he didn't just launch a company, he changed the way the world moves." Smith, the Marine Corps veteran, started FedEx in the 1970s, and in 1973, it began operation. They delivered small parcels and documents at first, and it ultimately grew into a global transportation and logistics company with an average of 17 million shipments per day. Smith would step down as CEO in 2022 but would remain as the executive chairman of the company. "As we begin to process this tremendous loss, it is important that we take care of one another and demonstrate the passion and compassion that Fred embodied every day," said Raj Subramaniam, FedEx President, CEO, and Director. "In the coming days and weeks, I know we will all find ways to honor his memory and pay tribute to his legacy." In a 2023 interview with the Associated Press, Smith discussed a gift to the Marine Corps Scholarship Foundation that he believed could grow in value to $65 million. "The thing that's interested me are the institutions and the causes, not the naming or the recognition," he said at the time. The Steelers hired Fred's son, Arthur, in 2024 after he spent 2021-23 as the head coach of the Atlanta Falcons. He has been a coach in the NFL since 2007, when he first was the defensive quality control coach for Washington. He would then go on to Tennessee, where he held multiple jobs, including defensive quality control coach, offensive quality coach, assistant offensive line coach, assistant tight ends coach, and offensive coordinator. We have reached out to the Steelers for comment and will update the story once we hear back.
Yahoo
39 minutes ago
- Yahoo
Upstart Holdings (NasdaqGS:UPST) Shares Surge 28% Over Last Month
Upstart Holdings recently announced a partnership with All In Credit Union to expand personal loan access, potentially influencing its share price movement. The company's stock rose by 28% over the past month, which stands out given the broader market was flat in the last week. This alignment with Upstart's strategies to broaden its reach and enhance service offerings might have added positive momentum to its stock performance, counterbalancing the overall market trends. The partnership emphasizes Upstart's proactive steps in leveraging its platform to offer customized loan solutions, enhancing its position within the financial technology sector. We've spotted 2 warning signs for Upstart Holdings you should be aware of. AI is about to change healthcare. These 22 stocks are working on everything from early diagnostics to drug discovery. The best part - they are all under $10b in market cap - there's still time to get in early. Upstart Holdings' recent partnership with All In Credit Union is positioned to enhance its loan portfolio by expanding personal loan access. This development aligns with Upstart's enhancements in underwriting and automation, potentially improving loan approval rates and reducing default risks. Such improvements could positively impact both revenue and earnings forecasts by increasing origination volumes and enhancing net margins. Analysts expect Upstart's revenue to grow significantly, reflecting these changes. Although Upstart's stock has risen 28% in the past month, it's important to note that the total shareholder return over the last year, including dividends, was a substantial 168.07%. Over the past year, Upstart's performance outpaced both the broader US market and the US Consumer Finance industry, which returned 10% and 30.5% respectively. The company's share price movement towards the consensus price target of US$56.63 indicates a slight discount of approximately 2.39%. This shows potential for further price adjustments if revenue and earnings forecasts are met. Still, the stock remains expensive based on its Price-To-Sales Ratio compared to industry averages. The ongoing developments will be crucial for future profitability and may influence investor confidence, supporting Upstart's positioning within the financial technology sector. Jump into the full analysis health report here for a deeper understanding of Upstart Holdings. This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned. Companies discussed in this article include NasdaqGS:UPST. This article was originally published by Simply Wall St. Have feedback on this article? Concerned about the content? with us directly. Alternatively, email editorial-team@
Yahoo
39 minutes ago
- Yahoo
This LinkedIn Message Could Cost You Your Life Savings—How To Avoid The Crypto Scam The FBI Says is Targeting Professionals
Benzinga and Yahoo Finance LLC may earn commission or revenue on some items through the links below. Federal authorities have filed to seize nearly $680,000 in cryptocurrency connected to a sophisticated romance scam that devastated two victims, highlighting the growing threat of crypto-enabled fraud targeting everyday investors. The case, filed by the U.S. Attorney's Office for the Northern District of Ohio, reveals how scammers are weaponizing both human psychology and cryptocurrency's complexity to steal life savings. The seizure involves 679,981.22 Tether, a stablecoin pegged to the U.S. dollar, representing the traceable portion of funds stolen from victims in Ohio and Arizona. Don't Miss: — no wallets, just price speculation and free paper trading to practice different strategies. Grow your IRA or 401(k) with Crypto – . The primary victim, a Solon, Ohio resident, fell prey to 'Kristina Tian,' who initiated contact through LinkedIn in July 2024. The scammer followed a methodical playbook: Platform Migration: Moving from LinkedIn to WhatsApp to avoid platform monitoring Trust Building: Developing a friendly relationship before introducing financial topics Credibility Establishment: Showcasing supposed cryptocurrency trading successes Proof of Funds: Getting the victim to reveal significant assets, including $500,000 in his Kraken account Confidence Building: Allowing a small withdrawal to establish trust before the larger theft When confronted after FBI intervention, the alleged scammer revealed the cruel reality with mocking messages: 'I feel for you. But thank you for you giving me half of your savings' and 'Glad to use your life savings." The second victim demonstrates how these scams transcend demographics. An Arizona woman met her alleged scammer on the Coffee Meets Bagel dating app. After building trust, he allegedly convinced her to invest in cryptocurrency through then transfer funds to a fraudulent platform. Her losses tell a devastating financial story: $15,000 withdrawn from her 401(k) retirement account $48,000 from a home equity loan her daughter secured Total loss: $63,000 representing her retirement security and family debt Unlike traditional financial fraud, cryptocurrency transactions create permanent public records on blockchain networks. Investigators leveraged this transparency to: Track Fund Movement: Following transactions across multiple cryptocurrency addresses Identify Conversion Patterns: Tracing how stolen funds were converted to USDT Map Criminal Networks: Discovering additional funds beyond the traceable victim losses Establish Money Laundering: Identifying patterns consistent with criminal proceeds laundering, The investigation revealed that criminals had converted stolen cryptocurrency to Tether, or USDT, across two addresses on the Tron blockchain, a common technique for moving illicit funds due to USDT's stability and liquidity. Trending: New to crypto? on Coinbase. Platform Progression Warning Signs: Initial contact through professional networks, such as LinkedIn or dating apps Requests to move conversations to encrypted messaging apps Unsolicited investment advice from new online connections Pressure to use unfamiliar trading platforms Investment Red Flags: Guaranteed returns with no risk Requests to transfer funds from legitimate exchanges to unknown platforms Complex withdrawal processes or fees Limited-time investment opportunities Psychological Manipulation Tactics: Building romantic or friendly relationships before financial discussions Sharing 'proof' of trading success Requesting screenshots of your account balances Creating urgency around investment opportunities Before You Invest: Verify Platform Legitimacy: Only use established, regulated cryptocurrency exchanges Independent Research: Never invest based solely on recommendations from online contacts Start Small: Test any new platform with minimal amounts first Professional Consultation: Discuss significant investments with licensed financial advisors During Conversations: Maintain Skepticism: Be wary of unsolicited investment advice, especially from new contacts Protect Private Information: Never share account screenshots or balance information Verify Identity: Video calls and reverse image searches can help verify online contacts Trust Your Instincts: If something feels too good to be true, it probably is If You Suspect Fraud: Stop All Transactions: Immediately cease further investments or communications Document Everything: Save all messages, transaction records, and platform details Report Immediately: Contact the FBI's Internet Crime Complaint Center and your local field office Professional Help: Consult with cybercrime attorneys or financial recovery specialistsThis case represents a fraction of the estimated $5.6 billion lost to cryptocurrency scams in 2023, according to Federal Trade Commission data. Romance scams specifically accounted for $1.3 billion in losses, with median individual losses of $9,000. Why Crypto Appeals to Scammers: Irreversible Transactions: Unlike credit cards or bank transfers, cryptocurrency transactions cannot be reversed Pseudonymous Nature: While transactions are public, wallet addresses don't directly reveal personal identity Global Reach: Criminals can operate across international boundaries with reduced law enforcement coordination Technical Complexity: Many victims don't fully understand cryptocurrency mechanics, making deception easier If successful, the Department of Justice's forfeiture action demonstrates that law enforcement is developing sophisticated cryptocurrency tracking capabilities. The seized funds would be returned to victims, though recovery is never guaranteed and often partial. The Legal Process: Asset Identification: Investigators trace stolen funds using blockchain analysis Civil Forfeiture: Government files civil complaints against the cryptocurrency itself Court Proceedings: Government must prove by preponderance of evidence that funds are proceeds of crime Victim Restitution: Recovered funds are distributed to verified victims While cryptocurrency offers legitimate investment opportunities, it also provides new tools for sophisticated criminals. The Ohio and Arizona victims' experiences demonstrate that education, skepticism, and proper security measures are essential for anyone entering the crypto space. As federal authorities develop better tools for tracking and recovering stolen cryptocurrency, the message to both investors and criminals is clear: blockchain technology that enables crime also provides the evidence trail for prosecution. For investors, the best protection remains old-fashioned due diligence combined with modern security practices. Read Next: Maker of the $60,000 foldable home has 3 factory buildings, 600+ houses built, and big plans to solve housing — Image: Shutterstock This article This LinkedIn Message Could Cost You Your Life Savings—How To Avoid The Crypto Scam The FBI Says is Targeting Professionals originally appeared on Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
