Why Every Founder Needs a Brand in 2025

A strong founder brand builds trust, attracts clients and investors, and sets the tone for your company. Even if self-promotion feels uncomfortable, credibility and visibility start with you.

For years, I ignored my own advice. I told my founder clients to build their brands while hiding behind mine. It was the content-marketing version of a heart surgeon eating fast food in the car park between surgeries. It was easier to stay invisible than climb what I recently heard decribed as Cringe Mountain. But once Only Good Content was established, I realised the truth - people buy into you before they buy your business.

What is a founder brand?

A founder brand is the personal credibility and public identity that sit behind your business. It's the way clients, investors and peers understand who you are, what you stand for and why they should trust you. Early on, that trust is often the only tangible asset you have, which makes your visibility non-negotiable.

Why founders avoid building their brand

Many founders hesitate because it feels self-indulgent or “cringe". As human beings, we're afraid of looking silly or being judged. In reality, it's professional due diligence when you're running a commercial enterprise.

Without a visible founder, your company looks faceless, and faceless businesses struggle to earn confidence and trust. And as I've written about before, trust is currently declining, which is a challenge that can be addressed with better content and credible human faces.

If you lead a consultancy or early-stage venture, you are the brand until your team and reputation can carry the story. Then, and only then, can you take a small step back.

The moment founder visibility becomes essential

As your business matures, the credibility gap widens between those who show up and those who stay silent. Thought leadership, podcasts, media quotes and even consistent LinkedIn posts create proof of expertise.

If you're inclined to think of this as vanity, stop it. It's validation, and it's what good founders do. When clients or investors research you, your digital footprint decides whether you make the shortlist.

I climbed my own personal Cringe Mountain the first time I posted a video of me talking on LinkedIn, which you can watch below. I was expecting crickets; it performed way better than expected and I've had some fantastic conversations with existing and new clients since I started doing things differently.

Climbing my own personal Cringe Mountain (AKA building my founder brand) on LinkedIn earlier this year.

How to build a founder brand (without the cringe)

Start small. Pick one channel and show up consistently. Share ideas, lessons and opinions. Keep the self-promotion to a minimum. Anchor your content to real experience so it feels earned. Over time, visibility becomes comfortable, then indispensable.

The goal is authentic visibility: being recognisably you, without performance.

Quick checklist for getting started

• Choose one platform (LinkedIn, industry podcast, or media column).

• Publish or speak once a fortnight.

• Focus on insight, not sales.

• Measure connection quality, not likes or follower count.

Founder brand FAQs

Q: What is the difference between a founder brand and a business brand?

A founder brand builds personal trust; a business brand represents the company. Early-stage ventures, or those based on the principal's skills, rely on the founder’s credibility to lift both.

Q: Do all founders need a personal brand?

Yes. Whether you lead a consultancy, startup, or product company, investors and clients are buying your judgment before your service.

Q: How do I build a founder brand if I hate self-promotion?

Focus on ideas and experiences. You don't have to share selfies and personal information. Write, speak, or share insight that helps your audience, so authenticity replaces the cringe.

See what founder branding looks like in real life

Want to see what a founder brand looks like up close?

I’m on LinkedIn, sharing the thinking behind great content, and Instagram, showing the founder journey as it happens.

If you've been putting off your own brand, maybe it’s time to start the climb. Let’s talk.