As a small business CEO, your personal brand can be one of your most powerful assets. It humanizes your business, builds trust with customers, and establishes you as a leader in your industry. A well-crafted personal brand allows you to not only grow your business but also inspire your team, attract talent, and connect with your community. Here’s how you can create a strong personal brand that aligns with your role as a small business CEO.

Define Your Personal Brand Vision

Before you begin building your personal brand, get clear on what you stand for and how you want to be perceived.

  • What Are Your Core Values?
    Identify the values that drive you as a leader. Are you passionate about innovation, community impact, sustainability, or mentorship? Your values should align with your business’s mission.
  • What Is Your Expertise?
    Highlight the areas where you excel and how your unique skills or experience have shaped your leadership style.
  • Who Is Your Audience?
    Think about who you want to connect with through your personal brand—customers, employees, industry peers, or investors? Tailor your messaging to resonate with them.
  • What’s Your Personal Mission?
    Craft a concise statement about the impact you want to make as a leader and how it ties back to your business.

Align Your Brand With Your Business

As a CEO, your personal brand and your company’s brand are interconnected. Think how the late CEO of Zappos aligned their brand with company culture. Your personal narrative should complement the story of your business.

  • Share your “why.” Why did you start your business, and what problem are you solving?
  • Share your values and beliefs about people, customers, entrepreneurship and more.
  • Highlight how your leadership shapes your company culture and customer experience.
  • Showcase your business wins as part of your own achievements, but don’t shy away from sharing lessons learned from failures too.

Establish Your Online Presence

Your digital footprint is critical to your personal brand. Here’s how to get started:

  • Optimize Your LinkedIn Profile
    As a CEO, LinkedIn is a must-have platform. Make sure your profile is complete, professional, and highlights your role as a leader. Post updates about your business, thought leadership content, and insights from your industry.
  • Leverage Social Media Platforms
    Choose platforms where your audience is active. Instagram and Twitter are great for a behind-the-scenes look, while LinkedIn works well for professional insights.
  • Create a Personal Website
    Build a website that serves as a hub for your story, achievements, blog content, and speaking opportunities. Include links to your business and social profiles.

Develop a Thought Leadership Strategy

Position yourself as a thought leader in your industry by consistently sharing valuable insights.

  • Write Articles or Blogs
    Publish content on your personal website, LinkedIn, or other platforms to showcase your expertise and provide value to your audience.
  • Share Your Journey
    Post about your experiences as a CEO—both challenges and successes. Transparency builds trust and makes you relatable.
  • Speak at Events
    Participate in webinars, panels, or conferences to build authority and visibility in your industry.
  • Collaborate With Others
    Partner with industry peers to share insights, reach new audiences, and grow your influence.

5. Showcase Your Leadership Style

Your leadership style is a key part of your personal brand. Use it to demonstrate how you guide your business and inspire your team.

  • Share stories about how you make decisions, overcome obstacles, and empower your employees.
  • Highlight the principles you follow in running your business, such as fostering innovation, prioritizing customer service, or building a strong company culture.

6. Create Authentic Content

Authenticity is the foundation of a strong personal brand. Share content that reflects your values, experiences, and perspective.

  • Behind-the-Scenes Content: Give your audience a peek into your day-to-day life as a CEO.
  • Educational Posts: Share lessons you’ve learned or advice for other entrepreneurs.
  • Inspirational Stories: Talk about your journey, the challenges you’ve overcome, and the people who inspire you.
  • Engage With Your Audience: Respond to comments, answer questions, and join discussions to build a loyal community.

7. Build Credibility Through Recognition

As a small business CEO, earning credibility can significantly boost your personal brand.

  • Highlight Awards and Milestones: Share accolades, media features, and business achievements.
  • Showcase Testimonials: Share positive feedback from customers, employees, or industry peers to demonstrate your impact.
  • Contribute to Media Outlets: Write guest articles or participate in interviews to position yourself as an authority.

8. Network and Collaborate

Your personal brand grows when you connect with others.

  • Engage With Industry Leaders: Build relationships with other business owners, thought leaders, and influencers in your niche.
  • Mentor or Be Mentored: Share your knowledge with aspiring entrepreneurs or seek advice from seasoned professionals.
  • Collaborate With Complementary Brands: Partner with other businesses for events, promotions, or joint projects.

9. Be Consistent Across All Channels

Consistency is key to building a recognizable personal brand.

  • Use the same tone of voice, messaging, and visuals across your social media, website, and other platforms.
  • Regularly post and update content to stay visible and relevant.
  • Align your personal brand with your company’s marketing efforts for a cohesive presence.

Measure and Adapt

Track the success of your personal branding efforts to ensure you’re reaching the right audience.

  • Monitor Engagement: Use analytics tools to measure likes, comments, shares, and follower growth.
  • Solicit Feedback: Ask your team, peers, or audience for feedback on your content and message.
  • Refine Your Strategy: Adjust your approach based on what resonates with your audience.

Creating Brand Awareness

CEOs have numerous opportunities to create brand awareness beyond traditional marketing efforts. Here are strategies that can help CEOs establish thought leadership, expand their reach, and enhance brand visibility:

Write a Book

  • Why: A book positions the CEO as an authority in their field and builds credibility.
  • How:
    • Share insights, frameworks, or lessons learned from running a business.
    • Write about industry trends or leadership principles that resonate with your audience.
    • Use the book as a platform for public speaking or media appearances.
  • Example: Start with Why by Simon Sinek helped establish him as a thought leader in leadership and inspiration.

My friend Jeff Hilimire helps entrepreneurs with book publishing at Ripples Media. Several of my friends have written books to create awareness about who they are and what they do:

Launch a Podcast

  • Why: Podcasts create a personal connection with listeners and allow for in-depth discussions on topics you care about.
  • How:
    • Choose a niche topic relevant to your business or industry.
    • Invite guests, including other entrepreneurs, experts, or customers, to share their stories.
    • Use the podcast to subtly promote your business while delivering value.
  • Example: How I Built This by Guy Raz features stories of entrepreneurs and has built a massive following.

Ed Mylett has the best podcast there is. He is a gracious host with amazing guests.

Host Webinars or Online Workshops

  • Why: Webinars position you as an educator and offer opportunities for direct interaction with your audience.
  • How:
    • Teach a skill, share industry insights, or showcase your company’s solutions.
    • Promote your webinar through LinkedIn, email, and your website.
    • Use the sessions to build an email list or generate leads.
  • Example: A CEO in tech could host a webinar on “How AI is Transforming Small Business Operations.”

Speak at Conferences and Events

  • Why: Public speaking builds authority and connects you with industry professionals.
  • How:
    • Apply to speak at industry events, trade shows, or local business meetups.
    • Focus your talks on actionable insights or lessons from your business journey.
    • Promote your speaking engagements on social media and your website.
  • Example: Sharing a talk at a TEDx event can elevate your profile significantly.

Build a Strong LinkedIn Presence

  • Why: LinkedIn is a powerful platform for thought leadership and networking.
  • How:
    • Post regularly about industry insights, leadership lessons, or company milestones.
    • Engage with your network by commenting on others’ posts and joining discussions.
    • Use LinkedIn newsletters to share long-form, value-driven content.
  • Example: CEOs like Ryan Roslansky (LinkedIn CEO) use the platform to engage their audience and build their personal brand.

Collaborate with Influencers

  • Why: Partnering with influencers expands your reach to their audience.
  • How:
    • Identify influencers in your industry or niche.
    • Collaborate on co-branded content, such as interviews, videos, or joint projects.
    • Highlight your expertise while tying it to their established platform.
  • Example: A CEO of a fitness company could partner with a health influencer to discuss trends.

Dain Walker is a brilliant example of an Instagram influencer on the topic of Branding.

Create Video Content

  • Why: Videos are highly engaging and can showcase your personality and expertise.
  • How:
    • Record short videos sharing business tips, answering FAQs, or discussing industry trends.
    • Post these videos on platforms like LinkedIn, Instagram, or YouTube.
    • Use live videos for real-time interaction with your audience.
  • Example: Gary Vaynerchuk uses videos extensively to build his personal and business brand.

Write for Industry Publications

  • Why: Publishing in respected outlets boosts your credibility and reaches a targeted audience.
  • How:
    • Submit articles or op-eds to industry magazines, online publications, or blogs.
    • Share expertise on relevant topics, from leadership to industry-specific challenges.
    • Include a byline with your business information to drive awareness.
  • Example: Writing for Forbes, Entrepreneur, or Inc. can position you as an expert.

Create an Online Course

  • Why: Online courses position you as an educator and generate passive income or leads.
  • How:
    • Develop a course around your expertise (e.g., leadership, marketing, or sales).
    • Host it on platforms like Teachable or Thinkific, or directly on your website.
    • Use it as a lead magnet or revenue stream.
  • Example: A CEO in e-commerce might create a course on “Scaling Your Online Store.”

Run Social Media Campaigns

  • Why: Social media amplifies your reach and keeps you top-of-mind.
  • How:
    • Share personal stories, business milestones, or lessons learned.
    • Post a mix of content, from professional insights to behind-the-scenes glimpses.
    • Engage directly with followers through comments and messages.
  • Example: Sharing a “day in the life” series can humanize your brand and build trust.

Write a Newsletter

  • Why: A newsletter keeps you connected with your audience and builds trust over time.
  • How:
    • Share industry news, tips, and personal stories in a regular email or LinkedIn newsletter.
    • Use it as a platform to promote content like blogs, videos, or events.
    • Engage readers with thought-provoking questions or calls to action.
  • Example: A monthly “CEO Insights” newsletter could attract a loyal following.

By combining these strategies, CEOs can create a well-rounded personal brand that not only drives awareness for their business but also positions them as thought leaders in their field. Choose the tactics that align best with your expertise, audience, and goals!

My friend Paul Olinger has a great newsletter – Money, work, and other things that piss me offon Substack.

What to Post on LinkedIn

LinkedIn can be a great place to post content. One of my favorite people to follow is David C. Baker. Here is a list of topics a small business CEO can write about to build a personal brand and following on LinkedIn:

Thought Leadership

  • The future of your industry: trends and predictions.
  • The biggest lessons you’ve learned as a business owner.
  • How technology (e.g., AI) is changing your industry.
  • Insights on building a resilient business during uncertain times.
  • The role of small businesses in driving innovation.

Personal Experiences

  • Your journey to becoming a CEO.
  • A pivotal moment or decision that shaped your business.
  • Mistakes you’ve made and what you learned from them.
  • How you balance work, life, and personal growth as a CEO.
  • A story about overcoming challenges as an entrepreneur.

Leadership and Team Building

  • How to build a high-performing, cohesive team.
  • The importance of communication in leadership.
  • How to inspire and motivate your team.
  • Strategies for delegating effectively.
  • The role of empathy in leadership.

Entrepreneurship

  • The hardest part about starting your business—and how you handled it.
  • How to validate a business idea before launching.
  • Balancing innovation and risk in entrepreneurship.
  • The role of failure in entrepreneurial success.
  • Tips for staying motivated during slow periods.

Productivity and Mindset

  • Tools or techniques you use to stay productive as a CEO.
  • How to stay focused on your business goals.
  • The power of mindset in achieving business success.
  • Books, podcasts, or courses that have inspired you.
  • How you manage stress and avoid burnout.

Social Impact

  • How your business is giving back to the community.
  • The importance of small businesses in driving local economies.
  • Your thoughts on sustainability and business responsibility.
  • How you incorporate social or environmental goals into your strategy.
  • Inspiring stories about the positive impact of your business.

Trends and Technology

  • How small businesses can leverage AI and automation.
  • The tools and software you use to streamline operations.
  • Emerging trends that small businesses should watch.
  • How technology is democratizing opportunities for small businesses.
  • Your perspective on the digital transformation of business.

Culture and Values

  • How you define and maintain your company culture.
  • The role of values in driving your business decisions.
  • Why diversity, equity, and inclusion matter for small businesses.
  • Lessons on creating a mission-driven company.
  • How to embed authenticity in your brand and leadership style.

Advice for Aspiring Entrepreneurs

  • What you wish you knew before starting your business.
  • Advice for people transitioning from employees to entrepreneurs.
  • How to handle doubt and fear as a new business owner.
  • Tips for building your first customer base.
  • How to learn from competitors without copying them.

Current Events and Industry News

  • Your take on a recent industry development.
  • How macroeconomic factors affect small businesses.
  • Reflections on major events (e.g., a new policy, market shifts).
  • How you stay informed and adapt to changing conditions.
  • Commentary on the role of small businesses in societal change.

Celebrations and Milestones

  • Celebrating a business anniversary or achievement.
  • Highlighting an employee or team success story.
  • Thanking customers or partners for their support.
  • Reflections on reaching a significant revenue or growth milestone.
  • Lessons learned from a particularly challenging year.

Tips for Success:

  • Be Authentic: Share your real experiences and lessons. Audiences value vulnerability and honesty.
  • Engage: Respond to comments, ask questions, and start conversations.
  • Be Consistent: Post regularly to stay visible and top-of-mind.
  • Add Value: Focus on sharing insights, tips, and stories that educate or inspire others.

Final Thoughts: Personal Branding for CEOs

Building a personal brand as a small business CEO takes time and intentionality, but it’s one of the most impactful things you can do for yourself and your business. A strong personal brand establishes you as a leader, builds trust with your audience, and amplifies your company’s story.

Remember, your personal brand is not just about showcasing your success—it’s about sharing your journey, your values, and your unique perspective. Stay authentic, focus on providing value, and watch your personal brand grow into a powerful tool for success.