You Have to Build a Personal Brand Just Like You Build a Business
The Art of Personal Branding for Entrepreneurs, Founders, and Business Leaders
I was recently interviewed for an article in CO, the content platform by the U.S. Chamber of Commerce that supports and inspires small business owners and entrepreneurs. During the conversation, I shared a quote that captures a core belief of mine: “You have to build a personal brand just like you build a business.” It’s a simple statement, but one that reflects a deeply held philosophy I’ve embraced throughout my entrepreneurial journey—one I continue to share with every entrepreneur, founder, and business leader I work with.
When we talk about building a brand, most entrepreneurs immediately think of logos, websites, color palettes, and taglines. But a business brand, especially in its early days, is often an extension of its founder. Long before a company name gains recognition, the founder’s name, face, and story are what people connect with. That’s why personal branding is not a side activity or afterthought—it’s the foundation on which trust and visibility are built.
In the early stages of a business, it’s often the founder who creates the first impression. Whether you’re pitching investors, recruiting your first employees, or convincing a customer to take a chance on a new product or service, you’re not just selling what your company does—you’re selling who you are. Your passion. Your experience. Your purpose. All of that forms the heart of your personal brand.
This is especially true in leadership. When you’re in a position of influence—whether as a founder, CEO, or visionary behind a movement—your personal brand plays a crucial role in shaping the culture, credibility, and direction of your business. It becomes a reflection of your leadership style, your ethics, your drive, and your mission. Your voice becomes your company’s voice. Your reputation paves the way for partnerships, opportunities, and growth.
But here’s where the magic happens—when a personal brand is developed with sincerity and purpose, it transcends marketing and becomes a beacon of authenticity. A strong personal brand is not about self-promotion. It’s about self-expression. It’s not about perfection. It’s about relatability. And it’s not just about being visible—it’s about being valued.
The most impactful personal brands are built on transparency, integrity, and consistency. They’re not manufactured—they’re cultivated. Entrepreneurs who lean into their own stories, own their failures as well as their successes, and show up consistently—online and offline—become magnets for trust. And trust is the most powerful currency in business.
Personal branding isn’t reserved for social media influencers or public speakers. It’s a discipline every entrepreneur should embrace, regardless of industry. Whether you’re running a tech startup, a franchise network, a consultancy, or a restaurant chain, your personal brand sets the tone for how others perceive your business and how confident they feel in engaging with it.
Too often, I’ve seen entrepreneurs delay building their personal brands because they think they need more experience, a polished platform, or a proven track record first. But that’s backwards thinking. Building your personal brand from day one adds fuel to your growth. It creates a sense of presence and purpose that gives your business early momentum. It gives your audience someone to root for. And it allows you to lead from the front—not just behind a logo.
Over time, as your company matures and takes on an identity of its own, your personal brand continues to evolve with it. It opens new doors, inspires future ventures, and contributes to your legacy. It becomes something that lives beyond the business itself.
So, if you’re an aspiring entrepreneur or a current business leader wondering when the right time is to focus on your personal brand—the answer is now. Your journey, your voice, your why—they all matter. And when you build your personal brand with the same intention and care as your business, you don’t just create visibility—you create meaningful impact.
Because in the end, people do business with people. And your personal brand is how they get to know you.
About the Author
Paul Segreto brings over four decades of hands-on experience in franchising, restaurants, and small business development. A passionate advocate for entrepreneurship, Paul has helped countless individuals turn their visions into thriving ventures. Ready to take your next step in business or looking for expert insight to overcome today’s challenges? Reach out directly to Paul at paul@acceler8success.com — your path to success may be one conversation away.
About Your Entrepreneurial Success (YES)
Your Entrepreneurial Success (YES) is a dedicated platform created for aspiring entrepreneurs, family business stakeholders, and the next generation of partners and leaders. Recently launched, YES is designed to deliver the insight, strategy, and inspiration needed to successfully navigate — and thrive — throughout the entrepreneurial journey.
If you’re thinking of business ownership for yourself and learning how the choice of a franchise, startup or acquisition can “jump-start” both the process AND your earning potential, please visit OwnABizness.com. If interested in taking a deeper dive into how to succeed as an entrepreneur, please visit AccelerateSuccessCoaching.com.