The power of online branding in a noisy market

At a recent panel discussion on building and scaling tech teams, a recurring challenge stood out – hiring and opening doors is significantly harder without a strong company brand.

Building a company’s brand takes time; a logo or catchy tagline is no longer enough. People still seek genuine connections in an era of information overload and growing distrust.

After the event, I posted on my channels about how personal branding can be a powerful competitive advantage in today’s crowded market.

Here are some of the key points:

• CEO reputation matters. A study conducted by Weber Shandwick in collaboration with KRC Research surveyed over 1,700 executives across nineteen countries. They found executives worldwide attribute 44% of their company’s market value and nearly half (45%) of a company’s reputation to the CEO’s personal reputation.
• People buy from people. As Grace Gong (top LinkedIn and Silicon Valley voice for venture capital) put it so well, we live in an internet-first era where your online presence serves as social proof, both professionally and personally. Leila Oliveira (top LinkedIn leading voice in venture capital) shared that due diligence on founders often starts online. I also know that many executive search professionals rely on LinkedIn when evaluating candidates, and many news stories are sourced from online social media platforms.

  

• Social media influence drives business. LinkedIn’s insights team shared at SXSW last year (2024) that 56% of professionals say a business executive’s presence on social media positively influences their purchase decision, while 68% are more likely to recommend a company or brand if they follow an executive online.
• Employees have greater reach than corporate accounts. Brand messages gain more traction when shared through employees’ personal accounts rather than the company’s official page. The rise of user-generated content (have you seen the marketing lately?) proves that people trust individuals more than brands, especially as a way to cut through noise – consumers are seeking relatability over perfection.
• Thought leadership shapes perception. A strong personal brand can significantly improve potential employees’ perception of a company, making it more attractive to top talent. It is also a great inexpensive strategy if you are looking to expand your operations and don’t have a large marketing budget – people buy and work for people, your personal brand can be your competitive advantage in a crowded market. I have seen several companies successfully harness their CEO personal brand as part of their expansion.
• The creator economy is evolving. The focus is shifting from public fame and content overload to private access and hyper-personalisation. High-paid creators and sought-after professionals are no longer playing the content game, they are monetising access and connection. This means you don’t need a massive following to achieve your goals. (Great insight from Doone Roisin, founder of Female Startup Club.)
• A loyal community fuels business growth. When companies genuinely invest in a brand, scaling becomes a collaborative effort between the business and its customers. Imagine if customers are advocating your company to your target audience.
• Storytelling is a competitive edge. Connection, authenticity and trust are the foundation of modern branding. A compelling story that resonates with your audience will set you apart. 

Your personal brand is a key driver of growth and revenue. Investing in online branding is a great avenue to cut through the noise, save costs and attract the right culture, partnerships and talent both locally and globally (if that’s on your agenda).

• This is an edited extract from The Briefcase Effect (Grammar Factory $24.99) by Vinisha Rathod. See thebriefcaseeffect.com