This is a living document on founder branding.
Updated: 12-AUG-2024
By: Mo Shehu
What is founder branding?
Founder branding is when a company’s brand is closely linked to its founder, who acts as its main brand ambassador. Founder branding works well for startups and businesses where the founder plays a key role.
The founder’s personality helps the company stand out from the competition, which usually hides behind a corporate logo when marketing.
Evidence of founder branding as a credible growth strategy
Founder branding can be a credible growth strategy. Many of your favorite products and services were built on founder brands, including the device you’re using to read this. Here are several real-world examples:
- Apple and Steve Jobs:
- Steve Jobs’ vision, design philosophy, and storytelling played a key role in building Apple’s brand.
- His keynote presentations and public appearances helped create a loyal customer base.
- After his return to Apple in 1997, the company saw significant growth and launched iconic products like the iPhone and iPad.
- Tesla and Elon Musk:
- Elon Musk’s active presence on social media and in the media has kept Tesla in the public eye.
- His vision for sustainable energy and innovative products has attracted a dedicated following.
- Tesla’s stock and sales have grown significantly as Musk’s personal brand has become more prominent.
- All his ventures receive a boost because he’s associated with it: Tesla, Starlink, The Boring Co, and his various investments.
- OpenAI and Elon Musk/Sam Altman:
- Elon Musk, as one of the co-founders, brought significant attention to OpenAI through his high profile and reputation for innovation.
- Sam Altman, another co-founder and former CEO, is known for his leadership in the tech industry and his role at Y Combinator, which added credibility to OpenAI.
- The involvement of these influential figures has helped OpenAI gain trust and recognition in the field of artificial intelligence, aiding its growth and partnerships.
- Dangote Group and Aliko Dangote:
- Aliko Dangote’s personal story of entrepreneurship and his vision for industrialization in Africa are central to the Dangote Group’s brand.
- His reputation as a leading businessman and philanthropist has built significant trust and credibility for the company.
- The Dangote Group’s growth into one of Africa’s largest conglomerates, spanning sectors like cement, sugar, and oil, is closely linked to Dangote’s strong personal brand and leadership.
- Berkshire Hathaway and Warren Buffett:
- Buffett’s reputation as a savvy investor has become synonymous with Berkshire Hathaway’s brand.
- His annual shareholder letters and public statements provide transparency and build trust among investors.
- Berkshire’s success and stability are closely linked to Buffett’s personal brand, often referred to as the “Oracle of Omaha,” attracting investors who trust his judgment and investment strategies.
- Virgin and Richard Branson:
- Richard Branson’s adventurous spirit and charismatic personality are closely tied to the Virgin brand.
- His personal exploits, like attempting to break world records, have kept Virgin in the news.
- Virgin Group has expanded into various industries, benefiting from Branson’s strong personal brand.
- Spanx and Sara Blakely:
- Sara Blakely’s story of starting Spanx with $5,000 in savings is a key part of the brand’s narrative.
- Her personal involvement and media appearances have built trust and credibility.
- Spanx has grown into a billion-dollar company, with Blakely’s story inspiring many entrepreneurs.
- Amazon and Jeff Bezos:
- Jeff Bezos’ customer-centric vision and innovative approach have been central to Amazon’s growth.
- His leadership style and focus on long-term growth have built investor confidence.
- Amazon’s rise to becoming a global e-commerce giant is closely tied to Bezos’ brand.
- Facebook and Mark Zuckerberg:
- Mark Zuckerberg’s vision for connecting people has been central to Facebook’s identity.
- His frequent public statements and strategic decisions have shaped the company’s direction.
- Facebook’s growth into a global social media giant is closely linked to Zuckerberg’s leadership and personal brand.
- Nike and Phil Knight:
- Phil Knight’s story of starting Nike from selling shoes out of his car is a key part of the brand’s history.
- His focus on innovation and athlete endorsement has driven Nike’s marketing strategy.
- Nike has grown into one of the world’s leading athletic brands, with Knight’s story inspiring its “Just Do It” ethos.
- Alibaba and Jack Ma:
- Jack Ma’s rags-to-riches story and charismatic leadership have been crucial to Alibaba’s brand.
- His global vision and ability to navigate challenges have built investor and consumer confidence.
- Alibaba’s rapid expansion into a global e-commerce leader is tied to Ma’s personal brand and leadership.
- Hello Sunshine and Reese Witherspoon:
- Reese Witherspoon’s commitment to telling female-driven stories is at the heart of Hello Sunshine’s mission.
- Her involvement in selecting and producing content has drawn attention to the brand.
- Hello Sunshine has achieved significant success in film, television, and book publishing, largely driven by Witherspoon’s reputation and advocacy for women’s stories.
- Nvidia and Jensen Huang:
- Jensen Huang’s vision for graphics processing and AI has been pivotal to Nvidia’s innovation and market leadership.
- His active role in product development and public presentations, such as keynote speeches at industry events, has positioned him as a key figure in tech advancements.
- Nvidia’s growth and dominance in sectors like gaming, AI, and data centers are closely tied to Huang’s personal brand as a visionary and influential leader in technology.
- Skims and Kim Kardashian:
- Kim Kardashian’s personal brand and massive social media presence have been pivotal in Skims’ success.
- Her involvement in product design and marketing has made Skims highly popular.
- Skims has grown rapidly in the shapewear industry, driven by Kardashian’s influential personal brand.
- Fenty Beauty and Rihanna:
- Rihanna’s global fame and commitment to diversity and inclusion are central to Fenty Beauty’s brand.
- Her active promotion and personal touch in product development have attracted a broad customer base.
- Fenty Beauty’s success in the cosmetics industry is closely linked to Rihanna’s personal brand and influence.
- Oprah Winfrey:
- Oprah’s personal story of overcoming adversity and her authenticity have built a loyal audience.
- Her brand extends beyond television to magazines, books, and other media ventures.
- Oprah’s influence and credibility have made her one of the most successful and trusted brands in entertainment.
- Dr. Phil McGraw:
- Dr. Phil’s straightforward, no-nonsense approach to advice has built his personal brand.
- His television show, books, and other media projects have expanded his influence.
- Dr. Phil’s brand is synonymous with practical, relatable advice, driving his continued success.
- Ellen DeGeneres:
- Ellen’s humor, kindness, and relatability have made her a beloved figure in entertainment.
- Her television show, endorsements, and other ventures benefit from her strong personal brand.
- Ellen’s influence and positive image have helped her maintain a successful and enduring presence in the media industry.
- OVO and Drake:
- Drake’s personal brand as a globally successful musician and cultural icon is deeply intertwined with OVO.
- His influence in music, fashion, and culture helps promote OVO’s clothing line, record label, and lifestyle products.
- OVO’s growth and popularity are strongly connected to Drake’s image, style, and the cultural movement he represents, making it a powerful brand in both the music and fashion industries.
These examples show how founder branding in both business and entertainment leverages the founder’s personal image and influence to drive growth and success.
Primary benefits of a strong founder brand for B2B founders
A strong founder brand attracts an audience, opportunities, revenue, and people who want to work with you and learn from you.
You can:
- Grow a loyal, dedicated audience
- Boost signups and inquiries
- Reduce CAC (customer acquisition cost)
- Pre-sell your process and results (case studies) to thousands of people at a time
- Reduce sales friction (they’ve been following you for months or years; easier to close deals or sell products)
Writing itself confers many second order effects to a founder. It can help you build a writing habit, sharpen your POV, and disprove your hypotheses.
Secondary benefits of founder branding
Content doesn’t just generate new sales though. It can also help you:
- Launch a course with no paid ads (e.g. Ryan Law of Animalz/Ahrefs)
- Launch conferences and other events without spending on paid ads (see Rand Fishkin of Moz/Sparktoro)
- Hire better, faster, and with less churn as top talent comes to you instead of vice versa
- Partner with suppliers, vendors, others who want to be associated with you
- Attract funding from investors keen to support your journey
- Build long-lasting friendships with fellow founders
Why LinkedIn and not other platforms for B2B founders?
LinkedIn is one of the fastest growing and most relevant social media platforms for B2B founders. Different elements converge to make it perfect for building a founder brand:
- Over 1bn people and counting – including your audience.
- Full funnel sales – from content to DMs to website form fills. You can build a complete business on LinkedIn without ever publishing or linking to a website.
- The ability to write content targeted at a specific job title, persona, or company.
- Thought Leader Ads let you promote your best-performing posts to a specific audience.
- Lots of other founders write on LinkedIn so you can learn from them.
- LinkedIn SEO (through LinkedIn Articles) is usually stronger than Google SEO
Why not other platforms?
- Twitter is much small than LinkedIn (and not particularly B2B-focused
- Facebook is better geared toward B2C (and professional content has a harder time going viral)
- TikTok leans more toward a younger generation and limits text posts (lower bandwidth, more information dense, cheaper to write than to create videos)
- Instagram is more lifestyle/fashion/food/travel and not strongly suited for B2B companies
- None of these platforms let you target specific ICPs by job titles as well as LinkedIn does
- Threads is too new to count and lacks any advertising capabilities as of writing
- Snapchat and BeReal are focused on younger generations who lack the buying power for B2B products
Why LinkedIn content provides more leverage for business growth
Organic LinkedIn content is the ultimate form of leverage for B2B founders. While other channels are useful for supplementing organic content distribution, they present special problems when used on their own:
- Email marketing (both cold and warm outreach) requires collecting people’s information and potential spamming inboxes, leading to damaged brand affinity and a low domain score.
- Paid ads stop working once you stop paying for them.
- SEO requires specialized knowledge, time, and extra effort through link-building – and you face steep competition in certain niches.
- Events are costly and time consuming to host, and mostly localized, cutting you off from a global market (unless you’re hosting virtual events, which don’t typically have the same draw).
By contrast, founder-led content marketing offers several unique advantages:
- Authenticity and trust:
- Content created by the founder often carries a personal touch that builds authenticity and trust with the audience.
- Audiences are more likely to engage with and trust content that comes directly from the founder, as it reflects their vision and values.
- Cost-effectiveness:
- Unlike paid ads or events, content created by the founder can be distributed widely at a relatively low cost.
- This content can be repurposed across multiple platforms, maximizing reach without additional expenses.
- Scalability:
- Once created, founder-led content can continuously attract and engage audiences without the need for constant investment.
- High-quality content can go viral, significantly amplifying the reach without proportional increases in cost.
- Long-term value:
- Founders’ content, especially thought leadership articles, videos, and interviews, remains relevant and valuable over time.
- This evergreen content continues to drive traffic and engagement long after its initial release.
- Enhanced brand identity:
- Founder-led content helps to humanize the brand, making it more relatable and memorable.
- It solidifies the founder’s presence as an integral part of the brand’s identity, aligning the company’s mission with the founder’s personal story.
- Engagement and interaction:
- Content from the founder often prompts higher levels of engagement, including comments, shares, and discussions.
- This interaction helps build a loyal community around the brand.
- Thought leadership and credibility:
- Founders sharing their insights and expertise through content positions them as thought leaders in their industry.
- This enhances the company’s credibility and authority, attracting partnerships, investors, and customers.
In summary, founder-led content marketing leverages the founder’s personal brand to build deeper connections, enhance credibility, and drive sustainable business growth.
It provides a unique blend of authenticity, scalability, and long-term value that other marketing methods struggle to match.
Objections toward building a founder brand on LinkedIn
While founders know that LinkedIn content is beneficial, some hesitations get in the way:
- They don’t have the time to create content consistently
- They fear putting themselves out there will attract criticism
- They don’t have the systems to scale production (they’re usually teams of one)
- They think creating content takes too much time (it doesn’t if you have the right frameworks)
- They don’t know what content to create (another framework issue)
- They think creating content is low ROI (false, as many founders who have gotten business from LI will attest)
- They’re not aware of how to use LinkedIn’s various features to drive growth (carousels, newsletters, articles, TLAs, Sales Navigator)
You can generate leads very quickly with strong content if you know what to say and where/how to distribute it.
The problem with current founder-led content on LinkedIn
For the founders who do recognize the importance of creating content on LinkedIn, several problems plague their approach:
- Shallow POV-lacking content that’s designed for clicks, not for deepening a founder’s brand.
- Mismatched content to the founder’s voice and archetype – for example, Caregiver founders writing like Rulers. This causes dissonance for readers who can tell the content is not authentic.
- Almost no ‘thought’ in their ‘thought leadership’ – too concerned with consensus rather than bucking the status quo.
- No clear connection between content and outcomes (such as leads, revenue, fundraising, hiring, etc.) – mostly focused on vanity metrics like likes, shares, and comments. For example, a founder-led content strategy that depends entirely on tweet-like quotes and personal stories may garner lots of reactions, but not drive any commercial action.
- Little to no additional content distribution through tools like LinkedIn TLAs – dependent entirely on organic reach.
- Weak or no content production framework – mostly copy-paste formats that do little to burnish the founder in question as a thought leader.
- Limited use of content formats such as video, LinkedIn events, infographics, carousels, newsletters, etc.
- Written by founders who have no actual experience or credibility outside of their content – e.g., they’ve never run a business, hired a single person, made a dollar, or raised a cent.
This results in low signal, high noise content that sounds inauthentic, slows growth, and breeds disappointment.
How we do things differently at Column
When we work with founders, we take a different approach to their LinkedIn content:
- Match content to founder’s voice: We make sure the content sounds like the founder’s voice. If the founder cares about people (“Caregiver”), the content will be kind and supportive, not bossy or strict (“Ruler”). If their vibe is the ‘Sage’ (as Column’s is), we emphasize deep learning and expertise as opposed to funny videos and memes (better suited to the ‘Jester’), which might fall flat or seem out of place for the Sage.
- Deep insights and thought leadership: We create content that provides real insights and new ideas — mostly because we tend to work with Sage-type personalities. This content challenges common views and helps establish the founder as a leader in their field.
- Clear connection to business goals: Our content aims to achieve real business results like getting new customers, increasing sales, and supporting hiring. We ensure the content helps meet these goals, and define the numbers before we get started. We do not work with founders who do not have a set goal for their LinkedIn growth efforts.
- Enhanced distribution strategy: We share content through LinkedIn Thought Leader ads, LinkedIn newsletters, and partnerships with other creators in the founder’s field. This helps the content reach a larger audience and not just rely on people finding it by chance.
- Strong content creation framework: We have a solid process for making high-quality content consistently. This includes research, planning, and careful creation, and using the Up-Side-Down-In framework, making the founder look knowledgeable and credible to different segments of their audience.
- Diverse content formats: We publish different types of content assets like videos, LinkedIn events, infographics, and carousels to keep things interesting and reach different people.
- Credibility and real-world experience: Our content shows the founder’s real experience and successes. We highlight their business skills and leadership to build trust and respect.
- Dogfooding our own product: We publish regularly on LinkedIn ourselves, and only work with people who show a track record of publishing on LinkedIn.
These benefits are further bolstered by:
- Strong content production systems: We’ve defined and refined our content production workflows to ensure stellar content on demand. Everything is tracked in Asana and reported on monthly.
- Creative design: We invest in our design team to ensure we have a wide range of designers on hand to bring content to life, such as brand and layout designers, painters and illustrators, and film directors.
