Tips for Creating Founder-Led Content to Build Brand Authenticity

✨ Let’s be honest, most “personal brands” on social media feel like a Canva template with a pulse.✨ Same quotes. Same vibe. Same safe, polished tone that could’ve been written by anyone. But here’s the thing: people don’t connect with perfection. They connect with presence, the kind that’s honest, a little messy, and unmistakably you. When I first started showing up online, I thought I had to be polished to be taken seriously. I played it safe. I wrote what I thought people wanted to hear. And it flopped. It wasn’t until I started sharing real stories, the highs, the heartbreaks, the humor, the hard truths, that things shifted. That’s when people leaned in. That’s when they started saying, “This made me feel seen.” That’s when the right opportunities started showing up. If you’re trying to build a personal brand that actually moves people (and attracts the right ones), here’s what works: 1. Own your essence. Your story, your tone, your perspective, that’s the brand. The goal isn’t to sound like everyone else. It’s to sound like you, unapologetically. 2. Pick your platform and commit. You don’t need to be everywhere. Just show up consistently where your people are. And remember: visibility without intentionality is just noise. 3. Rotate your content like a pro. Educate. Share personal stories. Inspire. Be relatable. People should leave your posts feeling something, not just scrolling past it. 4. Engage like a real person. Reply to comments. Comment on others’ content with more than “great post.” Build community, not just content. 5. Share the real, not just the highlight reel. Your behind-the-scenes process? That messy middle? That’s what people relate to. And it builds more trust than a polished PR version ever could. 6. Watch what resonates, and refine. Look at what your audience leans into. Pay attention to the messages that get saved, shared, and DMed. Then do more of that. Because at the end of the day, your personal brand isn’t something you fabricate. It’s something you reveal. And when you do it with heart, honesty, and consistency, you don’t just attract an audience. You build a reputation. What’s one strategy that’s helped you show up more authentically online? I’m sharing mine, now you share yours. #PersonalBranding #AuthenticMarketing #ContentWithHeart #DigitalPresence #LinkedInTips 

My most common advice to founders is to write more on social media. Why is this important? 1. Everything good in our lives happens thanks to the people around us. When you write, you convey your values, which attract new friends, colleagues, co-founders, and clients. 2. It's excellent therapy. Bringing something important out of yourself and putting it out in public is always uncomfortable. Doing this regularly allows you to deal with fears, procrastination, perfectionism, and impostor syndrome. 3. We live in an era of information overload, where the most useful skill is the ability to persuade. Writing is excellent practice for this skill. You learn to see your words through others' eyes and imagine the impression you make. 4. Writing long posts is a great way to research. When you write about an interesting topic, you do additional research. There's always the fear of writing something foolish. So you have to dig deeper. 5. If you're building your product, the ability to interestingly talk about it to a wide audience can replace a marketing team. This is called founder-led marketing. What should you write about? 1. The main thing is not to be afraid that everything has already been written. Indeed, everything has already been written. However, the ways of conveying information are constantly changing. You can formulate an old idea so that it is finally understood and changes someone's life. 2. Don't try to please the audience. People value sincerity the most. It's always nice to see someone who enjoys what they do. It's not so important what exactly, the main thing is to be sincere and authentic. 3. Don't worry if there's no engagement. First of all, it really doesn't matter. It's more important to learn to communicate your thoughts. Likes will come later. Secondly, more people read you than you think. Once, I closed a big deal, and the client suddenly said he really liked my posts. I had zero likes from him. 4. I like to write 15-20 posts in parallel. Most often, topics for posts come up during conversations with friends. I immediately jot down a potential headline. In my free time, I write a few sentences under these headlines. Then suddenly, some text matures. 5. It's important not to see a post as a finished product. Otherwise, you can get stuck in perfectionism. You can and should share raw ideas. 6. It's important to keep all written posts in one place. I use RoamResearch (see the image), but Apple Notes will work great too. As I mentioned earlier, posts are not static. It's important to revisit, expand, and repost the updated versions. 7. It's important to repurpose content across different social media platforms. If a tweet goes viral, you can write a longer post on the same topic on LinkedIn. Later, you can expand it further and publish it on Medium. The most important thing is to start writing!

Most B2B brands sound like everyone else because they’re scared to show what makes them human. When you hide behind industry jargon, you bury the very qualities that win hearts (and deals). Here’s how to flip “safe” into "legacy-building": Lead with your point of view. A client of mine was drowning in buzzwords until we embraced her belief that “tech should feel familiar.” With a few simple tweaks and that mindset shift, her content - and the company's brand presence - instantly started to become so much more relatable and real. Embrace imperfect proof. Perfect case studies are great, but you don't need them to prove credibility. If a case study isn't realistic for you right now, start by sharing your small wins and tie them back to the core values that set you apart. Build your B.R.A.V.E. muscle. Use Brand, Relationships, Audacity, Values, Energy as your filter. Before you publish, ask: Does this message honor my brand story? Does it spark a genuine connection with the right audience? Is it bold enough to be remembered? Repeat with consistency. Authenticity isn’t a one-off stunt. It’s the daily thread running through every email, every deck, every LinkedIn post that turns curious scrollers into loyal advocates. Ready to swap “safe” for stellar? DM me Be Brave and let’s co-create your fearless brand playbook—together. In our 1:1 advising sessions, we’ll: Distill your unique beliefs into a crisp brand manifesto Map out signature moments where you can build relationships without oversharing Create a content rhythm that balances bold POVs with proven strategy Because when you swap “safe” for strategic authenticity, you don’t just stand out. You build a following.

The ‘secret’ ingredient to Social Media success: YOU! Faceless social media pages aren't effective anymore. With AI content improving, standing out is tougher than ever. Many still try to hack their way to success with generic accounts, but it doesn’t work. They fail to connect and engage with their audience, leading to stagnation. The best social media brands are personal brands. >> Here's a deeper dive into why and how to make it work << 1. Tell Professional Stories: Sharing your career journey and client successes makes your content relatable and credible. For instance, talk about the challenges you’ve faced in your industry and how you overcame them. This not only shows your expertise but also humanizes your brand. 2. Share Examples: Use personal experiences to illustrate your points. If you’re discussing a particular strategy, provide a real-world example of how you applied it successfully. This makes abstract concepts tangible and easier to understand. For example, if you’re explaining the importance of SEO, share a story about how optimizing a client’s website led to a significant traffic increase. 3. Give Opinions: Don’t shy away from expressing your views. Whether it’s subtly criticizing a common practice in your niche or taking a stand on industry trends, sharing your opinions can spark meaningful discussions. This not only engages your audience but also establishes you as a thought leader. Why Does It Work? A. Authenticity: In an era where AI can generate generic content, authenticity stands out. People crave genuine connections and are more likely to engage with content that feels real. B. Engagement: Personal stories and opinions invite interaction. They prompt your audience to share their own experiences and views, fostering a community around your brand. C. Trust: Sharing your journey and successes builds trust. Your audience sees you as a credible source of information, which can translate into business opportunities. >> Quick actionable tips << Mix Personal with Professional: Your posts don’t have to be all about you. Start with a broad idea and back it up with a personal story. For example, if discussing the importance of content marketing, mention how a specific campaign you ran brought great results. Use Visuals: A picture is worth a thousand words. Use photos or videos that reflect your personal brand and resonate with your audience. Consistency: Regularly share your stories, examples, and opinions. Consistency helps in building a strong personal brand. Faceless brands are losing their impact. By adding a personal touch to your content, you not only make it more engaging but also build a stronger, more relatable brand. Be real, share your journey, and watch your audience grow. 👉 Whenever you're ready, I offer five ways to assist you: (Details in the comments)

The goal of Founder-Led Content is not to sell.. It's to build trust. But not all content builds trust equally. Founder content must establish 3 types of trust: 1. Subject matter expertise This is table stakes. The goal? Give prospects the info they need to see you as an authority. To demonstrate subject matter expertise: - Dive deep. Show you've been there. - Make your insights dense, actionable, true. - Answer real questions your prospects have. 2. Credibility Being an expert on paper isn't enough. Prospects want to see how you translate that expertise into results. This is where credibility comes in: - Share case studies. Be specific. - Share measurable outcomes or testimonials. - Share milestones. Show growth & momentum. Metrics are ideal, but qualitative testimonials are also powerful. 3. Rapport Even if prospects are convinced of your expertise and credibility, they won’t buy from you unless they can trust you on a personal level. Create rapport by being 'you': - Share personal journeys (ups + downs). - Be genuine in your communication. - If you're technical, be technical.  - If you're funny, be funny. - Document the journey. Building rapport means putting yourself out there honestly and consistently over time. The Takeaway Founder-led content should be genuinely educational and valuable to your audience even if they never become customers. Don't share content → share value Don't communicate → connect Don't be seen → be believed The goal is not to sell, but to selflessly help. Corny but true. In the long run, the trust this earns you will be far more valuable than any short-term metrics or leads. PS Be sure to join my 7-day email course to learn how to do founder-led content marketing (it's free): https://lnkd.in/evkYwryc

I sat down at a dinner with some bright founders last night. The first thing someone said when I shook their hand was "Oh yeah, I follow Brad on LinkedIn." This happens at most events I go to. Typing that out feels gross and self aggrandizing, but it's true. 🤷♂️ Heck I had a guy flag me down on vacation this year because he recognized me from GoWild and LinkedIn. 😂 I share a lot and people are at least familiar with what I do at a high level. Or they know I'm the guy who posts completely irrelevant pirate and cricket memes of myself. 🏴☠️ Either way, they know about me. As a founder, if you're not sharing your story here, you're missing out on the best platform to get your story out—in your own narrative. Posting consistently here is 100% better than getting that press coverage you think you deserve but haven't nailed down. If you are reading this and thinking "yeah, but I'm not a good content creator like you" I have a few tips. How to think through creating content: 1) Think of why you founded your company—the problem you're fixing, not the product you're building 2) Think about content you can create about the problem—showcase what you know 3) Pick 3 topics within the problem that you can write about. Remember, most of your posts should not pitch your solution—you're building up yourself as an authority on the subject, not selling 4) Post once a week about those three topics, sharing your unique insights along the way 5) Once a week, post about your solution and the progress you made this week That's it. It is super easy to get started. You may not feel like a writer, but to that, I ask you to remember this one thing: Writing isn't hard. Thinking is hard. Focus on a topic you've thought a lot about, and the writing comes easy. Start with what you know—the problem. The content will be better than anything ChatGPT can craft up for you. It will be real, memorable and personal. Do that for 90 days and see if people don't start saying "I loved that post you shared recently on LinkedIn."

I've never written daily journals, blogs, or anything... So, how do I suddenly manage to write daily on LinkedIn? and Why? . . . I've observed that most tech founders are so good at building products but so bad at selling. However, founders need to be exceptional storytellers and sell, sell, sell - to your customers, investors, team, etc. This realization led me to search for HOW to get started... The best way I found was telling people what I'm doing. ... and LinkedIn was the easiest and most rewarding... and yes, it got me clients too... But the biggest challenge was - What to write? So I developed this framework: 1️⃣ Decide no. of posts per day. start with 2-3 per week 2️⃣ Define the ideal persona (ICP) of people you want to connect with (could be multiple) 3️⃣ Figure out 3-5 things they like. Go to their LinkedIn profiles, find what they write and engage with. 4️⃣ Draft a content structure for the week. For eg: 3 topical informative content (around your ICPs industry), 2 educational content, 2 personal experiences/sharing your journey. 5️⃣ Now the simple part - --- Finding news is simple if you know the industry. Just Google or use TRIKL (I know... shameless plug) --- Note down few points daily on what you learned (DO NOT think what you learned is too mundane, it's very helpful for someone out there) --- Share who you are as a human being, people relate to that. Be authentic. Be YOU. 6️⃣ Just jot down points and use ChatGPT or TRIKL (coz it's way better :P) to create a framework from the points you noted down in step two. --- once framework is done, you'd find it super easy to fill in the blanks. Don't procrastinate.. You should've started yesterday. Tag me once if you create something with the help of this post. I'd be more than happy to repost it 🙌 #LinkedInTips #ContentCreation #TechFounders #MarketingTips TRIKL #TRIKL #LinkedInJourney #ProfessionalGrowth #NetworkingMagic #LinkedInTips

Less than 1% of founders I know are actively creating content! When I ask them why, the most common answer is, "I'm extremely busy." Not only this but they find it difficult to crack the distribution and attract more customers for their business. However, those who realize that “founders creating content” is one of the best strategies to get customers, build trust, hire top talent and achieve the lowest Customer Acquisition Cost (CAC) among all channels will never stop creating. Here is what I suggest to founders to make content creation easy: → Before you start creating, know who you are speaking to. Know what their pain points, interests and needs are to create content that resonates with them. → People connect with people. So be genuine while sharing your stories, struggles and successes. Your transparency will build trust and engagement. → Attention spans are shorter today. Create videos that are concise and to the point. Ideally, keep them under 2 minutes unless it's a complex topic. → If you're struggling to make time, repurpose existing content. Turn blog posts into video scripts or create short videos summarizing longer articles. → Encourage comments, ask questions and respond to feedback. Building a strong community around your content increases engagement and loyalty. Creating content will look tiresome but once you have a schedule and see the difference it brings, the benefits will outweigh the challenges. As a founder, it is the best way to connect with your audience on a personal level and drive your business to new heights. Which founder do you follow consistently online? #founder #contentcreation

I often see entrepreneurs and executives struggle with elevating their presence or establishing themselves as an authority in the industry because they think it's about promoting themselves and because they are afraid to be judged by having more attention on them. This is true to a degree, of course. I have been there myself - fearful of saying the wrong thing or structuring my video (or written) message in a broken English accent and then being judged for that. But actually, it's about showing up authentically to connect with your audience and building trust by consistently delivering value. And that takes time. Once I shifted my focus to about who I can help vs how I sound, all the fears of being judged disappeared. And this is coming from a former TV news anchor who should not have these concerns to begin with, right? 😀 I took on this journey in 2023 by committing to share my knowledge and expertise ranging from how to improve your video and stage visual and communication presence to aligning people, processes, and presence during marketing and communications chaos that some companies experience when they go through transition stages. Trust me, staying committed to posting regularly is one of the most challenging things in our busy lives. It also requires discovery of what works and what does not. And I personally still resist to fully rely on AI-generated content that we all have seen an influx of. Being real and relatable, and sounding like a human pays off! When you focus on providing value and building the connection, visibility and opportunities will naturally come. As a founder or company executive, your presence and personal brand are essential to your company's success. Your employees, investors, and customers want to see the person behind the product or service and they want that person to be real virtually and when they meet you live. I work with founders and executives to align their internal drive to build authority and help them remove barriers of judgment that come with being more visible so they can confidently communicate their vision and values to their audiences. This includes clarifying the story, identifying opportunities to get noticed through expertise they can share, and optimizing executive presence - visual and communications - which by extension elevates the company. It's a long-term strategy that pays off in increased visibility, authority, and impact. And it's worth it. Download my presence checklist to assess your or your company's presence gaps: https://lnkd.in/gepC-Etn

When I first started guHRoo I was always worried people would find out how small we were. I was worried people wouldn’t take us seriously when competing with the “big guys”. Now I realize I was completely wrong. If you are scared to “put yourself out there”, you are missing out. A founder-led brand is a superpower that your big national competitors can’t compete with. They want you to stay silent. Customers dig authenticity. A brand that reflects genuine stories and values? That’s gold. Seeing a real person (and team) behind the business builds trust. People feel they know who they're buying from. It’s easier to engage with a brand when you can relate to its founder's journey or mission. We can tell our story and share how we solve problems for our clients. But, Keep in Mind: → The founder's public persona needs to stay consistent with the brand image. → As the company grows, finding a balance between founder involvement and building a strong team to maintain the brand’s essence is key. → You can't spend all day on marketing and content creation! You've got to sell + fulfill to succeed. So, if you're all about putting your stamp on your company's branding, founder-led branding could be a fantastic route. It’s about leveraging your own story and vision to make your brand truly stand out. What are your thoughts? Comment below. #payrollin #letsgrow #entrepreneurship