When it comes to building your business, reputation is the new revenue.

With every decision you make, product you develop, and action you take, you should be asking the question: “how does this affect my brand’s reputation?”


Because your reputation is what defines your revenue. The brand you create is your promise to your customers. Your reputation is how well you live up to that promise. A “bad” or incongruous reputation creates a lack of trust, and if there is one thing that’s certain, people don’t want to give their money to a company that isn’t trustworthy.

The million dollar question: how do you make sure that your brand and your reputation align with one another?

By creating a brand that truly aligns with who you are, what you value, and by living it every day.

Think of some of the most influential executives and CEOs of our time: Gary Vaynerchuk, Richard Branson, and Steve Jobs. They all have identifiable and consistent personal brands that align with the values of their companies. Gary’s optimism and commitment to hard work is reflected in his own personal LinkedIn account as well as in the work Vaynermedia does. Richard Branson’s irreverent, laid back attitude is mirrored in Virgin’s marketing and industry disruption. Steve Job’s simple and understated style is what makes Apple products sleek and beautiful. The things we, as consumers, love most about these brands are the human elements that their founders and leaders bring to the table.

While you might not be a household name like any of these leaders, you have an incredibly powerful asset: yourself. You can (and should!) use your own personal brand to build your company in the same way these leaders have.

Personal branding has gotten a bad rap for being a selfish undertaking but, when done right, it’s actually an act of service for both your company and your customers. When you’re building your company, investing in your people (including yourself) is your number one asset. Organizations that don’t take the time to do so will lose. This is because, at the end of the day, people do business with PEOPLE. If they feel like they know and trust you and your team, then they will also trust your company and its products.

Personal branding is not a one-size-fits-all endeavor. Every client I work with leverages their brand to build their business in different ways:

Our client, Dan Murray, a cutting-edge software entrepreneur, has garnered the attention of investors from his LinkedIn posts on company culture and using technology for social good as he enters into fundraising for his newest company, Vertex.

Another client, Jacopo Bracco, former president of DirecTV Panamerica, is using blogging on media disruption and commenting on consumption trends as a tool to expand his network and book speaking opportunities that will help him bridge the gap into the American media industry.

And Pete Wilkins, head of Hyde Park Angels and fitness junkie, is using his personal brand, focused on investing and wellness expertise, to spread his influence outside of investments and start-ups, and into peak performance and finding your purpose.

Each of these men work in different industries and approached creating their brands with vastly different goals, yet through sharing their authentic value with their audiences, they were able to promote their businesses and achieve their goals.

In establishing thought leadership and sharing with the world exactly what they’re about, these men helped their companies grow in ways that traditional marketing or PR could not have. Their personal branding established human connections with important people in their industries, opening doors for growth and increased revenue. And the coolest part is...YOU can do the same thing.

Identify what makes you tick, the things you could talk about all day everyday, and the ways you add value most powerfully.

Share. Blog. Instagram. YouTube. Do what you do best to share your value with those around you.

Watch as the reputation you build for yourself draws people into what your company does and brings you not only the $$$, but the respect and customer loyalty that you’re looking for. Because THAT is worth its weight in gold.

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