Personal Branding for Startup CEOs: A 101 Guide
19 Mar 2025, Deya Bhattacharya
19 Mar 2025, Deya Bhattacharya
As the CEO of a startup, you are — in many ways — the true face of the brand. Whether it’s a venture capitalist deciding whether to invest in your Series A or a journalist reaching out to include your startup in an annual roundup, how you present yourself is often as big a determining factor as the startup itself. Which means if you don’t have an active brand presence yet, it’s time you invested in one.
The best part? Building a personal brand doesn’t have to be a full-time commitment. With just a few hours of effort every week, you can position yourself as a thought leader and a credible public figure, while continuing to grow your startup. Here’s a primer to get you started.
It’s vital that you control the narrative of your brand at every step, and that means being crystal clear on who you are and what you can offer. Questions to ask yourself include:
We recommend devoting some time to refining your answers to these questions and then turning them into a personal branding statement. This will help to guide the content you create going forward.
This is the most important part of any brand-building exercise. Content is king, as the saying goes, and if you want your brand to stand out amidst the sea of competitors, you need to have a regular and thriving media presence.
Many startup CEOs rely on a PR or marketing agency to do this for them. But even an agency will ask that you give them ideas and perspectives to work with. Again, start by asking yourself questions. What are some industry trends that you have strong opinions about, or what are some of the biggest lessons you’ve learned from your successes and failures? If you were addressing other startup CEOs, what’s the best advice you could give them? If you were addressing your ideal customer, what’s the one thing you’d want them to know about your startup?
Jot down notes by hand or record voice notes of yourself talking — whatever feels comfortable. Then, convert these into various types of content, such as blog posts, thought leadership articles, LinkedIn posts, podcast episodes, and so on. In general, remember that short-form posts tend to get broader engagement, but detailed long-form posts can build your credibility with niche audiences. A mix of both is ideal — and of course, posting consistently is key.
While uniqueness is certainly a factor in helping your brand stand out, don’t make the mistake many CEOs do — that of posting controversial or quirky opinions online just for the sake of it. Always base your personal branding content on either established facts or solid personal anecdotes that you can back up with evidence. It’s advisable to keep yourself updated on industry trends by reading relevant journals and staying in touch with the news. The more evidence-based your content is, the more it can be trusted.
By sharing thoughtful content on a regular basis, your personal online presence will grow. However, there’s nothing quite like the credibility of a third-party media placement to give your brand a boost. You can reach out to publications that feature guest posts from members of your industry, or seek out speaking opportunities at trade shows or panel discussions. Working with a PR agency can be immensely useful in this regard, as they have the necessary media and industry connections to get you the right kind of exposure.
When it comes to promoting yourself, media placements are just the beginning. Why not volunteer at a trade show in your industry, speak at a panel for fellow entrepreneurs, or perform community service in your neighbourhood? Actively participating in events is an excellent way to build connections, many of whom can lead you to other opportunities further on. What’s more, it helps get your name out as someone who’s generous with their time and knowledge, which creates goodwill — an all-too-valuable asset for any leader.
Your personal brand isn’t a one-and-done. Every three months or so, come back to that brand document you built at the start of this exercise and see where you are today compared with what’s on the page. What have your accomplishments been? What opinions/values/subject matter inputs have you become best known for? How has your startup evolved, and how have your own views on the industry/your startup’s future changed in the process? Your followers will expect you to move with the times — and if you don’t, remember that you have enough competitors who will.
In conclusion, personal branding as a startup CEO isn’t about chasing online fame or becoming a “celebrity”. It’s about demonstrating your authority as a leader and as a person with unique and relevant industry experience. The word “authenticity” is thrown about a great deal — but at Star Squared PR, we’ve worked closely with CEOs of all stripes and we can say with confidence that authenticity is key to any brand’s success. Be true to who you are and what you stand for, and you’re certain to be recognised for it. Want to know more? Book a call with us today. We offer bespoke branding services for CEOs and spokespeople, and we’d be happy to help you start your journey.
