In the fast-growing world of startups, a polished pitch deck is often seen as the golden ticket to securing funding and forging the path to success. But while a compelling presentation can capture investor attention, it’s the founders themselves who breathe life into the vision. This is because, fundamentally, people want to do business with other people.

In today’s competitive landscape, founders who have cultivated a strong personal brand can make a significant difference in attracting talent, securing funding, and building trust with shareholders, investors and potential customers.

Personal branding for founders goes beyond simply having a social media presence. It’s about strategically crafting a narrative that showcases your expertise, story, founder journey, and the unique value that YOU bring to the table. Investors are increasingly looking for founders who possess not just a great idea but also the leadership qualities and experience to turn it into a reality.

A strong personal brand allows founders to establish themselves as thought leaders in their industry. Social proof is incredibly powerful because it is a way to “show, not tell.” This level of credibility attracts not only investors but also potential employees who are looking to work with an inspiring and authentic leader.

Crafting a strategic narrative

Building a personal brand takes time and consistent effort. Platforms like LinkedIn or Twitter are the best places for founders to position themselves and build a personal brand. There are three keys to success with personal branding on LinkedIn: consistency, content and engagement.

Being consistent with your personal branding is important because it enables you to build a routine that you can follow and capitalise on. Ensure that you are posting at least three times a week; five is recommended. Most personal branders often credit consistency as the key to success because the power of simply showing up every day and creating and delivering output is extremely underrated and undervalued.

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For those who are feeling extra ambitious, contributing to LinkedIn articles within a certain niche – five articles per day – will enable founders to earn “Top Voice” badges, which further cement credibility and status in their network and community.

Balanced content across the funnel

Personal branding content should be balanced across the content funnel. This means that it should consist of a mix from the Top of the Funnel (ToFu), Middle of the Funnel (MoFu), and Bottom of the Funnel (BoFu).

In ToFu posts, you share informative content like blog posts, infographics, and social media snippets that address your target audience’s pain points and introduce them to your brand as a potential solution.

In MoFu posts, you provide more in-depth content like ebooks, webinars, and case studies. This stage is all about showcasing your expertise and establishing yourself as a thought leader.

In BoFu posts, you offer targeted content like product demos, free trials, discovery calls and discounts to convert those leads into loyal customers.

Simply put, think of the content layers this way: awareness interest conversion.

Beyond online

Beyond online forums, attending and speaking at industry events is a great way for founders to connect with a wider audience and showcase their knowledge and passion about their field and their business. Founders should be open to speaking with anyone and take advantage of making high-value connections, ensuring that they then follow up with said connections online.

However, simply putting out content online is not enough. It’s only 50 per cent of the job. The other 50 per cent, and arguably more important, is engagement. While posting high-value content is essential, engaging with those who follow, like or comment on any posts and articles are a great way to expand the founder’s network and grow their following.

Founders should focus on sharing valuable insights and perspectives that can benefit their audience, while also using language that is relatable, authentic and natural.

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Authenticity is key

Social media can be a powerful tool for personal branding, but founders need to be strategic in their approach. Authenticity is key. Founders should share their stories, challenges, and even failures in a relatable way. This humanises them and allows them to connect with their audience on a deeper level. Building an online community around the brand fosters a sense of loyalty and excitement, which can be incredibly valuable in the early stages of a startup.

Final thoughts

All in all, while a polished and well-designed pitch deck remains an essential tool to secure funding for a startup and forge the path to growth and success, founders who underestimate the power of personal branding miss out on a golden opportunity.

A strong personal brand can be a game-changer for startups, attracting the right talent, securing crucial funding, and building a loyal customer base. By establishing themselves as thought leaders and engaging with their audience in a genuine way, founders can take their startup ventures beyond just the pitch deck.

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This article was first published on July 22, 2024

The post Beyond the pitch deck: How founders can leverage personal branding for startup success appeared first on e27.