Mistakes Founders Make with Their Personal Brand (And How to Fix Them)

Every founder, sooner or later, hears this – You need to build your personal brand.
And it’s true. Because at the end of the day, people trust people, not just logos or products. 

When a founder or C-suite leader actively builds their personal brand, it helps create trust, attract talent, build community, and open doors that even the best marketing campaigns sometimes can’t. 

But let’s be real. Many founders dive into personal branding without knowing where to start. And along the way, they make a few common mistakes that end up costing them visibility, connection, and credibility. 

So here are some mistakes founders often make with their personal brand and how to fix them. 

• Not having a proper plan

One of the biggest mistakes is jumping in without a clear plan. 

Personal branding isn’t about posting whenever you remember or feel like it. Think of it like any other marketing strategy. Ask yourself: 

• What do I want to be known for? 

• Who am I speaking to? 

• What kind of content fits my voice and my time? 

For example, if you’re a founder in the tech space, your plan might include sharing thoughts on industry trends, lessons from building your product, and some behind-the-scenes stories about your team. 

Without a plan, it’s easy to lose consistency and stop. With a plan, you always know where you’re going and why. 

•  Irregular Posting 

We’ve all seen it: someone posts three times in a week and then disappears for a month. 

Personal branding isn’t about posting every single day. It’s about showing up regularly, so your voice stays in people’s minds. 

Consistency helps people remember you. It shows you’re engaged and invested, not just posting when it’s convenient. 

Even one thoughtful post a week can make a real difference. 

•  Not being authentic 

This one really matters. 

What makes someone’s personal brand memorable isn’t perfect words or polished graphics. It’s authenticity. 

Share your views, your wins and failures, and parts of your journey that shaped you. Audiences can tell when something feels real and they can tell just as quickly when it doesn’t. 

If your posts sound copy-pasted or overly curated, people won’t connect. But if your content feels like you, that’s what builds trust. 

•  Inconsistent messaging across platforms 

If you’re active on LinkedIn, Twitter, podcasts or elsewhere, your voice should feel like it comes from the same person. 

Some founders sound very formal on LinkedIn and completely casual on Twitter. This can confuse your audience. 

You can adapt your style slightly, but your story, your tone and your core beliefs should feel consistent everywhere. That consistency builds clarity and trust. 

• Forgetting your story

Founders naturally focus on product updates, team milestones or funding news. And those are worth sharing. 

But your personal brand isn’t just about what you’ve built. It’s also about why and how you built it. 

Share what inspired you to start. Talk about challenges that changed your perspective. Show what matters to you outside of work. 

For example, instead of posting: 

“Honoured to speak at XYZ Conference about leadership.” 

You could share: 

“A few years ago, I would have been terrified to speak on this stage. Today, I shared what changed for me and what still scares me. Here’s what I’ve learned…” 

That small shift, from just announcing something to sharing an honest reflection, feels real. And that’s what makes people pause and want to read. 

•  Prioritising quantity over quality

You don’t have to post every day to stay visible. 

More posts aren’t always better. What matters is whether what you share feels meaningful and authentic. 

One thoughtful post rooted in real experience can create more impact than five generic updates. 

Focus on value, relevance and honesty. Quality always matters more than quantity.

A study shows that posting 2–3 times a week is widely seen as the sweet spot for busy professionals – enough to stay top-of-mind without overwhelming your audience. (Source)

• Posting only promotional content 

Of course, talk about your company. It’s part of who you are. 

But if all you share are product launches and campaigns, it can feel one-dimensional. 

People follow founders because they want to know what you think, what you’ve learned and what drives you. Mix your posts so it’s not just about the business, but also about you as a person. 

That balance keeps your content engaging and human. 

• Not engaging with others 

Many founders say they’re too busy to engage. And yes, time is limited. But engagement isn’t extra work, it’s part of building your brand. 

Answer questions. Join conversations on other people’s posts. Congratulate peers on milestones. 

Personal branding isn’t just about speaking out. It’s about listening, interacting and building real connections. 

Without engagement, your content might feel like it’s echoing into an empty room. 

• Forgetting your audience

Sometimes, founders share content that feels too technical, too self-focused or too internal. 

Before sharing, pause and ask: Who is this for? and Why should they care? 

Your content becomes stronger when it speaks to what your audience wants to learn, feel or understand. 

•  Overthinking every post 

Finally, many founders delay starting because they want the “perfect” idea, design or words. 

But perfect doesn’t exist. 

Start small, share real stories, and refine your voice as you go. The most important thing is to begin. 

Final thoughts 

Building your personal brand isn’t just about being seen. It’s about being understood. 

Your story, your voice, your consistency and your honesty are what make people trust you, remember you and root for you. 

And yes, you might make mistakes. But that’s part of what makes your brand real. 

With etch we help founders and leaders build personal brands that don’t feel forced or scripted.
If you’re ready to show up in a way that feels true to who you are, we’re here to help. 

Because your leadership brand should do more than exist. It should connect. 

Source

• https://thedigitalmodel.com/maximizing-linkedin-success-in-2024-a-comprehensive-strategy-guide/?utm_source

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