Founder-led marketing: what is it, and why should you use it?
I’ve worked with so many brilliant founders who were doing incredible things, but who no one really knew about.
Or they were visible, but only in a polished, one-dimensional way that didn’t feel like them.
They had so much to offer, but their real story, the one people would actually connect with, was buried under shoulds, rules, and brand decks.
That’s what made me want to do this work. To help founders not just get seen, but get seen for the right things. Not with a fake voice, but with their own. Not to get famous, but to make an impact. Because it works.
We’re in a time where people trust people more than companies. That’s why founder-led marketing has become one of the most powerful ways to build a brand, grow a business, and stand out. (This includes all forms of Personal Branding, Executive Branding and Employee Branding also.)
But what does it actually mean? Is it just another way of saying “be active on LinkedIn”? Or worse, is it all about ego?
Not if you do it right.
In this article, I will walk you through what founder-led marketing really is, the benefits, the risks, and how to get started in a way that feels good, does good, and actually moves the needle. Whether you’re building a startup, leading a team, or just starting to explore your voice as a founder – this is for you. ⤵️
So, what is founder-led marketing?
Founder-led marketing is when you, as the founder or CEO, become a visible, active part of your brand. Not just in investor meetings or in the press, but in the day-to-day story your company tells the world.
It’s about showing people the real person behind the product. The values, the thinking, the fire. The decisions and the doubts. The WHY.
It’s not about becoming an influencer. It’s about becoming a trusted guide. Someone people believe in, and want to buy from.
Is it just personal branding in disguise?
I'd say it's a branch of the same tree.
Personal branding is about owning your story, your strengths, your presence – as a person. Founder-led marketing is about using that personal brand with intention, to help grow the business.
Why does founder visibility matter so much?
Because people connect with people. And in a world full of polished brands and AI-generated content, showing up as yourself is the ultimate competitive advantage.
When you’re visible as a founder, you create:
Trust – people feel like they know who’s behind the company
Loyalty – people buy into your mission, not just your product
Differentiation – you’re no longer just another company, you’re you
This isn’t fluff. It’s strategy. Visibility, when done right, drives connection – and connection drives growth.
According to Weber Shandwick, 44% of a company’s market value is directly linked to the CEO’s reputation. That means your personal brand isn’t just a nice-to-have, it’s a serious business asset.
What are the actual benefits?
Here’s what happens when founders show up:
✅ You build trust faster
✅ You attract aligned clients, talent, and opportunities
✅ You become more discoverable – both online and offline
✅ You turn your story into your superpower
✅ You create a brand that’s IMPOSSIBLE to copy
And it’s not just about you. This trickles down to your Employees also. According to Edelman, 76% of people trust information from “someone like me,” such as an employee, more than from a CEO or official spokesperson. But here’s the catch – most employees won’t feel safe or supported enough to speak up unless the tone is set from the top.
When the founder leads by example, it creates a ripple effect. It gives others permission to share their voice too. It turns personal branding from something individual into something cultural – something that builds the company brand from the inside out. If this excites you, you can read more about my concept Employee Branding here.
Visibility inspires visibility. And the founder is the only one who can give that mandate – and model what it looks like.
But is it risky?
Yes. Let’s be honest – it can feel scary to put yourself out there. There’s the fear of saying the wrong thing. Of being misunderstood. Of becoming the brand instead of building one that lasts beyond you.
But here’s the truth:
Founder-led marketing is risky. Not doing it is riskier.
Because silence creates a vacuum. And in that vacuum, someone else will shape the story. Or worse, no one will care enough to tell it at all.
This isn’t about being loud. It’s about being intentional. Showing up with heart, with purpose, and with the kind of presence that invites trust.
Can it scale?
Absolutely. Does it take time and resources? Absolutely. (This is an investment, not a cost.)
Start by being clear on your voice and values. Build content systems that your team can support and amplify. Encourage others to grow their own voices, so it’s not all on you. Think long-term. You’re not just building a brand – you’re building a movement.
Do I have to be on social media?
Not necessarily. Social media is just one tool. Founder visibility can also come through:
Podcasts
Articles or thought pieces
Public speaking
PR or press features
YouTube or short-form video
Live events and roundtables
Guerilla marketing initiatives
And much more... What matters is consistency and clarity – not the platform.
Does this work if I’m introverted?
Yes. 100%.
You don’t need to be loud, extroverted or camera-obsessed. You just need to be real. Some of the most compelling founder brands are built by people who lead quietly but consistently. Share what feels true – your decisions, your lessons, your hopes for the future. That’s more than enough.
Common mistakes to avoid
Let’s keep it honest. Here’s what doesn’t work:
Trying to be someone you’re not
Only talking about your company, never yourself
Overthinking every word until nothing gets posted
Going all in for a month and then ghosting for six
Outsourcing your voice so much that it sounds like a robot
This isn’t about being perfect. It’s about showing up. Will you commit?
How do I balance my personal brand with the company brand?
Think of them as overlapping circles.
Your personal brand shows who you are and why you do what you do. Your company brand shows what you do and who you serve. When they’re aligned, they lift each other. But they don’t have to be identical.
You’re a whole person. Let that show.
Where do I start?
Start small. Start with what’s real.
Google yourself and see what people find - are you happy with the result?
Refresh your LinkedIn so it reflects who you actually are
Get clear on your story, what are the main points in your journey?
Talk to someone who sees you clearly if you need help clarifying that.
Get help if you need it (this is literally what my team at Brandfixers and I do.)
You don’t need a big personal brand strategy right away. You just need to be brave enought to start.
A note from my own journey
When I started my company about five years ago, I did what most people do in the beginning – I just put my head down and worked. I said yes to whatever came my way and focused on delivering great results. But after about a year, I started to feel this itch. I wanted more say in who I worked with. I wanted to share more honestly about what it’s like to run a business.
So I started writing a newsletter called The Honest Entrepreneur. I wasn’t trying to build a brand – I just needed a place to put my thoughts. To connect. To say things out loud.
And that’s when things started to shift.
People began reaching out to me – not the other way around. I didn’t have to chase opportunities anymore. I just had to show up as myself. And over time, what felt like small steps turned into something solid.
Today, five years in, I run my own company full-time. I pay myself a salary. I work with clients I genuinely admire. I get invited to speak on big stages about the things I care about.
I’m not saying that to brag. I’m saying it because I’ve lived both sides – being invisible, and being seen. And I know that showing up, honestly and consistently, can change everything for you and your business.
Why I don’t believe in traditional Executive Branding
Most executive branding advice tells you to polish your online presence, hire a ghostwriter, and start posting more. That might get you noticed – but does it get you remembered? And does it feel good in your stomach?
At Brandfixers, we start somewhere else.
We start with clarity. Abbout who you are, what you believe in, and what kind of impact you want to make. When your brand is rooted in something real, everything else becomes easier. The content. The confidence. The connections.
This work isn’t about becoming famous. It’s about becoming aligned. It’s about showing up in a way that feels true to you, and powerful to others. It’s about making sure the right people can find you, trust you, and say yes to what you offer.
Then we take a look at how we can connect your brand to your company brand, and streamline the work so that your branding and marketing initiatives align and get stronger together.
Yes, this kind of branding leads to more visibility. But more importantly, it leads to more resonance, more momentum, and more revenue.
You don’t need to go viral. You need to be seen by the right people for the right reasons, so your business grows sustainably and your leadership actually moves the needle.
That’s the kind of founder-led marketing I believe in, and that I've seen works. It's a marketing tactic that will never go out of style because authenticity is timeless.
Final thought
If you’re building something that matters, your voice matters too.
This isn’t about showing off. It’s about showing up – as a founder, as a human, as the kind of leader people want to follow.
Founder-led marketing works because people still care about people. So give them someone real to connect to.
Talk soon!
/M.