How to Use Personal Branding to Support Company PR Initiatives

Sixty-five percent of consumers say a brand’s CEO and employees influence their decision to buy. That means your audience isn’t just looking at your product or service. They’re looking at you.

In today’s market, personal connections drive trust, and trust in turn drives sales. Building a personal brand serves as the bridge between your leadership and your company’s growth.

But this isn’t about hogging the spotlight. The goal is to show up as the face of your business in a way that adds value and builds credibility. When done right, your personal brand becomes a magnet pulling attention toward your business while strengthening its reputation.

Let’s explore how personal branding can give your PR strategy the edge it needs to make a lasting impact.

Posted on November 22, 2024

Why Personal Branding is Essential for Company PR

Your personal brand is how people see you. It’s your reputation, your voice, and how you show up in your industry. It can directly reflect on the company you represent.

Think of it this way: if people trust and respect you, they’re more likely to feel the same way about your business.

Humans connect with humans

Here’s the thing: businesses can sometimes feel impersonal. That’s why adding a human element is so important. A strong personal brand can be the bridge that makes your company more relatable and trusted.

  • Authenticity stands out: No one wants to interact with a faceless corporation. A personal brand puts a real person behind the company.

  • Leaders inspire loyalty: When people trust you, they’re more likely to trust your company’s offerings.

  • Your network becomes your company’s network: As you grow your personal connections, your company’s reach expands too.

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Steps to Building a Personal Brand That Supports Your Company

Building a personal brand doesn’t happen overnight. It takes intentional effort. But when done properly, your personal brand will boost your company’s PR without feeling forced or disconnected.

Define your values and message

Before you start posting, tweeting, or speaking, take a moment to define what your personal brand is all about.

What do you stand for? What’s your vision in your field?

Make sure these align with your company’s core values. This way, whenever you put yourself out there, you’re indirectly supporting your company’s message.

How to effectively communicate your message:

  • Focus on your expertise: What are you really good at? What do people seek you out for?

  • Align with company values: If your business is all about innovation or sustainability, your personal messaging should echo those same principles.

  • Be consistent: Whether it’s on LinkedIn, Twitter, or during a podcast interview, your message should stay consistent across all platforms.

Once you’ve got your message clear, everything else falls into place.

Social media as the ultimate tool for personal branding

Your personal brand will live and breathe on social media. This is where you connect with people, share insights, and establish your authority. But simply being online isn’t enough. You need to approach it with purpose.

Tips for building your social media presence:

  • Post regularly: Share valuable insights, industry news, or your take on trending topics. Show that you’re engaged and in the know.

  • Engage with others: Don’t just post and disappear. Reply to comments, start conversations, and show genuine interest in your network.

  • Share a mix of personal and professional content: People want to know the real you, not just your business persona. A balance of both will make you relatable.

Building a strong presence on social media makes it easier for people to connect with you and, by extension, your company. It’s a win for both.

Also read: LinkedIn Mistakes That Are Hurting Your Personal Brand

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How Your Personal Brand and Company PR Work Together

So how do you make sure your personal brand works hand in hand with your company’s PR strategy? It’s all about using your platform to naturally amplify your company’s message. Here’s how.

Become a company ambassador

As your personal brand grows, you’ll naturally become an ambassador for your company. This doesn’t mean you’re a walking commercial for the business. It means people will start associating your values and successes with the company you represent.

Ways to be an effective brand ambassador:

  • Talk about company projects: If your business is launching something new or rolling out an initiative, mention it in your posts or talks.

  • Celebrate team wins: When your company hits a milestone, share it. People love to see companies thriving. Especially when the story comes from someone on the inside.

  • Showcase company culture: People are curious about what happens behind the scenes. Share bits about your work environment or team culture to humanize the company.

Align your personal brand with your company’s goals and you’ll make your business more approachable and trustworthy.

Leverage thought leadership to build authority

If you want to be seen as a leader, you need to share what you know. Thought leadership is a powerful tool that benefits both you and your company.

When you consistently offer valuable insights, you position yourself, and your business for that matter, as an authority in your field.

Ideas for thought leadership content:

  • Write articles or blogs: Share your knowledge and take on industry trends. This helps people see you as a reliable resource.

  • Public speaking: Whether it’s at conferences or webinars, speaking opportunities give you and your company visibility.

  • Host webinars or podcasts: Offering in-depth knowledge through these platforms boosts your credibility while demonstrating your company’s expertise.

The more visible and knowledgeable you are, the more people will trust your company’s expertise too.

Related: How to Use Podcasting as a Strategy for Thought Leadership

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The Ripple Effect: Long-Term Benefits of Personal Branding

The benefits of personal branding don’t stop at a few more social media likes or shares.

It creates long-term opportunities that can benefit your company in ways you might not even expect.

Personal branding attracts media opportunities

Journalists are always looking for experts to quote in articles, interviews, and stories. If you’ve positioned yourself as a thought leader, they’ll come knocking.

And guess what? When the media features you, they’re also featuring your company.

How to get noticed by the media:

  • Pitch your expertise: Reach out to journalists or use platforms like HARO (now Connectively) to offer insights on topics you know well.

  • Stay active on LinkedIn: Many journalists use LinkedIn to find industry experts. Keep your profile updated and your content fresh.

  • Be responsive: When opportunities arise, respond quickly. The more available you are, the more media attention you’ll attract.

This exposure boosts your personal brand AND gives your company free media coverage. It’s a smart way to raise your company’s profile without spending a dime.

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Final Thoughts

Personal branding is about creating a reputation that builds trust, authority, and connection. If you do it right and with purpose, your personal brand can directly support your company’s PR efforts and make your business more relatable and credible in the process. The stronger your brand, the stronger your company’s presence becomes.

And if you’re ready to take things up a notch, Trelexa is here to help. We specialize in strategic public relations for entrepreneurs, authors, and businesses. Our innovative and holistic approach will help you build a personal brand that complements your business, drives growth, and makes you stand out in the digital space.

Let's build something great together. Get in touch with us for a consultation.