Founder’s Guide to Authentic Brand-Building on Social Media

LinkedIn and Twitter have become powerful platforms for founders, CEOs, and high-level executives to establish authority, build credibility, and cultivate meaningful connections with audiences.

But in an age flooded with content, how can leaders stand out, earn trust, and create a following that truly believes in their mission?

This guide will explore key strategies for authentic brand-building that resonates with audiences and drives credibility on LinkedIn and Twitter.

The Power of a Personal Brand: Why it Matters

A strong personal brand can be a game-changer for founders and executives. For a growing number of professionals, following a company’s leader directly influences how they perceive the business itself.

Consider that 66% of professionals are more likely to recommend a company if they follow its executives on social media.

The message is clear: a founder’s online presence plays a critical role in driving trust, visibility, and even sales.

By showcasing not just what you do but why you do it, you can foster a community of like-minded supporters and potential clients. People buy from people they trust, and personal branding offers a platform to forge that trust, especially in the early stages when a company’s reputation is intertwined with the founder’s identity.

Authenticity is the New Marketing

In a world that often values gloss over substance, authenticity has become a rare commodity—and a highly effective one.

Today’s audiences crave genuine, relatable content that offers a “behind the scenes” look at what it means to be a founder. A standout example is Sonya Barlow, founder of the Like Minded Females Network, who uses LinkedIn to amplify her commitment to diversity and inclusion. Her posts not only discuss her mission but also align her personal values with her business.

Her success story underscores a key principle: when your personal brand aligns with your ‘why,’ you’re not just promoting a product or service—you’re building a movement.

A transparent, value-driven brand builds loyalty and attracts followers who see themselves as part of your journey, not just customers.

Step 1: Build a Credible Presence with Profile Optimization

Before diving into content, make sure your profile tells the right story. Think of your LinkedIn or Twitter profile as your digital business card—it’s often the first touchpoint with potential clients, partners, or followers.

Here’s a checklist to help you get it right:

1. High-Quality Photo – Use a professional headshot that reflects your authentic self. Avoid overly corporate photos; instead, opt for an image that feels welcoming and approachable.
2. Compelling Headline – This is your tagline. It should showcase your expertise, your unique value proposition, or even your mission. For example, something like “Empowering business founders through sustainable growth” or “CEO | Building the future of fintech through transparency” can be engaging.
3. Personalized ‘About’ Section – In LinkedIn’s ‘About’ section, craft a bio that tells your story, highlighting what motivates you and what you bring to your industry. Inject some personality—people should understand your journey and core values.
4. LinkedIn and Twitter Banners – These banners are visual real estate that can reinforce your brand. Use a clean design that reflects your company’s values or your core message, making it visually distinct and memorable.

Step 2: Consistent, Value-Driven Content Strategy

Once your profile is optimized, it’s time to engage through content.

Great content on LinkedIn and Twitter has three goals: to educate, inspire, and connect. Here’s how to create posts that resonate with your audience:

1. Establish Thought Leadership – Share your unique insights and perspectives, but avoid jargon or corporate speak. Steven Bartlett, entrepreneur and Dragon’s Den star, excels at this by mixing professional insights with authentic storytelling. His content is both inspiring and accessible, engaging followers on a personal level.
2. Embrace Vulnerability and Real Experiences – The raw, behind-the-scenes moments often resonate the most. Founders who share both victories and challenges build a more relatable image. Sharing “founder fails,” challenges you’ve overcome, or lessons learned in the journey humanizes your brand and deepens the connection with followers.
3. Content Formats That Engage – Experiment with different content formats like selfie videos, carousels, or story-based text posts. Try sharing your day-to-day challenges or insights through a quick video, even if it’s casual and unpolished. Authenticity often wins over perfectly crafted posts.
4. Educate and Entertain – Think of content as a two-way conversation. Posts that provide value—whether through insights, advice, or even humor—help you connect with audiences on a more personal level. People are more likely to follow you if they feel they’re gaining something useful or engaging from your content.

Step 3: Engage and Nurture Connections

Building a network isn’t just about growing follower counts. It’s about nurturing relationships with people who align with your brand, mission, and values. Here’s how to keep those connections genuine and valuable:

1. Be Proactive in Engagement – Comment on others’ posts, reply to comments on your content, and initiate meaningful conversations. Founders like Sho Dewan, founder of Workhap, are known for engaging with clients and peers, celebrating their successes, and sharing insights across their network.
2. Personalized Interactions – When you connect with new followers, send a personalized message or thank them for engaging with your content. This small act can make a strong impression and lead to more genuine relationships.
3. Highlight Others’ Achievements – Don’t just focus on your own milestones; celebrate the achievements of your network. This builds goodwill, reinforces relationships, and shows you’re invested in others’ success.
4. Join Relevant Groups – LinkedIn groups and Twitter communities are fantastic ways to connect with like-minded professionals and expand your influence. Engage in conversations, ask questions, and share insights within these groups to gain visibility and credibility.

Step 4: Use Analytics to Guide Your Strategy

Tracking your progress is essential to refining your approach over time. LinkedIn and Twitter provide insights into which types of posts resonate, who’s engaging with your content, and how your audience is growing.

Start with these key metrics:

• Profile Views and Impressions – This reflects the reach of your profile and how many people are discovering your brand.
• Engagement Rates – Focus on post engagement metrics like comments, likes, and shares to gauge content effectiveness.
• Follower Growth – Monitor the growth in your followers and connections to measure audience interest over time.
• Content Theme Performance – Track which content themes or topics generate the most traction and double down on these to enhance engagement.

An effective strategy isn’t set in stone. Regularly adapt based on your analytics, and test new types of content to see what resonates best. This data-driven approach allows you to optimize your efforts, ensuring that every post adds value to your brand and audience.

Step 5: Draw Inspiration from Industry Leaders

Learning from industry leaders who’ve succeeded on social media can provide valuable insights. Two notable examples are Chris Walker and Dave Gerhardt, who have built their brands around value-driven, engaging content.

• Chris Walker consistently shares B2B marketing insights that drive demand for Refine Labs, positioning him as an authority. His approach of combining in-depth industry knowledge with practical takeaways has earned him a loyal following.
• Dave Gerhardt, known for his straightforward, no-nonsense style, has cultivated a network of marketers eager to learn his latest strategies. His posts focus on actionable tips and insights, delivered in a relatable, approachable way.

Their success isn’t based solely on knowledge; it’s a combination of consistency, engagement, and a deep understanding of their audiences. By studying leaders like Walker and Gerhardt, founders can learn how to communicate effectively, create valuable content, and foster loyal followings.

Building a personal brand as a founder isn’t just a side project—it’s an essential component of your business identity and reputation. Social media provides a unique opportunity to connect with audiences on a meaningful level, build credibility, and create a community that believes in your mission.

Start small but stay consistent. Share the real stories behind your journey, engage meaningfully with your network, and let your values guide your content. Your personal brand is a powerful asset that grows with you, paving the way for new relationships, opportunities, and long-term success.