What Founders Get Wrong About Personal Branding

Many founders understand the importance of personal branding but struggle to execute it effectively. A strong personal brand can attract investors, customers, and top talent yet most founders either neglect it or approach it the wrong way.

If you’re serious about building your brand on X and LinkedIn, here are five common mistakes you need to avoid and how to fix them.

Mistake #1: Talking Only About Their Product

Too many founders treat their personal brand like a sales page, constantly posting about their product’s features, funding rounds, and company milestones. The problem is people don’t follow individuals for advertisements, they follow for insights and value.

Fix: Share insights, not just features.

Instead of saying, “Our AI tool automates reports,” shift to, “Here’s how busy executives can reclaim 10 hours a week using AI-driven automation.” Make your content about the problems you solve, not just what you sell.

Mistake #2: Posting Inconsistently

One day, you post a great thread or LinkedIn post. Then… silence for weeks. Inconsistent posting makes people forget about you and kills your momentum.

Fix: Create a content system.

Pick 3-5 core topics you want to be known for (e.g., leadership, industry trends, startup lessons) and commit to posting at least 3x per week. Block out time to create content in advance so you stay consistent.

Mistake #3: Sounding Like Everyone Else

The internet is full of generic startup advice. “Build in public,” “Hire slow, fire fast,” “Culture matters.” If your content sounds like it came from a motivational poster, it won’t stand out.

Fix: Add personal stories and strong opinions.

Instead of generic advice, share your real struggles, failures, and hard-earned lessons. People connect with authenticity. Example:

• Generic: “Every founder needs a morning routine.”
• Personal: “I used to wake up at 5 AM because successful founders do it. Turns out, I work better at night. Productivity is personal. Find what works for you.”

Mistake #4: Ignoring Engagement

Many founders treat LinkedIn and X like a one-way street: they post but never interact. This kills growth because engagement drives visibility on both platforms.

Fix: Treat social media as a conversation.

• Reply to comments on your posts.
• Comment on other founders’ posts with thoughtful insights.
• Ask questions to spark discussions.

Engagement boosts your reach and builds relationships, both essential for personal branding.

Mistake #5: Not Leveraging Their Network

Founders often try to grow their audience alone when they already have a valuable network. They miss opportunities to collaborate and cross-promote.

Fix: Leverage your connections.

• Co-author posts with other industry leaders.
• Join podcasts or webinars to share your expertise.
• Engage with investors, customers, and thought leaders to expand your reach.

Your network is one of your greatest assets, use it strategically.

A strong personal brand isn’t about self-promotion; it’s about sharing value, being consistent, and building trust. The founders who get it right attract more business, partnerships, and opportunities.

The best part? You don’t have to do it alone. If you need help crafting high-impact content on X and LinkedIn, let’s talk.