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Why Building Personal Brands Within Your Company is a Non-Negotiable

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Savannah Abney
Savannah AbneyChief Content Officer
Why Building Personal Brands in Your Company is Essential | The Breezy Company

Personal branding is growing on LinkedIn and other social media platforms in a way we haven’t seen before. But we’re not talking about the personal brands you’re used to. We’re talking about employees building personal brands as an extension of the company they work for. This shift may seem small but it’s creating big results.

In 2024, we really focused on personal branding—both for ourselves and for the companies we serve. We spent time consistently publishing content, making meaningful connections, and fostering deeper relationships through our personal accounts and those of our clients. The results?

  • Stronger engagement
  • More authentic interactions
  • Measurable impact on their reach

This success made us realize that personal branding should not be limited to individuals outside of organizations. Instead, companies should lean into this potential growth by helping their employees build their own personal brands.

The Next Era of Personal Branding

The evolution of personal branding for employees and businesses

For years, personal branding was associated mainly with influencers, keynote speakers, and industry thought leaders. Then, the second wave emerged—solopreneurs and small business owners who needed to build personal brands because they were their business.

Now, we’re entering a whole new era of personal branding.

Companies are realizing that they have experts with a ton of knowledge, and they are beginning to position these employees as thought leaders. By supporting employees in building their personal brands, companies are not only helping individuals advance their careers but also strengthening their own reputation and authority in their industry.

When knowledgeable employees take the lead in conversations, companies become more than just a logo. They become a trusted resource, represented by real people with real expertise.

How personal branding boosts trust and credibility in organizations

Why This Matters for Every Business

While a lot of large corporations use well-known executives to represent their brands (think Mark Zuckerberg at Meta or Jeff Bezos at Amazon), this strategy is equally effective for small and mid-sized businesses. Many companies, regardless of size, struggle with brand recognition simply because they lack visible, trusted individuals who represent them. This is where an employee’s personal brand kicks in.

Building personal brands within an organization can:

  • Humanize your brand and make it more approachable
  • Build trust and credibility in your industry
  • Increase direct engagement between employees and customers
  • Establish your company as a leader in its field

Personal brands are truly changing the game, regardless of company size or industry. Every business can benefit from having at least one or two personal brands.

Bringing Personal Branding Into Organizations

Businesses supporting employees in building personal brands

One of our biggest goals going into 2025 was to help our clients develop personal brands within their own organizations. By identifying key thought leaders within a company and guiding them through building personal brands, we have seen:

  • Better traction on content
  • Stronger connections with audiences
  • Higher engagement across platforms

The key to this success has been putting real people—authentic, knowledgeable individuals—in front of the brand. We have clients from various industries such as insurance, payroll services, human relations, and eLearning all working to build up their employee’s personal brands. This strategy has been so effective that we are doubling down on it in the coming year.

Once you have a couple of willing individuals, the potential is truly endless. From thought leadership videos to in-depth carousels or simply interacting with people in comment sections, these personal brands are changing the game.

This more direct level of communication allows people to get to know a brand without the pressure and intimidation that may come from interacting with the main company accounts. They can speak to representatives of the company and build up that necessary trust and relationship, strengthening existing customer relationships and working towards new ones.

Breezy team members developing their personal brands

Building Personal Brands Within Our Own Team

After a few months of implementing this strategy with our clients, it hit us: Why aren’t we doing this with The Breezy Company? Up until this point, our company had mainly focused on one personal brand, our Co-founder and Partner, Savannah Abney. We’ve seen a lot of success with this first personal brand and we realized it was time to expand.

We decided to identify a few team members who could benefit from personal branding, provide them with the necessary resources and guidance, and support them in building their own presence. We made sure to emphasize that this doesn’t only benefit the company. By creating a personal brand–branched off from a company or not–you are setting yourself up for a better professional presence. So even if these employees don’t stay at Breezy, they still have a solid foundation to find other opportunities.

How to Identify and Support Thought Leaders Within Your Company

Steps to integrate personal branding into company strategy

The reality is that personal branding is no longer optional. It is becoming essential for professionals across industries and company sizes. Companies that fail to embrace this shift will struggle to build trust, credibility, and engagement. But how do you go about this?

The trickiest part is finding employees who are willing to build a personal brand.

To integrate this strategy into your company, you first need to find and support your employees. Here are the key steps:

1. Identify Willing Participants

Not every employee will want to be in the public eye, and that is perfectly fine. The key is to find individuals who are comfortable sharing their expertise and engaging with an audience. These team members will be the best candidates for building a personal brand.

Also, make sure that they’ve been with the company long enough to contribute value to an audience. If they just started out in your field, it will likely be difficult for them to establish themself as a thought leader.

2. Explain the Benefits

Building a personal brand is not just beneficial for the company—it also benefits employees on an individual level. A strong personal brand can open up new opportunities, establish credibility, and position them as industry experts. Even if they transition to another role in the future, their personal brand will be an asset.

Plus, depending on your industry and the type of employee they are, this may even help them secure more clients, sales, and customers.

3. Define Their Niche

A personal brand must be built around a clear and authentic area of expertise. Companies should work with employees to identify topics that align with their skills, interests, and industry knowledge. This ensures that content remains relevant, engaging, and valuable. As we’ve explained, this person should bring a lot of knowledge to the table. The key is determining which area of their expertise is the best focus.

4. Provide Strategic Support

Companies should actively collaborate with employees on their branding efforts. This isn’t a “set it and forget it” type of situation. They’re going to need the necessary tools, resources, and aid to do this. For example:

  • Help them outline their content strategy
  • Provide time and resources for content creation
  • Encourage consistency in their messaging and engagement
  • Pair them with a content creator

For salaried employees, this may mean allocating a portion of their workweek to personal brand development. For hourly or billable employees, companies should explore ways to integrate these efforts into their roles. Make the process simple and worth it.

5. Encourage Authenticity

Personal branding is most effective when it is genuine. Employees should be encouraged to share their own insights, experiences, and perspectives rather than simply echoing company messaging. While there should be alignment with the company’s brand, personal brands should remain unique and authentic to each individual. Remind them that while this brand is linked to the company, it should be a reflection of their expertise.

Examples of content types for personal branding

What Kind of Content Should Thought Leaders Create?

Thought leaders can create so many types of content and media. Here’s a quick list to get you started:

  • Talking videos
  • Informative carousels
  • Written text
  • Podcasts
  • YouTube videos
  • Infographics
  • Link-sharing
  • Opinion pieces
  • Case studies

For personal branding efforts to be successful, the content must go beyond surface-level updates or generic best practices. Employees building personal brands should:

  • Share valuable insights based on their expertise
  • Discuss trends, challenges, and strategies within their industry
  • Provide thought leadership with unique and well-informed perspectives
  • Engage in meaningful conversations with their audience

Rather than simply broadcasting information, employees should aim to become trusted voices in their field. When customers and industry peers recognize them as credible sources, the company as a whole benefits.

The Future of Personal Branding Is Here

The rise of personal branding as a business growth strategy

It’s time to stop ignoring personal branding and accept it for what it truly is: a useful tool for businesses and individuals. It is no longer just a tool for influencers or entrepreneurs—it is a strategic advantage for businesses that want to build trust, engagement, and credibility.

Companies that invest in developing personal brands within their teams will be better positioned to connect with their audiences, establish authority in their industry, and drive meaningful engagement.

The question is no longer whether companies should embrace this approach. The real question is: How soon can they start?

If you need help developing your and your employee’s personal brands, we have the team to do it. Whether you need content creators, video editors, or someone to update your website, we’ve got you covered. Visit here or take our quick needs assessment to learn how we can help you.

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Chris Beer
B.Well Consulting

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