Are you making these mistakes with your personal brand?

If you're a founder, you already know: people follow people, not just companies.

Your personal brand is one of your most valuable assets—it attracts investors, talent, and opportunities. But a lot of founders get it wrong (or worse, don’t even try).

I’ve worked with countless founders, and these are the most common mistakes I see when it comes to personal branding:

The 21 Biggest Personal Branding Mistakes Founders Make (And How to Fix Them)

1. No Strategy, No Plan, No Clue Why They're Doing It

If you don’t know why you’re building your brand, how will anyone else?
Fix it: Have a clear purpose and strategy - are you positioning yourself as an industry leader, attracting investors, or building trust with your audience?

2. No Goals = No Growth

What are you trying to achieve - fundraising? Thought leadership? Hiring great talent? If you don’t define your goals, your personal brand won’t get you anywhere.
Fix it: Set clear objectives so you know what success looks like.

3. No Clear Sense of Self

If you don’t know what you stand for, your audience won’t either.
Fix it: Define your values, expertise, and mission - these should be the foundation of everything you share.

4. Talking to Everyone = Talking to No One

If your content is too broad, it won’t resonate with anyone.
Fix it: Focus on a specific audience - investors, industry peers, customers, or future hires? Speak directly to them.

5. Mixed Messaging = Confused Audience

If one day you're posting startup insights and the next you're sharing workout selfies, your audience won’t know what to expect.
Fix it: Align your messaging with your expertise and stick to 3-4 core content themes.

6. Not Aligned with Company Comms

Your personal brand should complement your startup, not contradict it.
Fix it: Make sure your messaging supports, rather than competes with, your company’s mission.

7. Leaning Too Hard on the Personal

People love authenticity, but if all you post is personal content, it can feel self-indulgent.
Fix it: Balance personal insights with valuable takeaways for your audience.

8. Not Doing Anything (AKA "Ghost Founder")

Silence doesn’t build brands. If you’re waiting for the perfect moment to start posting, you’re already too late.
Fix it: Start now. Even if it’s once a week, consistency beats perfection.

9. Just Reposting Company Content

If all you do is share your startup’s posts, you’re not building your brand - you’re just an unpaid marketing rep.
Fix it: Add your own insights and experiences to company news.

10. Posting and Ghosting

Founders who drop a post and disappear are missing the point of social media - it’s a conversation.
Fix it: Reply to comments, engage in discussions, and show up in other people’s conversations.

11. Can’t Explain What They Do

If you can’t answer “What do you do?” in a clear, simple sentence, neither can your audience.
Fix it: Nail your intro so that people immediately understand your value and expertise.

12. Not Sharing Their Founder Journey

People don’t just want to hear about your business - they want to hear about you.
Fix it: Share your “why,” challenges, and lessons learned along the way.

13. Making It All About Them

Your audience doesn’t wake up wondering how your startup is doing.
Fix it: Shift from me to you. Make your content valuable to your audience.

14. No Presence, No Impact

If no one can find you online, you’re invisible.
Fix it: Pick one or two platforms (LinkedIn, Instagram, or others) and start showing up.

15. Sounding Too Corporate

Founders who talk like press releases sound robotic.
Fix it: Be real, relatable, and human. Drop the jargon.

16. Afraid to Take a Stand

Trying to please everyone makes you forgettable.
Fix it: Thought leadership means having opinions - not everyone has to agree with you.

17. Ignoring Community Engagement

You can’t just post and hope for the best.
Fix it: Reply to comments, start conversations, and engage with others.

18. No Video Presence

Video builds trust 10x faster than text.
Fix it: If you're avoiding video, start small - 30-second insights or behind-the-scenes clips work.

19. Only Sharing Wins

If all you post are highlights, people won’t trust you.
Fix it: Share your struggles and lessons, not just success stories.

20. Waiting for Perfection

The biggest mistake? Overthinking.
Fix it: No one remembers the post you never published. Just start.

21. Not Getting Out and About

Personal branding isn’t just about posting online - it’s about being seen in real life, too.
Fix it:

• Attend events, conferences, and meet-ups - visibility isn’t just digital.

• Speak on podcasts or panels - even small ones build credibility and content.

• Host your own gatherings - coffee chats, founder dinners, or networking events.

What I’ve Been Up To This Week

Personal Branding in Action: I spent time prepping for a founder personal brand workshop this week. Helping founders nail their positioning is something I love doing - DM me if you’re working on yours.

Leaning into Video: Finally started creating video content - published on TikTok, YouTube, and Instagram. My presence is small on all three, but TikTok led the way with just under 2K views (vs. a handful on the other two). If you're building a brand, don’t sleep on TikTok. Go give me a follow on your platform of choice - more content coming weekly!

Winning the Days: My early morning starts and gym sessions are keeping me focused and productive. How do you structure your days for success?

Thinking Bigger: Biggest business lesson this week? Most founders play too small. If your goals feel comfortable, they’re probably not big enough. Speaking to myself here!

Final Thought: Don’t Overcomplicate This

Personal branding isn’t rocket science. Show up, share value, and stay consistent.

If this was helpful, forward it to a founder who needs to hear it.

See you next Thursday.

Keep building,

A