May 14, 2025
Let's dive into something that touches every founder, executive, and even the most junior team member, whether they realize it or not: brand building—both the personal kind and the company kind.
Let me take you back a couple of decades—Fast Company ran a cover called "The Brand Called You". It stuck with me. It featured a bottle of Tide and hit on a point that feels even more relevant today: whether you like it or not, the world is building a brand around you. If you’re not taking ownership of it, then your silence is speaking on your behalf.
Personal Brand vs Company Growth
In the early days of a startup, the founder and the company are practically synonymous. That’s natural—and necessary. But the challenge comes when success scales. Does the personal brand support the business or compete with it?
At Edison, we often celebrate our highest-performing founders with superhero capes at our annual meeting. It’s fun, but it’s also symbolic. These founders truly are superheroes. They’ve built something against the odds. But as the business matures, the cape needs to be shared—or at least worn with humility.
From "I" to "We": The Evolution of Leadership
I see it all the time: Founders pitching their company with "I did this" and "I built that." In the earliest stages, okay—maybe. But when you start talking growth equity, $10M–$30M in revenue, I want to hear about the team.
Founders who cling too tightly to being the face of the brand risk stalling their business. Hiring less experienced lieutenants who aren’t a “threat” is a red flag. The best CEOs know that scaling means bringing in people better than them in critical areas.
Thought Leadership, Not Ego
Let’s be clear—I’m not saying you shouldn’t be a thought leader. As a founder or CEO, you must carry the vision. But let’s not confuse being the visionary with being the hero.
There’s a fine line between amplifying your company’s mission and making yourself the main character. The former attracts investors, talent, and partners. The latter? It often repels them.
Everyone Has a Brand—Even Your Team
And this doesn’t just apply to CEOs. Every member of your team has a brand, too, whether they’re cultivating it or not. Encouraging your leaders to have a voice in the market—through speaking opportunities, content, or social media—is a great thing.
But as the leader, it’s your job to help them navigate the double-edged sword.
Final Thought: Own It, But Don't Let It Own You
So what’s the takeaway? Your brand—whether you’re a CEO, founder, or an individual contributor—is being shaped right now. Own it. Shape it. Use it to lift your company, your team, and yourself.
Just don’t let it outshine the mission.
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