Entrepreneurs like Virgin’s Richard Branson, Amazon’s Jeff Bezos, and locally, Boost Juice’s Janine Allis and Sweat’s Kayla Itsines have built their own profile as a growth strategy for their businesses. Richard Branson credits it as one reason for his success in markets like the US, while Kayla Itsines has 28 million Facebook followers, 13m on Instagram and is worth $486m.
In December 2020 there were more than 2.8m businesses in Australia, 100,000 more than in December 2019. While COVID-19 has ravaged small businesses in overseas markets like the US and UK, many (but not all) local small businesses have been supported during the pandemic so that they can survive this chaotic period. (Update: I wrote this just before the Delta strain reached Australia, so the current lockdowns and any more to come are already creating a harder future for many SMEs).
So when you’re leading a business and that business is yours, how can you build your profile at the same time as you build your business brand so the two support each other and you can achieve growth faster? How can you ensure you do it so the two are complementary but also somewhat independent, so if and when you decide to step away from your business, you can take your reputation with you?
Here are four tips on how you can build your profile of a business leader, utilise it as a growth strategy and retain your IP so your reputation is an asset that delivers results for you over the lifetime of your career.