Image: IGI Studios
By Jon Michail
Small and medium-sized enterprises (SMEs) face unique challenges in an increasingly competitive and digitally driven marketplace. While large corporations rely on vast marketing budgets and established reputations, SMEs often depend on the credibility and visibility of their founders and key executives. This is where personal branding becomes a game-changer.
In today’s business world, people buy from people. A well-crafted image and brand not only differentiates your SME from competitors but also builds authenticity, trust, and authority in your industry. Yet, many SME owners and leaders neglect personal branding, mistakenly believing that their business brand and SEO Activities will carry them. They won’t.
Your Business Brand Alone Isn’t Enough
For decades, SME owners have hidden behind their company names, thinking their products and services would speak for themselves. That mindset is outdated. Research from Edelman Trust Barometer reveals that 63% of consumers trust the personal brand of a business owner more than the business itself.
Consumers, investors, and employees seek leaders who demonstrate authenticity and trust. When an SME leader builds a strong personal brand, they humanise their business, attract more clients, and secure higher levels of loyalty.
“Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos
Your reputation as a business leader directly impacts the success of your SME. The question isn’t whether you should invest in your personal brand—it’s whether you can afford not to.
Why Personal Branding is a Competitive Edge for SMEs
- Your Image and Brand Build Trust
Trust is a deciding factor in purchasing decisions. A PwC survey found that 71% of consumers will buy from a business they trust, even if it costs more. This is critical for SMEs, where consumer confidence often hinges on the credibility of the founder or leadership team.
- Authenticity Drives Customer and Investor Confidence
Customers are increasingly drawn to brands with an authentic and transparent leadership voice. A Harvard Business Review study found that leaders who openly communicate their values and mission see a 40% increase in customer engagement. For SMEs, this level of engagement can translate into loyal customers and repeat business.
- Visibility Leads to More Opportunities
Research by LinkedIn shows that decision-makers who actively engage in personal branding efforts generate 60% more business opportunities. If you want investors, media, or customers to notice your SME, your personal brand must be front and centre.
- A Strong Personal Brand Future-Proofs Your SME
Companies come and go, but a powerful personal brand creates long-term influence. If your SME evolves or pivots, your reputation will remain an asset, opening doors for new ventures, collaborations, and continued success.
How to Build a Personal Brand That Elevates Your SME
- Define Your Core Identity
Establish your unique value proposition as an entrepreneur or business leader. What values do you stand for? What expertise do you bring to your industry? Defining these pillars will shape your public persona. - Tell Your Story with Authenticity
Share your journey—the struggles, lessons, and victories. Customers connect more with stories than corporate messages. Richard Branson, for instance, has built Virgin’s brand on his personal philosophy and experiences. - Optimize Your Online Presence
Your image and brand should be consistently reflected across platforms like LinkedIn, business websites, and social media. A study by Forbes found that CEOs with strong online presences attract 46% more engagement for their businesses. - Engage in Thought Leadership
Writing articles, speaking at industry events, and sharing insights online position you as an authority in your field. Data from HubSpot shows that SME leaders who actively publish content receive 3x more inbound leads than those who don’t. - Leverage Media and PR
Getting featured in local or industry publications enhances credibility. A single interview or guest appearance on a targeted podcast can amplify your reach significantly. - Network with Intention
Personal branding isn’t just about online presence; real-world connections matter too. Building relationships with industry leaders and potential partners strengthens your SME’s reputation.
The Bottom Line: Your Personal Brand is Your Business’s Greatest Asset
For SMEs, the founder’s or executive’s personal branding is often the single most influential factor in building credibility, attracting customers, and driving long-term success.
A strong image and brand aren’t just for celebrities, ASX or Fortune 500 CEOs—they’re essential for entrepreneurs who want to scale their impact and influence.
Call to Action: If you want to take your SME to the next level, invest in your personal brand today. Build trust, establish authority, and create lasting success through authentic leadership and strategic visibility. The future of your business depends on how you show up—make it count.
Jon Michail is the Founder and CEO of Image Group International, a pioneer in personal branding, executive coaching, and reputation management for entrepreneurs and SME leaders. His insights have been featured in Forbes, CEO Magazine, and Entrepreneur. Connect with him to elevate your personal brand.
