As a founder, you’re not just representing your company; you are your company’s brand. From the way you show up in person to the way your digital presence tells your story, every touchpoint someone has with you influences how your business is perceived. But what often gets overlooked is this: how cohesive and congruent your personal brand is with your company brand can make or break your success.
When I work with founders, executives, and leadership teams, my focus is on optimizing both their personal brands and their company brands—and, crucially, the intersection of the two. Here’s why that matters and why it should matter to you, too.
Your Brand Is Your Reputation—And It’s Always Working
Your reputation has always mattered–it’s one of the most important things about you (and your company). It’s been that way forever. We just have a new term for it now: personal branding. The way you present yourself—whether in person, online, at a networking event, or even on vacation—communicates something. And here’s the truth: people will form perceptions about you. The question is, are those perceptions aligned with the story you want to tell?
Whether you’re meeting investors, hiring top talent, or networking with potential partners, every interaction reflects back on your business. And as we know, first impressions matter. Studies show that it takes only seven seconds for someone to form an opinion of you. Those seven seconds are gold, and it’s my job to help you own them.
The Missing Piece: Personal Style as a Strategy
When I was asked, “What’s the one thing every founder needs to start with?” my answer surprised everyone: your style.
Why? Because style isn’t just about looking good. It’s about feeling aligned with who you are and telling your story authentically. When you dress in a way that reflects your identity, it creates a powerful ripple effect. You feel more confident, your energy becomes magnetic, and opportunities start coming to you.
For example, one of my clients, a founder navigating an important brand pivot, felt stuck because her outward appearance no longer reflected the elevated version of herself she was stepping into. Together, we started by nailing her personal style. We planned her brand shoot, created a cohesive wardrobe that represented her evolving identity, and ensured that she felt confident in how she was presenting herself. But our work didn’t stop there. With her newfound confidence, she began putting herself out there more—pitching herself for podcasts, attending high-level networking events, and showing up as the leader she knew she was. We then worked to ensure every touchpoint of her brand, from her personal website to her company’s digital presence, aligned with this elevated identity. Now, we meet monthly to strategize proactive ways to grow both her personal and company brands. I advise on all external design, imagery, and branding decisions, ensuring every detail remains cohesive, congruent, and reflective of her new positioning.
This is what I call the Strategy of Style—using your personal presentation as a strategic tool. When your style aligns with your identity and the stories you want to tell, it becomes more than just clothing. It’s a business asset.
The Strategy of Style™ operates on two levels:
The first focuses on you—your identity, style, and how these elements align with your personal and digital presence. When you know who you are and express that authentically through your wardrobe and branding, you not only gain confidence to put yourself out there but also clarity in making impactful decisions for your business.
The second level is about being strategic with your style in specific situations, like networking events. For instance, when I attended a networking event, I wore an intentionally bold monochromatic red outfit with statement jewelry. It stood out in a sea of neutrals and became a conversation starter. So much so that at another event a week later, someone approached me, remembering me specifically from that red outfit. This strategy isn’t about fishing for compliments—it’s about creating opportunities for meaningful conversations, building rapport, and staying top of mind. In a world where success hinges on how often people remember you, standing out authentically is a powerful tool to differentiate yourself and build connections.
Congruence: The Marriage of Personal and Company Branding
Here’s the part most people miss: your personal brand and your company brand must feel like an extension of each other. Think about Apple. While the brand itself has its own identity, you can still feel the influence of Steve Jobs in everything they do. That synergy between founder presence and company brand is what creates trust, credibility, and recognition.
But this doesn’t happen by accident. It takes intentionality and strategy. It means auditing every touchpoint—your wardrobe, your website, your marketing materials, your social presence—to ensure everything is authentic, cohesive, and aligned.
When I work with clients, I wear all the hats–fractional Chief Brand Officer, Stylist, Creative Director, Brand Consultant, Brand Advisor–basically, if it’s about your brand’s external presence, I’m on it! From making sure your wardrobe reflects your vibe to ensuring your company website and marketing materials stay totally on-brand, I oversee every touchpoint that shapes how you’re perceived. I also develop creative strategies like brand activations and campaigns to position both you and your company as leaders in your industry. It’s all about building a cohesive, magnetic presence that feels authentically you.
Why This Work Matters Now
As a founder, you’re not just building one thing. Most entrepreneurs I know want to wear multiple hats—advisor, board member, serial entrepreneur. Your personal brand is what allows you to leverage the success of your company to step into these roles. It’s what opens doors for your next chapter.
But the time to start this work isn’t when you’re ready for the next step. The time is now. When you align your personal brand with your company brand, you’re not only positioning yourself for future opportunities, but you’re also fueling the growth of your business today. Your personal presence creates trust, builds credibility, and magnetizes the people and opportunities that will help you scale.
It’s Time to Align Your Presence With Your Vision
This work isn’t about vanity. It’s about clarity. It’s about ensuring that who you are internally is reflected externally in every way. When your brand is aligned, you’re no longer just running your business—you’re embodying it. And that’s the kind of energy that creates exponential growth.
So here’s my challenge to you: Take a moment to audit your personal and company brand. Does every touchpoint—your wardrobe, your website, your marketing—tell a cohesive, authentic story? Are you proud of what people see when they look you up online or meet you in person? If not, this is the moment to change that.
Your personal brand isn’t just a nice-to-have. It’s a necessity. And when done right, it’s a superpower!
Let’s make yours one to remember!
About the author:
Kate is a recognized expert in personal brand alignment for founders, CEOs, and executives. She specializes in helping leaders bridge their inner identity with their external presence, ensuring every touchpoint—from wardrobe to digital branding—tells a cohesive, authentic story. By guiding her clients to step into the “2.0 version” of themselves, Kate positions them for exponential growth and success, both personally and professionally.