When you are starting a company, especially in its early stages, attracting customers can feel like a big challenge. You have got the product, you have got the vision, but how do you get your first customers? The common instinct is to invest in performance marketing - running Meta and Google ads. But if you are just starting, you probably don’t have a large budget to burn on ads that may not work. So, what do you do?

This is where personal branding becomes vital. It’s a cost-effective way to build trust, one of the most valuable assets for any early-stage founder. 

Imagine this: you’re a consumer with two ration shops in your neighbourhood. Both are selling the same products, but for one, you know the shopkeeper. You’ve seen him around, and you trust his story and commitment. For the other, you know nothing about the shop or its owner. Which shop would you trust more? It’s almost certain you’d go with the first.

Trust is key when starting a company. People need to believe not just in your product, but in you as the founder - the individual behind the brand. In today’s world, with so many options available, personal branding helps you stand out and build that trust. Without it, you’re just another company in a crowded market.

We are currently facing what’s known as a 'trust crisis', where people are overwhelmed by choices and sceptical of advertisements. Building a product is easier than ever with access to capital, AI, and technology. But what’s hard is earning trust, especially when there are hundreds of competitors offering similar products. This is where founder branding comes in. By sharing your personal story and building a connection with your audience, you differentiate yourself in a sea of options.

Increasingly, founders are now taking a "build in public" path, posting about their struggles, learnings, and experiences daily. This attracts customers and investors. We have witnessed founders raising capital from organic social media posts that otherwise would not have reached the investors through cold emails or formal pitches.

So, how do you really build your personal brand? First, you need to discover a purpose. Why would anyone want to follow your narrative? Let's say, for example, you are developing a skincare business. Your purpose might be: "I am passionate about helping Indian people get better skin." This purpose will guide all of your content creation, so ensure that it is something folks can resonate with.

Next, share stories from your company’s journey. Talk about the challenges you have faced, whether it was running out of inventory or nearly running out of capital. Share how you overcame these hurdles. This honesty and transparency show your commitment to your product and build a deeper connection with your audience.

Also, tell your story. Who are you? Where did you come from? Why do you want to build this company? Telling these things makes people identify with you as a human being, not as a founder. If people feel they know the human behind the brand, it creates a stronger connection.

Moreover, give insights into what you are discovering in the process. Share what is working, what isn't, and the things you're learning while establishing your business. This demonstrates your expertise, engages other entrepreneurs, and makes you a thought leader in your industry.

These four pillars must constitute the basis of your content strategy:

Purpose-driven content

Company journey stories

Your personal story

Business insights

When you're sharing this content, being real matters. People want to be transparent, and being honest in how you present yourself will enable you to build trust faster.

As for channels, start with Instagram or LinkedIn, depending on your demographic. If you are creating a mass consumer brand, Instagram is where it's at. But if you have a specialised business or B2B company, LinkedIn could be more suitable. If I were to choose one, I'd say Instagram. Short-form content is simple to produce and has big reach potential, and that makes it huge for consumer-facing brands.

Once you start to share your story, you will see something amazing happening: you'll begin to build a following of people who have faith in your brand. They'll interact with your content and, even before the launch day, they'll be eager to help you out. They won't merely purchase your product - they'll promote it, and by doing so, they'll help grow your business.

By staying consistent, open, and intentional about your content, you'll build a strong personal brand that will not only draw in customers but also set you up for long-term success.

The author is co-founder, Binge Labs.