For starters, I tell them that’s a brand too. But more than likely, the investor in question has carved a distinct path online or offline by consistently taking visible actions aligned with their character, strengths, values, and career goals. In other words, they have earned the right to not worry about how they come across online, and their reputation now precedes them.
But without an intentional public presence and persona, aspiring investors are missing out on one of the most sustainable long-term inbound funnels for their careers. The potential benefits are numerous and too valuable to ignore—from forging relationships with unseen upsides to improving not only the flow but the quality of deals. And, as with most worthwhile goals, you’ll always wish you had started “last year.” The more a personal brand is developed over time, the more it becomes a virtuous cycle that goes beyond securing deals.
Build authority in your niche.
Ultimately, entrepreneurs seeking investment are not just interested in the money. They often tend to work with investors who also offer strategic guidance within their sector. Whether you have a long track record in biotechnology, software-as-a-service, or any other industry, it pays dividends to share industry insights, based on your personal experience and as seen through your unique lens.
This can be content that is posted on social media for everyone to see, but it doesn’t have to be. What matters is that you consistently reach your target audience, whether it’s through an annual talk at a martech conference, an in-person Web3 meetup you host, or your own weekly newsletter.
Expand your network and deepen your relationships.
Even if the ultimate goal is to secure deals, deals are forged in trust, and trust is forged in relationships. A personal brand for an investor has very little to do with self-promotion. It’s about deeper, genuine connections with as-yet-unseen benefits.
And this is not limited to founders. Collaborating with peers, whether it’s through co-authoring white papers, attending an industry forum, or appearing as a guest on a podcast, can increase your reach, your impact, and your exposure to opportunities. You just need to understand, and even come to cherish, that the path is not linear: A does not lead to B, and B does not lead to C. It means providing value without direct expectation.
Improve the flow, quality, and timing of inbound deals.
In essence, a personal brand is about attracting opportunities that are most relevant to you. But that can only happen if you have a consistent public persona. The more you shape and enrich that presence, the more you will attract the right people and the right deals. Once set in motion, your brand becomes a semi-passive inbound funnel. You will receive legitimate deal opportunities from a trusted colleague. And it’s more likely that you’ll be the first to know about a deal, the first in the room, and the first to make an offer.
It also works the other way. Your brand will disqualify leads that weren’t a good fit for you in the first place, perhaps because of your well-known stance on carbon emissions or your corporate culture.
Build up negotiating power.
A strong personal brand signals that you bring more to the table than just capital. Founders often offer more favorable terms to investors they know, like, and trust. Investors who bring industry knowledge, a solid reputation, and an extensive network can negotiate deals to their advantage. And this perception extends to potential partners, opening doors to more capital and more ambitious investments.
Ensure the success of your deals.
Securing a deal is only the first step. A well-established public persona can increase public visibility and trust in a budding company. You don’t have to be a Shark Tank celebrity investor to lend your credibility and voice to a growing startup and improve its chances of success.
I hope you can see the virtuous cycle at play here. A well-defined, consistent, and intentional personal brand builds long-term credibility and relationships that will bring you relevant, qualified leads, secure that first meeting and set your investment up for success. The thought of cultivating such a brand may initially seem out of place in the investment world, but the potential benefits become clear when you break away from worn-out clichés about personal branding and instead craft it according to your own preferences and values. I always tell my clients that they already have a brand—it’s the cumulative impression they make at every touchpoint, both online and offline. It’s up to them to decide if they want to take a stake in consciously shaping that brand.
Claudia Miclaus is the founder of Brand Capital Advisors, an international communications company specializing in personal branding, thought leadership, and media services. They advise high-level executives, CEOs, entrepreneurs, investors, governmental officials, and decision makers. Learn about Claudia and her activity on claudiamiclaus.com or brandcapitaladvisors.com.
www.claudiamiclaus.com
www.es.linkedin.com/in/claudiamiclaus
BY Egli HAXHIRAJ, Anamaria MESHKURTI and Jonida GJUZI
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