Putting a face to the brand: How to build a social following around yourself

What do Jane Lu, Janine Allis and Zoe Foster-Blake all have in common? Apart from starting their own business empires, they heavily feature on social media for their respective brands: Showpo, Boost Juice and Go-To. So what can you learn from these founders? asks Harry Lowes.

Consumers want to learn more about the people behind their favourite brands. Don’t just take my word for it, research shows that as many as 70 per cent of people feel more connected to companies whose CEOs are active on social media. 

If anything these amazing founders have shown that sharing more about you and your business isn’t a mistake, but a powerful tool to help build your brand and trust with your online followers.

How to become the face of your brand on social media 

Show off your personality to your audience

Start by defining what makes you unique—your core values, passions, and strengths. Reflect on what drives you and what you stand for, then align these attributes with your business, and build them into your social strategy. This alignment creates a foundation for a consistent and authentic social presence, allowing your audience to see the true essence of who you are and what your business represents. 

For instance, creating talk-to-camera videos sharing more about your background as well as any challenges you might have overcome setting up your business, are great ways to showcase your true self, building a real connection with your online community.  

Get comfortable in front of the camera

When you are ready to make the first step and start sharing on social media, authenticity is crucial, so share genuine experiences, struggles, and successes. Don’t forget to maintain consistency in your messaging, tone, and posting schedule to keep your audience engaged. 

A level of honesty will also help you connect with your audience on a deeper level. People love behind-the-scenes content, such as a day in your life, sneak peeks of new products, or the story behind a business decision, which humanise your brand and fosters stronger connections. Jane Lu from Showpo is a great example of this. 

Connect with your audience

Engaging with your audience is crucial – respond to comments, ask for feedback, and interact with their content to show that you value their input. By creating a dialogue rather than just broadcasting your message, you enhance loyalty and engagement. 

Regularly interacting with your audience makes them feel appreciated and heard, strengthening their connection to your brand. Play around with new features such as Broadcast Channels on Instagram to meet customers where they are: sharing updates and building community by showing behind-the-scenes moments using text, photo, video, voice notes and polls.

Tell your story across multiple channels

Showcase yourself and your team across multiple social media platforms to reinforce the playful brand identity you’ve developed. Use each social platform to share a different side of your brand while maintaining consistent messaging. 

For example, use Instagram for visual storytelling, showcasing your brand through photos and Reels that highlight your personality and products. While LinkedIn is ideal for sharing professional insights, industry news, and thought leadership content. Depending on your business, your audience can help dictate where you show up; some businesses may suit a LinkedIn audience, whereas others may thrive on visual platforms or those that prioritise video content. Encourage your team members to share and create content through brand channels, too – growing the social currency of your business.

Build your IRL professional network

Build a professional network aka your ‘mutuals’ early on by attending industry events, joining relevant online communities, and connecting with other brand owners in your field. Networking helps you stay informed about industry trends, gain valuable insights, and establish relationships that can support your personal brand growth. 

Engaging with peers and industry leaders can provide opportunities for collaboration, mentorship, and exposure to new audiences. In-person events are invaluable for this, not only to build your contacts, but also as an opportunity to create ‘collab’ content and share with both audiences. By actively participating in your professional community, you also enhance your visibility and credibility, laying a strong foundation for your personal brand. Don’t be shy about sharing and exchanging social handles with peers when you have the chance!  

Building a social following around yourself, alongside your team, is a must. It humanises your business, builds trust, enhances engagement, and sets you apart from the competition. My advice is to pick up your phone and start making content – doesn’t matter if it’s raw or unpolished – people want to see more authenticity.

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