What is Personal Brand (and Why Building Materials Executives Need One)?

March 12, 2025

“In building materials, your personal brand isn’t just nice to have anymore—it’s your biggest competitive advantage. When dealers and architects choose who to work with, they’re not just buying products—they’re buying into you as a leader.” -Stefanie Couch

The Personal Branding Wake-Up Call

Let’s talk about your personal brand. Not your company’s brand—yours. When was the last time you shared your industry expertise on LinkedIn? Published your thoughts on where the market is heading? Showed up as the face and voice of your company?

Meanwhile, executives with strong personal brands are landing the biggest deals, securing the best partnerships, and building the strongest relationships in the industry. And that gap is widening.

What is a Personal Brand?

Let’s start with what it’s not. Your personal brand isn’t your job title, your company logo, or your business card. Those are just tools. Your personal brand is what people say, think, and feel about you as a leader. It’s the reputation you build through your actions, communication, and the value you deliver.

Personal Brand vs. Company Brand: What’s the Difference?

Your Personal Brand

This is about YOU—the leader, the face, the person behind the business
Built through sharing expertise, showing authenticity, and connecting with your audience
Creates trust through human connection and personal relationships

Your Company Brand

This is about your business’s collective reputation
Reflected in your visuals, customer service, messaging, and experience
Represents consistency, professionalism, and your market promise

The Reality Check

Picture this: A major manufacturer is looking for a new distribution partner. They check LinkedIn. Your competitor’s CEO has 10,000 followers, regularly shares industry insights, and is known as a thought leader. You… well, you haven’t updated your profile since 2019.

The Numbers Don’t Lie

The data tells the story:

76% of buyers trust businesses more when leadership is visible and active
64% say CEOs who engage on social media are more approachable and trustworthy
Companies with active, branded executives drive 50% more revenue opportunities
81% of large purchase decisions are influenced by executive thought leadership

Yet most building materials executives are invisible online.

Why Your Personal Brand Matters More Than Ever

When you position yourself as a trusted leader in the building industry, your company benefits:

More Visibility

Your name becomes synonymous with expertise
You attract top-tier clients and partners
Media and speaking opportunities find you

Stronger Relationships

Dealers want to work with people they know and trust
Manufacturers seek partnerships with visible leaders
Customers connect with your authentic leadership

Competitive Advantage

Your company stands out because of your credibility
You command premium pricing through trust
Opportunities come to you first

Real Results in Building Materials

When I started sharing insights about millwork and building materials on LinkedIn, everything changed. It wasn’t just about likes and comments—it was about real business impact:

Partnership offers from major manufacturers
Speaking invitations at industry events
Direct deals from relationships built online
Recruitment of top talent who followed my content
Market authority that opened new opportunities

How to Build Your Personal Brand

Share Your Expertise Post regularly on LinkedIn Write about industry trends Share customer success stories Comment on market developments Show your thought leadership
Be Authentically You Tell your story Share your journey Show your personality Connect genuinely Build real relationships
Create Valuable Content Industry insights Market predictions Leadership lessons Behind-the-scenes looks Customer victories

TLDR (Too Long, Didn’t Read):

Your personal brand drives more revenue than your company brand
76% of buyers trust visible leaders more
Branded executives generate 50% more opportunities
Your online presence matters more than ever
Start building your brand now—before your competition does

Key Takeaway

Your personal brand humanizes your business and opens doors your company brand never could. In building materials, the strongest leaders aren’t just running companies—they’re building personal brands that create lasting legacies.

P.S. Which would you rather have: a great company brand with an invisible leader, or a great leader who makes their company unforgettable?

GRIT Tip

Open LinkedIn right now. Search your name. What shows up? That’s your personal brand in action (or inaction). Now, imagine the opportunities you’re missing by not being more visible.