Why People Buy from People: Using Personal Branding to Strengthen PR

Here’s a simple truth: people trust people more than they trust logos.

When a founder, CEO or team leader steps forward and shares their story, values and vision, it brings the brand to life. It puts a face, a voice and a heartbeat behind the business.

That’s what personal branding does! It humanises your PR, builds credibility and helps your audience feel like they’re dealing with someone real, not just a company name.

Let’s look at how leaders can use their personality, purpose and presence to create stronger, more relatable brand stories.

Forget the title, find the Story

A job title doesn’t make someone relatable. A story does.

If you’re a founder or business leader, think about what inspired you to start, what you’ve learned along the way, and what drives you now. These stories are gold because they connect emotionally, they show authenticity, vulnerability and growth.

When you talk about the “why” behind what you do, you turn your experience into a bridge between your audience and your brand.

For example, “I started my business to spend more time with my family” is a relatable human moment. “Our business delivers flexible solutions” isn’t. The first sparks connection. The second sounds like a brochure.

PR thrives on authenticity. Let your story show who you really are, not just what you do.

Lead with values, Not volume

People are drawn to leaders who stand for something, not just those who speak the loudest.

Your values are things like community, innovation, honesty or sustainability and should shape your public voice. They help audiences understand what matters most to you and what drives the way your business operates.

For example, if you care about accessibility, talk about how you’re making your services easier to use. If you’re passionate about developing people, share stories about mentoring or team growth.

When values are visible, they become part of your brand’s identity. They attract the right audience because people want to buy from businesses that reflect their own beliefs.

Show up where your audience is

It’s one thing to have a voice. It’s another to make sure people hear it.

Find the platforms where your audience spends their time. Whether that’s LinkedIn, local media, podcasts or community events and start showing up there consistently.

Share your insights, celebrate your team, comment on topics you care about. You don’t need to post every day, but being visible on a regular basis helps people feel connected and keeps your name front of mind.

Over time, your online presence becomes an extension of your reputation a digital handshake that builds familiarity and trust before anyone even picks up the phone.

Don’t polish the personality out

The best personal brands don’t sound like they’ve been through a press office filter. They sound human.

Share moments that show your character, the things you’ve learned, challenges you’ve faced or even funny behind-the-scenes stories. These glimpses make you approachable.

Of course professionalism matters, but perfection doesn’t. A post that feels personal will always land better than something overly scripted. If it sounds like you, you’re on the right track.

Use your voice to lift others

Strong personal branding isn’t about ego; it’s about amplification.

Shine a light on your team, partners or clients. Share their achievements, insights and perspectives. By using your platform to celebrate others, you create goodwill and show that your leadership is collaborative, not self-serving.

It’s also great PR. Media outlets love stories about leadership that builds community and champions success beyond the boardroom.

Remember, influence grows fastest when it’s shared.

Join the conversation, don’t dominate it

Leadership visibility is not just about talking, it’s about engaging.

Reply to comments, join discussions and listen to what people are saying. Be curious about feedback and open to dialogue.

When leaders interact genuinely, it signals that they value connection, not just attention. That small shift in tone can turn a follower into a supporter, and a supporter into a customer/client.

Wrapping it up

In a world where audiences crave connection, leaders have a powerful opportunity to humanise their business. When you share your story, speak with honesty and stand by your values, people don’t just notice your brand, they believe in it.

Cola Cube Communications can help leaders turn presence into influence by finding the stories that show what makes them, and their organisations, stand out.

Because at the end of the day, it’s simple: people buy from people and they follow those they trust.