Navigating the spotlight isn’t easy, even when playing a role that’s front and centre of something you are truly passionate about – like your business! The founder’s identity crisis is common.
Even at an early stage, founders have to get used to being the face, the worker and the decision maker, and this can bring up feelings that you may not initially be comfortable with. Let’s take a closer look at the emotional highs and lows of being the face, how you can embrace it with pride and purpose, and what the alternative is if you’re looking to stay out of the limelight.
Working on your identity is a journey – and not a short one!
Being visible in a business isn’t something everyone is comfortable with, and that’s ok. Being the face comes with A LOT of responsibilities, which can mean A LOT of pressure. You have to be genuine yet let your personality shine through in the right way, strive for the best yet stay true to your company’s mission, be consistent yet have the fluidity to move with the times and the needs of your audience.
All these tasks can lead to self-judgment as founders dice with their own identity crises. Navigating this journey at your own pace, and with pride, purpose and passion is what we’d recommend.
A double-edged sword?
Is tying identity to a business a good or a bad thing? If you’re still on the fence about whether you want to be the business or part of it, this is likely to be a question that has come up.
Combining your identity with your business is best described as a double-edged sword, and a powerful strategy that comes with trade-offs. People after all trust people, with faceless brands rarely doing well in modern day markets. People connect with personal stories, values and experiences, and use these to build emotional connections, trust and authenticity.
Getting personal is also the key to building not just a company but long-term influence within your target market, and your story will make for a more engaging marketing campaign. By being the face, you’ll also have greater control. With you as the brand, you’ll have the freedom to make the business decisions that will take your company to the next level.
Managing personal brand power
Now the downsides, and unfortunately there are a few if you don’t handle your personal brand power with caution.
Burnout, decision fatigue, difficulty delegating and restrictive growth are just some of the negatives that come with managing your image through your business. Make being the face work for you, your business and everyone in it by watching out for red flags like taking criticism too personally, refusing to delegate, and confusing business success or failure with personal worth.
Becoming part of the business
If becoming the face of your company really isn’t for you, becoming part of your business doesn’t have to be a step down or back. In fact, it can be particularly beneficial, especially if you have plans to scale or sell up in the long run. Becoming a part of the business also brings better balance and prevents burnout for a more sustainable professional life.
Separate your personal brand from the company in just a few simple steps. Founders should clearly define roles within their company, while creating systems that offer freedom AND support business continuity. If your identity isn’t going to be the company’s identity, put careful thought into what that brand identity should be and how it needs to come across to customers, staff and suppliers.
The terminology you use everyday can solidify this team effort too. Say “we” instead of “I”, and don’t be afraid to venture outside the realms of your company to gain some perspective. Our experienced and knowledgeable advisors for example are here to support you as your business and brand develops.
Ready to refine your entrepreneurial skills? Tell us a few details on this Initial Enquiry Form and we’ll be in touch to help you as much as we can.