When you’re an entrepreneur just starting out, the last thing you’re thinking about is investing in your image and reputation. For celebrities and public figures this may be a necessary expense but when you run a small business, what’s the point? 

Times have changed.

Publicity has always been a requirement for success, but gone our the days when you can rely on word of mouth. Our work does not speak for itself in the digital media age. We have to invest in our online presence to get our work in front of our audience or ideal clientele.

Luckily it’s easier than ever. But for so many of us it seems daunting. Substack, youtube, tiktok, instagram. How do we manage to make content and share it, on top of running our business? How do we craft an authentic image, while still adapting to the current trends? 

When you invest in your personal brand, you have an opportunity to showcase your work, grow your income and compete with some of the biggest brands, products and personalities. And whether you want your brand to become a giant, or to grow into a more sustainable and profitable business, investing in the expertise to craft an image is essential. 

When it comes to accounting or legal matters, we have no problem deferring to the experts. But for some reason we think of PR, image consulting or social media as not worth the investment. But in truth, the difference between those celebrities and influencers and the average business owner is that they have invested in those experts. Perhaps they had a viral moment or product, but they couldn’t have sustained that success or leveraged it into a career without the help of experts.

Of course, having a beautiful online presence doesn’t automatically equate to success. You still have to do the work, meet the right people and have a little bit of luck. But when the opportunity you’ve been waiting for presents itself, having a personal brand, impeccable style and an already established online presence is going to separate you from the millions of others who’d kill to be in your spot. 

Words by
Josette Ramnani