The Power of Founder-led Marketing

Writer: Francesca Gulman

Nowadays, it is harder than ever for brands to stand out, since so many are offering the same products, but with a different name. This is why they need a new way of reaching their target audience. One good way to do this is by using the founder as the face of the brand. This approach makes the brand more relatable, as people are naturally inclined to connect with a real person than with an impersonal company. With the emergence of social media, brands now have direct access to their consumers and a place where founders can relate directly to their consumers.

Founder-led marketing is a practice in which the founder actively plays a part in promoting and sharing the brand. This involves sharing their story, expertise and discussing their products. By doing so, the founder makes the brand seem more ‘human’ and develops a real connection with the audience.

For example, beauty companies like Maybelline and Revlon are often thought of as faceless corporations and lack personal branding. Therefore, the consumers do not feel much emotional connection to the company. On the other hand, founder-led companies like Rare Beauty, founded by Selena Gomez, and Fenty Beauty, founded by Rihanna, generate more trust because the consumers feel emotionally connected to the founder and the company's values.

This approach helps brands win the hearts of customers and establish trust with them, something that not only drives instant sales but also builds long-term loyalty. Such loyalty triggers repeat purchases, thus improving the overall financial health of the brand. Nowadays, people are interested in what is going on behind doors - they want to know who owns the brand. That's why 'Day in the Life' videos are so popular on social media. Employee-Generated Content (EGC) is growing because it lets brands share real, behind-the-scenes content that makes customers feel more connected.

Elon Musk is a clear example of founder-marketing. Whether you don't like cars or tech, or even whether you dislike him as a person, you can't help but hear about him everywhere. Tesla has become more appealing due to Elon Musk’s active presence on social media. People connect with those who are behind the brand rather than the company itself, which contributes to Tesla’s recognition and popularity.

Founder-led marketing, however, comes with some dangers. A founder's personal action or view can significantly influence public opinions, especially during politically sensitive times. Musk is a great example of how quickly a brand can find itself in trouble if the founder behaves controversially. Whatever he posts on social media can make or break the reputation of Tesla in the minds of the general public. When the reputation of a brand is identified with one person, their actions tend to have an extremely powerful effect. One of the methods through which firms are able to manage this threat is by providing the founder PR training so that they can approach public appearances with care.

The voice of a founder carries significant influence and must be approached with intention. Founder-led marketing has the power to either make or break a brand, making it essential to approach it with clarity and purpose. Today’s customers are not just passive consumers, they are people seeking genuine connection with the brand. We are naturally inclined to trust individuals over faceless corporations, and we're increasingly curious about the people and stories behind the brands we engage with. Founder-led marketing meets this demand by adding a human touch to brand communication.