Not long ago, most B2B decision-makers stayed behind the curtain. The brand spoke for them. The website, the pitch deck, the client list, that was enough. Not anymore. Today, B2B buyers don’t just want a solid product or service. They want to know who’s behind it. They want credibility. Connection. Proof that the people running the business get it.
And the data backs it up: in 2025, a founder or CEO’s personal brand can be the deciding factor between winning and losing a deal. So if you're still sitting on the sidelines, relying on your company brand alone, you’re already behind.
The Rise of the Human-Led Brand
The traditional B2B model was faceless. Companies competed on features, case studies, pricing. Now? People want to work with people.
Whether it’s a founder on LinkedIn sharing insights, a senior leader speaking at an event, or an expert team member contributing to a key industry publication — this is what builds trust in 2025.
🔍 32.7% of B2B decision-makers say the reputation of the CEO or leadership team was a key factor in choosing a service provider.
That’s a third of your market, actively factoring you into their buying decision. Why the shift? Because the market has changed. Buyers are overwhelmed by options. When everything sounds the same, they default to trust. And trust comes from familiarity. From faces, voices, ideas. From personal brands.
The Power of Thought Leadership
Thought leadership used to be a bonus. Now it’s the baseline. It’s how decision-makers filter the noise, spot expertise, and find confidence in their choice.
The Kurogo report found that:
🧠 88.5% of B2B buyers are more likely to choose a company where the CEO demonstrates clear thought leadership, assuming quality and price are equal.
That’s nearly 9 in 10 buyers. Which means: if your competitor’s CEO is visible and credible, and you’re not, you’re losing business before the conversation even starts.
It’s Not Just the CEO
While the founder often drives the strategy, personal branding doesn’t stop at the top.
🤝 61% of decision-makers said the senior leadership team’s reputation significantly influences their buying decisions.
That includes COOs, CMOs, CFOs, anyone shaping the company’s direction. Each one is a potential asset (or liability) to your brand, depending on their visibility and perceived credibility. Kurogo’s own work with clients proves this time and again: when multiple senior figures are active, aligned, and visible, inbound opportunities rise. Trust builds faster. Sales cycles shrink.
So What Is Personal Branding in B2B?
Let’s define it clearly:
Personal branding is the process of making your leadership team visible, credible, and trusted in the eyes of your target market, through consistent, strategic communication. It’s not about ego or influencers. It’s about helping the right people see your expertise and associate it with value.
That might look like:
- Publishing insights on LinkedIn
- Speaking at events
- Being interviewed on podcasts
- Writing articles for industry press
- Having a strong, optimised digital presence
Each touchpoint compounds into a perception of leadership, trust and authority. And in 2025, that’s what moves the needle.
The Hidden Cost of Staying Quiet
If your brand is great but your leadership is invisible, here’s what you’re leaving on the table:
- Lost leads who never trusted you enough to enquire
- Deals that went to competitors who “seemed more credible”
- Press and podcast invites that didn’t come your way
- Referral opportunities that never sparked because your name wasn’t top-of-mind
📉 In a separate Kurogo study, 100% of business leaders who actively invested in personal branding saw increased new business opportunities.
The link is clear: visibility brings opportunity. Silence costs.
Final Thought
Your leadership brand isn’t just a “nice to have” anymore. It’s your company’s front line. It’s how you build trust at scale. And in a crowded market, it’s one of the only things that truly sets you apart. So the question isn’t “should we be doing personal branding?” It’s “how fast can we start?”.
.png)