Most B2B Companies Don’t Want to Hear This: You Need a Personal Brand

If you run a manufacturing firm, a logistics company, or a regional service business, the idea of “building your personal brand” might make your eyes roll. You’re not an influencer. You’re not trying to go viral. You’re trying to win long-term work and deliver results.

But here’s the reality: in 2025, trust is what sells. And trust is built by real people showing up in real ways—even in so-called “boring” industries.

In a conversation between Jake and Jef van de Graaf, an SEO-focused copywriter and founder of Copy Ads Content, the two broke down how personal branding works in unglamorous industries—and why it doesn’t have to be cringey, time-consuming, or superficial.

What Personal Branding Actually Means (For Boring Businesses)

Most people hear “personal brand” and immediately think: selfies, taglines, overdone colors, maybe even a dancing TikTok. That’s not what Jake and Jef are talking about.

Instead, think of personal branding as how you show up across the digital (and in-person) customer journey:

• Is your name and face findable on your website?
  
• Do you share helpful advice in your own words?
  
• Can potential buyers see what it’s like to work with you?
  
  

That’s it. No gimmicks, no persona, no marketing theater. Just showing up like a human being.

Why It Matters More Than Ever

B2B buyers don’t make decisions alone anymore. And they don’t just rely on your sales team. According to Gartner’s research, today’s B2B buying journey is messy and non-linear—with multiple people involved and much of the research happening online before any direct contact.

Your personal brand gives people the confidence to move forward in that complex process.

Here’s what it solves:

• Anonymity: Many industrial websites hide the team behind the business. That’s a missed opportunity to connect.
  
  
• Lack of clarity: Buyers want to know who’s behind the solution. Not just a company name.
  
  
• Low trust: People are constantly getting hit with generic pitches and scams. Showing up as a real, grounded human helps you stand out.
  

These weren’t entertainment pieces. They were trust-builders — content that answered real buyer concerns and helped the company get found by people who needed help.

And the broader trend supports this: 86% of businesses use video as a marketing tool in 2024, and buyers increasingly prefer low-friction, high-relevance content.

5 Low-Lift Ways to Start Building Your Personal Brand

You don’t need a content calendar, a LinkedIn ghostwriter, or a selfie stick to build your brand. Start with these five simple actions:

1. Add a “Meet the Owner” or “About Our Team” section on your website.
   Include a headshot, a short bio, and your role in the business. Let customers see who they’re working with.
   
   
2. Answer common customer questions—on camera.
   Pull out your phone and record 60-second clips answering common issues your clients face. You don’t need a studio. You need clarity and sincerity.
   
   
3. Share behind-the-scenes work on social or your site.
   Jef shared how a client started filming raw job site videos. “They weren’t polished, but people saw them as real—and they started to get more traction.”
   
   
4. Connect with real people on LinkedIn.
   No spam. No automation. Just connection requests to the types of partners, customers, or community members you want to be known by.
   
   
5. Repurpose what you already do.
   Jake recommends asking internal experts or leaders to talk out loud about what they’re working on. Record it. Transcribe it. Turn it into valuable content.
   

But What If You Don’t Want the Spotlight?

You’re not alone. Jef himself admits:

You don’t need to post every day or turn yourself into a walking logo. The goal is simple: be findable, be real, and be helpful.

What Not to Do (Avoid These “Fake Authenticity” Traps)

Some companies try to fake personal branding with templates and automation. That can backfire. Jef and Jake recommend avoiding:

• Generic LinkedIn automation: Connection request + spammy follow-up = instant block.
  
• AI-generated posts that don’t reflect your voice
  
• “Love bombing” prospects with fake engagement to force a sales convo
  
  

Instead, keep it light and human.

Be the Reason Someone Trusts Your Company

In 2025, the B2B buyer journey is not about features and benefits—it’s about trust. Your personal brand, done simply and authentically, helps you create that trust before you even get on a call.

This isn’t about performance. It’s about presence.

And if you need help figuring out how to show up in a way that fits your business and your personality, Jake Mooney and Jef van de Graaf are doing this work every day—from Chiang Mai to Canada.

Explore more of their work at:

• greenlightstudio.co
  
• copyadscontent.com
  
• baob.ca
  
• jefvandegraaf.com