Personal branding is a key factor in business growth and can directly influence company performance—this is the view of a majority of business leaders surveyed by Impact Relations. Those who have invested in their personal brand and reaped the benefits admit they regret not starting earlier. While new technologies make the process easier, experts stress that personal involvement remains essential.
A study by UCE Research among more than 500 top executives found that over 80% consider personal branding important for business development (with more than 40% calling it very important), and 61% confirm it has a real impact on company results.
“Yet only one in five has a concrete strategy for these activities. This is what sets us apart from Western markets, where CEOs treat personal branding as a company-wide asset,” says Marta Tyszer, founder of Impact Relations and a communications expert. “It’s not vanity PR—our study shows that these actions tangibly support business.”
The most frequently cited benefits include increased trust in the organization (51%) and higher sales (28%). One in four leaders said personal branding helped them attract new clients, partners, or investors. A third regret not starting earlier, believing their companies could have grown faster.
Tyszer stresses that the absence of a leader in the media landscape is not neutral. “Investors, clients, and top talent always check a leader’s online presence. Global studies show that 90% of investors verify a leader’s social media profile before making any decisions. A lack of a solid personal brand is a reputational risk.”
Barriers and the Role of Technology
Despite growing awareness, 22% of executives do not engage in personal branding at all. The main reasons: lack of time (48%), fear of criticism (26%), lack of ideas and budget (24% each), and lack of knowledge (21%). This has fueled demand for specialists in this field. Recently, PayPal sparked debate by advertising for a personal branding content specialist for its CEO with a salary around $200,000 annually.
Acceptance of ghostwriting and AI tools is rising—64% on average, with much higher adoption in innovative sectors. In IT, 81% of leaders use AI for personal branding, and 79% accept ghostwriting; similar levels are seen in marketing. “What matters is authenticity and alignment with company strategy. Audiences quickly recognize when content is fully AI-generated. The winning formula is hybrid—technology as support, but the leader’s voice setting the tone,” Tyszer emphasizes.
Currently, 45% of leaders create content entirely on their own. Internal teams support 20%, and external agencies just 9%. Small business leaders are more likely to DIY, while larger companies invest in structured PR and marketing support.
Platforms and Formats
Most leaders build their personal brand through social media—primarily LinkedIn—and industry conferences. Podcasts and YouTube channels are gaining ground, offering opportunities for deeper expertise. Traditional media still matter but are shifting toward digital formats.
“Expert content allows leaders to share knowledge more broadly than quick comments in radio or TV. Success isn’t measured in likes—it’s about being seen as an expert. That’s what drives business results: attracting investors, recruiting top specialists, or boosting sales. Reach may be currency, but credibility is capital—and that’s what pays off long-term,” says Tyszer.
Crisis Preparedness
Crisis communication is also part of personal branding strategy. Only 25% of small-business leaders say they are fully prepared, compared to more than one-third of large organizations. This suggests SMEs often improvise, while corporations manage leader communications systematically—with dedicated teams, processes, and technologies.
