They want to know who they’re buying from, and they want to feel a connection that goes beyond a logo or a tagline. When the person behind the business steps into the spotlight, it creates trust, relatability, and a sense of shared story.
Being the face of your business gives you a unique advantage: the ability to tell your story in a way that resonates. People don’t just buy products; they buy into your brand story. They want to hear about the late nights, the big risks – the moments of doubt. These stories make businesses human and they have the potential to turn customers into brand advocates. Why? Because they want to be part of the journey too.
But being the front and centre of your brand isn’t about posting selfies on LinkedIn – it’s about taking on a responsibility that can come with incredible pressure – with potentially high rewards. When your face is tied to your company, every decision, every post, every public moment matters – your personal reputation is on the line. Now this is much easier to do when your business is small and growing. But what about when you start to scale? How do you step back when the business has been built around you? And there’s the personal toll: the pressure to always be “on,” to share and to engage.
Despite these pressures, the benefits far outweigh the drawbacks, especially now. In an age of increasingly sophisticated AI-generated content, deepfakes and synthetic influences, it’s harder than ever to know what’s real – and it’s only going to get harder. Consumers crave authenticity, and nothing is more authentic than a founder who shows up and shares their story. That human connection is a competitive edge that technology can never replicate.
I’ve seen this firsthand with Must Have Ideas. From packing orders in our spare room to building a business set to surpass £80 million in revenue this year, our story has been a key factor in our growth. Our customers didn’t just buy products, they believed in what we were building and what we stood for; and sharing our journey has helped us gain trust and build loyalty.
Other founders have found success with this formula. Sara Blakely, founder of Spanx, has managed to dominate the shapewear market by turning a story relatable to millions of women into a global empire. Ben Francis used social media to turn Gymshark into one of the fastest-growing companies in the UK, creating a fitness community that felt personal and real. These examples prove that when founders lead from the front with a journey that resonates, brands thrive.
So, should you be the face of your brand? My answer is yes. But be real. In 2026 and beyond, authenticity is not optional.
