For a long time, the brand was larger than the people behind it.

Logo.

Claim.

Corporate design.

Today something else is happening.

We want to know who stands behind a company.

Who makes decisions.

Who takes responsibility.

Who had an idea before it became a business model.

That explains the success of founder content on LinkedIn and other platforms.

But a good founder story is not a company portrait.

It is a story about a person.

About a decision.

A doubt.

A mistake.

A conviction.

Especially in mid-sized companies, there is a rather large opportunity in that.

Because many businesses have something big brands often lack:

a story that actually happened.

The challenge is not to make the founder look as perfect as possible.

It is to show them as what they actually are:

the person behind the brand.

Because trust rarely comes from perfect messages.

It comes when we feel we truly know someone.

#frischebrise|