My approach to personal branding is radically simple: I just make what I would want to read. And it works. In an era where everyone's obsessing over algorithms and AI content, I've found the most powerful differentiator is just being genuinely human. One strategy that's been particularly effective is what I call "controversial fundamentals" - taking industry best practices that everyone knows but few actually implement, and talking about them openly. For example, when everyone was chasing traffic metrics and top-of-funnel content, I started advocating hard for bottom-of-funnel first. "ToFu is nice for user metrics, but the bank don't give a fuck about eyes," I'd say in podcasts and LinkedIn posts. This cut through the noise because it challenged conventional wisdom while actually being more effective. This isn't just theoretical. When I was building my personal brand after leaving agency life, I deliberately positioned myself against the "growth hacks" and shortcuts that dominated industry conversations. Instead, I shared actual client cases - like when I helped a client who had spent 100k on content with three different agencies but saw traffic crash after initial success. By breaking down exactly what went wrong and how we fixed it, I established myself as someone who valued sustainable results over vanity metrics. The key to this approach is consistency and authenticity. People are drawn to real expertise shared in a human voice. As AI content becomes more prevalent, your personality and real-world experience become your most valuable branding assets. People will search and find things with AI, but they will still buy from humans. Your personal brand needs to emphasize the human elements that no AI can replicate.
As a growth-focused marketing head and fractional CMO for multiple startups, I've built a robust, cross-platform content ecosystem that reinforces my reputation as a data-driven strategist. I leverage LinkedIn, podcasts, my blog www.sanjayb.com, and authorship to share actionable insights and drive organic engagement. For example, my ebook Starting Up: A Comprehensive Guide to Startup Content Marketing not only solidifies my expertise in scalable marketing frameworks but also serves as a comprehensive resource for founders and marketers. As the top voice on LinkedIn for content marketing, I consistently share expert opinions that resonate with industry professionals. My insights have been featured on reputable platforms such as marketerinterview.com and recognized by top listing sites like Designrush, further validating my authority and approach. This integrated strategy creates a dynamic feedback loop: analytical LinkedIn posts spark meaningful discussions that lead to podcast invitations, which in turn drive targeted traffic to my blog, company website, and book. There, in-depth case studies, methodologies, and frameworks like AARRR convert visitors into quality leads. By seamlessly interlinking these channels without relying on paid promotion, I've secured high-value contracts for myself and my organization, establishing myself as the go-to expert in analytics-led strategies. My personal blog/portfolio further amplifies my authority, enabling prospects to confidently evaluate my expertise and ultimately fostering trust and new business opportunities.
My approach to personal brand building as a CMO is straightforward: Focus on genuine two-way engagement instead of shouting into the void. When I finally committed to building my presence on X earlier this year, I had no grand strategy document or content calendar. I just knew I was tired of seeing executives treat social media as a corporate newsletter. Within 2 months, I grew from zero to over 1,300 engaged followers by following one simple thing: people connect with people, not broadcasting towers. I spend 70% of my time engaging in real conversations rather than just pushing content. Posts where I actively jump into discussions generate 4x higher engagement rates than my company announcements or thought pieces. And when I make it a point to respond thoughtfully to at least half the comments on a post, that content also reaches more people. After 12+ years leading marketing teams across Sendcloud, wetracked.io, and my own venture Dealify (which I successfully exited), I've learned that true thought leadership isn't built through perfectly polished think pieces. It's built in the trenches of daily conversations where you're actually helping people solve problems. The industry is drowning in content but starving for connection. That's the gap I'm focused on filling.
For me, personal branding as a CMO isn't about showing off, it's about showing up. I see it as a daily habit, not a campaign. The strategy that's worked wonders for me is sharing what I'm learning in real-time, not just polished success stories. I've noticed that people don't connect with perfection, they connect with progress. In our agency, I'm always knee-deep in experiments, campaigns, and client messes (the fun kind). I share the wins, the flops, and the lessons on platforms like LinkedIn and inside niche communities. The magic? When you show people how you actually solve problems, you don't just become another marketer, you become a go-to. That's how you build real thought leadership, not just posting quotes or buzzwords. So if you're thinking about your brand, don't overthink it. Start by documenting what you already do daily. That's where the trust and credibility start stacking up.
In the beginning, I cast a wide net, covering a broad range of tech topics in an effort to show versatility and appeal to different corners of the industry. While this helped me explore a lot of ground and build some initial momentum, it also made it harder for my personal brand to stand out. As CMO for an agency focused on the emerging technology sector, building my personal brand has been an intentional process that has evolved alongside my leadership journey. Today, I've refined my personal brand even further. I now focus on a very specific theme: the use of emerging technology for environmental and social good. That clarity has been a game-changer not just for visibility, but for real impact. It has also helped me build a community of like-minded leaders, opened the door to more thoughtful conversations, and allowed me to contribute to something bigger than buzzwords or trends. For me, personal branding isn't about self-promotion. It's about using your voice to make space for purpose, to lead with clarity, and to inspire action in a way that aligns with what you stand for.
I learned this the hard way. Your personal brand is not built by showing up everywhere. It is built by showing up with something to say. As a CMO, I spent years crafting messaging for others. But it took time to realize that my own brand needed the same clarity and intention. Not just polished posts or clever headlines, but a clear point of view. One strategy that changed everything for me Define one idea you want to be known for and build around that. For me, it is this Attention follows clarity, not noise. That idea became my filter. It shapes what I write, what I say no to, and how I show up online. I do not aim for viral. I aim for valuable. If one smart person shares it in a team Slack channel, that is a win. Personal branding is not about performance. It is about precision. And the real flex is when people remember your name and your perspective.
As a CMO, I view personal branding as an extension of professional credibility--it's not just about visibility, it's about adding value to the conversation. My approach centers on authenticity and consistency, especially in how I communicate across platforms, engage with peers, and represent my company in the market. One strategy I consistently use to cultivate my personal brand is sharing insights that bridge strategy and execution--particularly where marketing meets sales, technology, and partnerships. I lean into real-world observations, lessons learned, and forward-looking trends, and I'm intentional about connecting those insights to current challenges decision-makers are facing in the IT industry. By doing this through industry publications, panels, social platforms like LinkedIn, and collaborative content with our partners, I've been able to establish a brand built on trust, relevance, and a bias for action. It's not about promoting yourself--it's about showing up with something useful to say, time and time again. That's how you stay top of mind and create genuine influence.
As a CMO, personal branding isn't just a vanity project--it's a strategic asset that amplifies your company's voice, builds trust with customers, and attracts top-tier talent and partnerships. My approach to personal branding centers on being a signal in the noise--sharing insights that cut through trends and provide genuine clarity in a rapidly evolving landscape. One core strategy I use: Own a specific narrative at the intersection of your expertise and industry change. For example, rather than just commenting broadly on "marketing trends," I focus on how AI is transforming storytelling and customer experience--a space where I can contribute original insight, share real-world use cases, and spark future-facing conversations. Here's how I cultivate that: * Consistent content cadence: I post weekly on LinkedIn--mixing short-form takes, behind-the-scenes campaign lessons, and curated insights. * Signal amplification: I guest on relevant podcasts, contribute to niche industry newsletters, and speak at events where the audience aligns with the brand I want to build. * Engage like a peer, not a broadcaster: I treat social media as a conversation, not a soapbox. Commenting on others' work, asking smart questions, and amplifying rising voices keeps the brand human and credible. Ultimately, personal branding is about earning trust at scale. When done right, your voice becomes a magnet--for the right people, partnerships, and opportunities.
As a CMO, I believe the strongest personal brand is built by consistently delivering results and making sure others see the impact of your work. All of my clients have come through word of mouth--people who've worked with me directly, seen the outcomes, and shared those wins within their networks. One strategy I use to cultivate my brand and thought leadership is sharing real-world successes with clear, actionable insights. I don't just talk about results--I break down the how behind the impact to empower others and build credibility. At the end of the day, your brand is what others say about you when you're not in the room. The best way to shape that is to perform, deliver, and let your work speak for itself.
As a five-time CMO, my personal brand is built on both experience and a guiding philosophy. Over the years, I've learned that there's no one-size-fits-all solution in marketing. It's not about quick fixes or chasing trends, it's about developing a thoughtful, strategic approach. My core belief is simple: "There's no silver bullet in marketing." Marketing is an intricate, interconnected system, much like a finely tuned engine. Every part, from brand vision to customer experience, demand generation to data analytics, needs to work in sync. If one piece isn't aligned, the whole machine can break down. And that's true whether you're in B2B or B2C. When it comes to establishing thought leadership, I focus on challenging the status quo, offering fresh takes on marketing strategy, and pushing for a disciplined, integrated approach. This philosophy has resonated with both seasoned professionals and emerging leaders who are tired of superficial advice and want actionable insights. I'm committed to providing real value, whether that's through sharing lessons learned the hard way or by being candid about my mistakes. That's how I've earned the trust of my peers and built a meaningful connection with the industry.
As both the CEO and CMO of Marquet Media, my approach to personal branding is rooted in strategic visibility with substance. I treat my brand like managing a high-impact campaign for a client--anchored in clarity, consistency, and credibility. Every piece of content I share, interview, and framework I release is designed to reinforce my positioning as a thought leader in PR, brand strategy, and executive visibility. One strategy I use to cultivate my brand is developing and sharing proprietary frameworks, like PRISM Ascendtm and Elevate Influencetm, which offer actionable systems other marketers and founders can apply. It's not just about being seen--it's about being valuable and memorable. By leading with insight instead of noise, I've built a brand that attracts not only media opportunities and clients but also long-term authority in the industry.
I've been working on personal branding on social media for the last two years, and my strategy is simple: talk like a person, not a brand. I post every week about things I deal with every day; things I know other CMOs and founders are dealing with, too. I talk about what I'm working on, what failed, what worked, and what I'm testing next. One post might break down how we fixed a drop in lead quality. Another might show a behind-the-scenes look at how we're using AI to cut marketing hours in half. Instead of trying to sound smart, I use simple language that people can actually understand. I don't write press releases in the form of LinkedIn posts. I don't word-vomit a bunch of technical jargon in my videos. I act like I'm chatting with a friend who also works in marketing; direct, helpful, and accessible. That tone builds trust, and trust builds reach.
My approach to personal branding--whether as a CMO or founder--has always been to build around one clear area of expertise, and then go deep. It's tempting to try and be seen as multi-talented or versatile, but the truth is, people remember you for the one thing you do exceptionally well. In my case, that's been launching and scaling digital-first brands with a strong product-market fit and creative marketing edge. One strategy I use is to consistently share real-world insights and stories from that specific lane--what worked, what failed, and why. I've found that being transparent about my experience in launching startups, building international growth engines, or working with talent like Daniel Bruhl on Bar Raval, not only builds trust, but it positions me as someone who's in the trenches, not just talking theory. The key is clarity: define your lane, dominate it, and don't dilute your brand trying to be everything to everyone.
Personal branding as a CMO starts with clarity. The goal is not to be everywhere, but to be known for something specific. One strategy that works well is sharing insights in real time while navigating actual challenges. When others see how decisions are made, what questions are being asked, and how outcomes unfold, the brand becomes more relatable and grounded. Consistency in tone, curiosity in learning, and openness in sharing are what shape long-term credibility. Thought leadership grows from being present, not from being perfect.
As a CMO, I view personal branding as an extension of the brand I represent. People connect with people, not logo, so I strive to lead with authenticity, visibility, and value. One strategy I consistently use to cultivate my personal brand and establish thought leadership is story-driven content sharing. Whether it's highlighting successful campaigns, showcasing our community initiatives, or spotlighting team wins, I use social-media platforms and industry panels to tell compelling stories that educate, inspire, and humanize the work we do. This approach not only builds trust with our audience but also positions me as someone who champions innovation, collaboration, and real impact, both inside and outside the organization.
My approach to personal branding as a CMO centers on authenticity. In a world saturated with content, what consistently stands out is what's real. People often ask what drives virality or influence, and time and again, the answer is authenticity. That's the advice I give my clients--and it's the principle I follow myself. One strategy I use is sharing firsthand experiences on LinkedIn around topics I'm deeply passionate about--especially the intersection of AI with PR, marketing, and education. I don't just talk about it--I live it, test it, and openly share what I'm learning. That consistency between what I practice and what I post builds trust. Over time, that trust is what establishes credibility and drives meaningful thought leadership.
Without being combative, I look for places to disagree. Whether I'm reacting to industry news, scrolling through LinkedIn comments, or attending conferences, I'm always listening for what isn't being said--but should be. Holding underrepresented or contrarian viewpoints is a powerful way to cut through the noise, no matter the format or production value. I've found that original thinking--even when others disagree--is more memorable than a polished contribution to the reigning consensus, let alone the hollow platitudes often passed off as "thought leadership." For example: instead of posting about why you're behind if you're not using AI, talk about the real and present risks current AI technologies pose to your industry--and what can be done now to mitigate those risks and encourage sustainable adoption.
To me, your personal brand should be a polished version of who you are in real life. And by polished, I don't mean produced, I mean intentional and thoughtful about your POV, your experiences and how you want to build trust and credibility through your experiences, your offerings and your professional purpose. The more aligned you are -- the more clarity you have -- the easier it is to convey your vision to the world.
A CMO is a marketing leader and an important component of leadership is education. That's why I lean into teaching and educating marketers, founders / CEOs and industry stakeholders on key developments, new tools or important considerations in marketing as a core part of my personal brand. From teaching Startup Marketing in the Masters of Management Entrepreneurship stream at the Schulich School of Business at York University, to hosting workshops at local accelerators and incubators, to sharing updates on LinkedIn, I actively share across a number of different platforms to not only position myself as a leader and someone who people find helpful and knowledgeable in the marketing industry, but also to help cultivate the next generation of marketers.
My approach to personal branding as a CMO centers on consistency, authenticity, and value-driven content. One strategy I use is publishing weekly LinkedIn posts that share real lessons from campaigns, leadership experiences, or market shifts. I also engage directly with industry peers in the comments to build credibility and connection. In addition, I speak at webinars and contribute to niche publications to expand reach. This approach positions me as both accessible and insightful. Ultimately, showing up consistently with useful insights builds trust and long-term thought leadership.