When people think about growing a B2B business, they usually focus on product development, sales, or paid advertising. But there’s a powerful, often overlooked strategy that can create an unfair advantage: founder brand.
A strong founder brand can set your company apart, create trust, and drive inbound opportunities without spending a fortune on paid marketing. Yet, many B2B founders either ignore it or misunderstand how to build it effectively.
In this episode of No Hacks, I talked to Ognjen Bošković, founder of Raven, to break down the true power of a founder brand—how to build one, avoid common mistakes, and use it as a long-term strategy for growth.
If you’re a founder looking to establish authority, attract the right audience, and grow your business without resorting to gimmicks, this one’s for you.
What Is a Founder Brand?
A founder brand is the public identity a business leader builds to support their company and future ventures. Unlike a personal brand, which can be broad and lifestyle-focused, a founder brand is specifically designed to:
- Drive business growth
- Establish industry authority
- Attract customers, investors, and talent
- Create a long-term reputation that carries over to future ventures
It’s not about getting LinkedIn likes or going viral for the sake of it. Instead, it’s about consistently positioning yourself as a thought leader in your industry and leveraging that influence to grow your business.
Why B2B Founders Need a Strong Personal Brand
Many B2B founders either ignore or delay building their brand. But those who prioritize it often gain an unfair advantage.
🚀 Higher Trust & Faster Sales Cycles – Buyers trust people more than logos. When a founder is visible, customers feel more confident buying from the company.
📢 More Organic Attention & Inbound Leads – Instead of constantly chasing customers with outbound marketing, a founder brand pulls them in.
🔗 Better Hiring & Partnership Opportunities – A strong personal brand attracts top talent, investors, and collaborators who align with your vision.
📈 Future-Proofing for New Ventures – A well-established founder brand stays with you, making future product launches and new business ideas much easier.
💡 Competitive Differentiation – Most B2B markets are crowded and filled with copycat strategies. A founder brand gives you an edge by standing out in a sea of sameness.
The Biggest Myths About Founder Brand
Too many founders avoid building their personal brand because of common misconceptions. Here are a few that we tackled in the conversation:
🛑 “It’s Just About Posting on LinkedIn” – Posting consistently helps, but a true founder brand is built on positioning, storytelling, and long-term strategy—not just social media engagement.
🛑 “It’s Only for Influencers” – You don’t need millions of followers to have an effective founder brand. Even a niche audience can drive massive results for your business.
🛑 “It’s Just a Vanity Play” – Done right, a founder brand isn’t about ego; it’s about building credibility, trust, and revenue. It’s a strategic asset, not a popularity contest.
🛑 “You Have to Share Your Personal Life” – Many people confuse personal brand with oversharing. You don’t need to post about your family or daily life—you just need to share insights that are valuable to your audience.
How to Build a Founder Brand That Drives Real Growth
1️⃣ Define Your Ideal Customer Profile (ICP)
The most successful founder brands don’t try to appeal to everyone. They focus on a specific audience.
Start by asking:
- Who do you want to influence?
- What problems do they face?
- Where do they consume content?
- What insights or experiences can you share that will genuinely help them?
A niche, well-defined audience is more powerful than trying to attract the masses.
2️⃣ Develop a Clear Narrative
Your narrative is the foundation of your founder brand. It’s the core message that people associate with you.
For example, Ognjen’s founder brand focuses on helping B2B founders leverage content and positioning to scale their businesses. Everything he posts supports this overarching idea.
A strong narrative should be:
✅ Clear – Easy to understand and remember
✅ Consistent – Reinforced across all your content
✅ Relatable – Speaks directly to your ICP’s challenges and aspirations
3️⃣ Use Content to Market the Problem, Not Just the Solution
One of the biggest mistakes founders make is focusing too much on selling their solution instead of creating awareness around the problem.
For example, instead of just talking about his consulting services, Ognjen spends time highlighting:
- Why traditional B2B marketing methods are broken
- Why founders need to build trust before selling
- Why going viral isn’t the goal—building credibility is
By consistently marketing the problem, founders can attract more of the right audience and position themselves as the go-to expert.
4️⃣ Build Around Content Pillars
Instead of posting random ideas, structure your content into pillars—themes that reinforce your brand message.
Some examples of effective content pillars for a founder brand:
📌 Industry Insights – Your unique perspective on trends & challenges
📌 Lessons from Experience – Practical takeaways from your own journey
📌 Customer Stories & Case Studies – Real-world examples of your expertise in action
📌 Behind-the-Scenes Business Decisions – Strategic thinking that sets you apart
Using a pillar-based approach ensures your content stays focused and provides value over time.
5️⃣ Engage & Build Community
A founder brand isn’t just about pushing content—it’s about engaging. Respond to comments, participate in discussions, and build genuine relationships in your space.
This helps deepen your influence and turns passive followers into active supporters and customers.
Key Takeaways from This Episode
✅ A founder brand is a long-term strategy, not a quick growth hack.
✅ B2B founders need to market the problem first—before selling the solution.
✅ LinkedIn engagement isn’t the goal—trust and credibility are.
✅ Content pillars help structure your messaging and scale your influence.
✅ The strongest founder brands are built around a clear ICP and compelling narrative.
About the Guest: Ognjen Bošković
Ognjen Bošković is the founder of Raven, a consultancy and community helping B2B founders build their brand and scale their business. With deep expertise in content strategy, positioning, and go-to-market execution, he helps founders create influence that translates into real revenue.
🔗 Connect with Ognjen:
- LinkedIn: https://www.linkedin.com/in/ognjenboskovic/
- Raven: https://www.raven.club/