In the evolving landscape of financial leadership, finance professionals must focus on more than just their technical expertise, they need to cultivate a personal brand that resonates with a community. In a recent interview, Ryan Pearcy, founder of Digital Transformers, shared valuable insights about building a personal brand.
Start early, plan strategically
One of Ryan's key pieces of advice is to begin building your personal brand long before you think itâs necessary. "I would advise to start early," he explains. "You need to get your personal brand as big as you can."
Much like preparing a business for sale requires years of preparation, building your personal brand demands similar foresight. Ryan recommends having a clear go-to-market strategy.
Be Authentic: People buy into people
Perhaps Ryan's most powerful insight is that authenticity matters more than perfection. "People buy into people," he emphasises. "We worry that we have to be something we're not... [but] you'll always find people that like working with you because your personalities click."
Rather than crafting an artificial professional persona, Ryan advises finance professionals to:
- Be themselves
- Focus on communities they genuinely enjoy engaging with
- Be personable and open
Balance business and personal content
When it comes to content, Ryan recommends mixing it up, some posts should be personal, others more business-focused. But even within a single post, he suggests starting with something personal and then leading into the business value. âStart with a bit about you, then tie it back to something useful or relevant for your audience,â he says. This approach helps you connect authentically while still positioning your expertise.
Mix content types and be consistent
Consistency trumps perfection when building a personal brand. Ryan tracks what he releases and mixes different content formats such as videos, links, images, and text posts, to maintain engagement. He notes that while it's difficult to predict which content will resonate most, regular posting is essential.
"If you just do it sporadically... that's useless. You have to be repetitive," Ryan explains. "The more you do, the more people will engage, the more they engage, the wider the breadth of people that see it goes."
Spark conversation
To expand your reach, occasionally incorporate content that sparks conversation. Ryan suggests touching on topics that might "rile people a little bit" or address common frustrations in your industry. When done respectfully, this approach can significantly increase engagement with your content.
The challenge: Balancing work and brand building
Perhaps the greatest challenge for finance professionals is balancing work with brand-building activities. As Ryan notes, "As you get busy, the need to do the work kind of pulls you away from getting the brand out there."
His solution is simple but effective: "You don't have to do a lot, but try and get something out, even if it's like 5 minutes at the start or the end of the day."
The long game
Building a personal brand isn't about instant results. Ryan shares that it often takes "5, 6, 7, 8 engagements" before someone reaches out. Sometimes, people contact him after following his content for months, without any specific interaction.
"This guy must be an expert. He's talking about this all the time," is what leads people to reach out eventually.
Not sure where to start? Open LinkedIn and write one short post that feels like you. Thatâs the first brick in the brand youâll build.
For finance professionals looking to build a sustainable brand, the message is clear: start early, be authentic, provide value consistently, and recognise that personal branding is a marathon, not a sprint. By following these principles, you'll cultivate a network of people who genuinely want to work and engage with you.
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