What does it really mean to build a "personal brand" when you’re the business? On this episode of Cover Brand, Ethan Decker and Jeff Leitner dig into the sometimes-cringey world of personal branding and offer an empowering alternative: focus on your reputation. They break down why memorable individuals—like Steve Jobs, Anna Wintour, or even a local blacksmith—stand out not just for their skills, but for the simple, symbolic traits people associate with them.

Listeners will get practical advice on distinguishing between brand and reputation, how to embrace your individuality while staying authentic, and simple, actionable ways to help people remember you in a crowded marketplace. If you’re a solopreneur, freelancer, or just curious about how personalities and branding intersect, this episode is your roadmap to building a brand that truly feels like you.

Unlock practical branding tips, learn why reputation matters more than you realize, and discover clever ways to make sure you get remembered—for all the right reasons.

Main Topics Covered:

• The difference between brand and reputation (and why it matters)
• Why solopreneurs struggle with “personal branding”
• How icons like Steve Jobs, Coco Chanel, and Anna Wintour built memorable personal brands
• The role of signals, symbols, and “shtick” in being remembered
• Why reputation is especially important for B2B businesses
• Actionable steps to make your name stick in people’s minds—without losing your authenticity

Refrain:

jeffleitner.com – Learn more about guest Jeff Leitner

The Brand You 50 by Tom Peters (Book)

Seth Godin’s Blog – On personal branding and standing out

Bob Ross Chia Pet – Because memorable "shtick" can come in funny forms!

Riff:

Ready to make your mark and stand out for all the right reasons? Start by rethinking your personal brand as your reputation, and use the insights in this episode to create your own memorable "hook"—big or small. Visit Applied Brand Science for tools to elevate your reputation and make every interaction count.

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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