The No-Nonsense Founder Branding Playbook for 2026
Anthony Tan co-founded Grab across Southeast Asia- but he didn’t just build a successful business. He built a personal brand that feels real—accessible, confident, and actual proof he knows his stuff. He’s not just the CEO; he’s a relatable leader who talks openly about the challenges, the wins, and the grit behind scaling a startup in a tough market. That’s the kind of brand that gets noticed in 2025.
If you’re a founder tired of the fluff and want something practical, here’s the real talk:
Don’t Overthink, Just Be Clear
Know who you are and what you stand for. Stop trying to please everyone. Figure out the one thing you really want to be known for, and say it clearly. Forget jargon—talk like a human.
Show Up Where It Counts
Not every platform is for you. If you’re selling to businesses (B2B), LinkedIn and Twitter are your jam. Post insights, share your wins and losses, and build genuine connections. If you’re in consumer business (B2C), go where people live—Instagram, TikTok (if available in your country, YouTube—and tell stories that hit emotions, not just facts.
B2B vs B2C: Different Games, Different Rules
B2B buyers want proof you’re reliable and knowledgeable. They want case studies, data, real results. B2C customers want to feel something—trust, excitement, inspiration. Know your audience, and speak their language without trying to be perfect.
Keep It Real Online
Your online persona isn’t a polished billboard. It’s you—raw, honest, evolving. Clean up what’s irrelevant or outdated, but don’t try to be fake. Answer comments, share setbacks as well as successes, and show that you’re human.
Why a Founder Brand Partner Isn’t Just Nice to Have
Look, building your brand while running a startup is exhausting. A founder brand partner is like your right hand—they help you stay consistent, create content that actually works, and make sure your story hits home. It’s not about flash; it’s about being smart with your time and energy.
Unless your brand story is already full founder storytelling led, there’s a fair chance your marketing team already has their hands full. They nod their heads in catch ups when you ask them to do this, but you see the momentum lacking.
If you want your personal brand to actually move the needle in 2026, drop the fluff and focus on being clear, consistent, and real. Follow Anthony’s lead—not because you want to imitate him, but because he shows it’s okay to be human and still lead like a boss.
Want a quick-start guide or some real-world tips to get your brand out there without wasting time? Just ask.