The Future of Business is Here.


Personal Branding: The Trust Accelerator

Google search volume for “Personal Brand” has grown over 4x in recent years and is now seen as a critical component to how consumers make purchasing decisions.

With the explosion of consumers becoming savvier, the prevalence of email marketing, social media, mobile messaging, video consumption, podcasting and an exponential increase in the reliance of all things digital – it is no surprise. All these trends have a significant impact on the way we communicate, engage, market, buy and sell.

Whether you want to believe it or not, the objective data shows that Personal Branding is the FUTURE of Marketing. More now than ever before, people do business with people, not with businesses. With traditional Marketing on the decline due to the amount of noise and biases, Personal Branding is now on a sharp incline. Why? Trust. 

Personal Branding is no longer seen as a thing of vanity but rather a critical role in the purchasing decisions of consumers. Our national research study points to a stark realization that personal branding has become a foundational element in how we live and make decisions… as consumers, employees, and employers. The importance of a personal brand is directly and increasingly linked to effective marketing, personal credibility, and trustworthiness and most revealing is that an established personal brand clearly connects to a higher likelihood of profits.  

scroll down for a sneak peek at what you will find inside the study


key finding #1

Personal Branding
is The Future

The data inside the Trends in Personal Branding National Research study points to a stark realization that the forthcoming generation of leaders and trendsetters with the largest spending power for the next 30 years, do not consider personal branding a game of vanity or popularity, but a much more “critical” and “essential” component of work, learning, and trust that influences their everyday life. 

Personal Branding is a foundational element in how they live and make decisions, which should inform a new way business leaders think about personal branding and include it as part of their marketing mix—at least if they want to be successful with Millennials and Gen Z!  

key insight:

Americans are most likely to buy from, recommend, and do business with an individual who has an established personal brand.

key finding #2

Personal Branding is Highly Profitable

Historically, it’s been easy to disregard certain metrics of Personal Branding like “number of followers, likes, views and shares” as vanity metrics. 

The data in this study, however, presents a different story that reveals an established personal brand clearly connects to a higher likelihood of profits.

Among other striking data points, we found that 67% of ALL Americans (or 80% of Older Millennials by themselves) – regardless of their age, gender, geographic location, job title or income – “would be willing to spend more money on products and services from the companies of founders whose personal brand aligns with their own personal values.”


key insight

58% of Americans would be willing to pay more to receive their services from a professional who does NOT work at a large company but has an established personal brand.


key finding #3

Personal Branding is a Trust Accelerator

It’s clear through this study that people do business with people more so than with businesses putting in the forefront the concept of trust. Trust guides, influences, and even determines virtually every single decision we make in our personal and professional lives.

Going even further, we measured how connecting a personal brand to trust might translate into impact on large corporations by asking a series of questions specifically about executives. 

In perhaps the most powerful statistic of our entire study, it turns out that 82% of all Americans agree that “companies are more influential if their executives have a personal brand that they know and follow.”

key insight

82% of Americans agree that companies are more influential if their founder or executives have a personal brand they know about, trust and follow.

Download the Complete Study
+ 2 Free Bonuses

bonuses include shareable social graphics with key data points + custom infographics

A Framework for Action

Personal branding will look different for you depending on your goals, industry, position and experience; but no matter where you are, or who you are, all aspiring and established personal brands should:


Simplify and Clarify

Our proprietary personal branding methodology helps you clarify your positioning in the marketplace and helps you simplify the challenging and overwhelming process of discovering what problem you solve, how you uniquely solve that problem, who you solve it for, and how you make money solving it.


Turn Your Thoughts Into Words

Apply our modular content method to help you turn your thoughts into thought leadership. Learn how to follow a systematic process that allows you to create structure for your message and provides a simple path to create life altering content for the audience you want to serve.


Get More Leads and Convert More Customers

Put into practice a proven digital structure to help you get more leads, grow your email list, and convert more customers all while serving, helping and doing good for those around you.


Multiply Your Message and Your Reach

Master the art and science of human connection, both online and offline, to create more  authentic engagement, spread your message, impact lives, and grow your business.

For more info & insights

this study was conducted by

Brand Builders Group

Brand Builders Group is a personal brand strategy firm that helps speakers, authors, influencers, entrepreneurs and executives to clarify their positioning, expand their reach and grow their revenue. 

Our methodologies, frameworks and teachings are based on our personal track record of releasing New York Times bestselling books, giving viral TEDx talks, building 8-figure businesses, amassing millions of online followers, hosting top-ranked podcasts, and creating Hall of Fame Keynote Speakers. 

Our insights have been featured by the Wall St Journal, Fox News, Forbes, Fortune, Fast Company, Inc, SUCCESS, CNN, and Entrepreneur Magazine.  

We are uniquely positioned to support personal brands with both world-class strategy and award-winning execution services.

this study was fielded by

The Center For Generational Kinetics

The Center for Generational Kinetics is a custom research, speaking, and advisory firm dedicated to separating myth from truth through data.

CGK has led more than 65 research studies in multiple languages on four continents. Their clients include many of the most recognizable brands in the world as well as  private equity firms and market-shaping start-ups. 

CGK’s team members have been featured in hundreds of media outlets from a cover story in The New York Times to over 200 TV appearances on shows such as 60 Minutes and The Today Show. 

Adweek called their President a “research guru.” 

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