How to Position Your Founder Brand

Start with a buying moment

Write down three situations that lead people to ask for your advice. A software founder might hear from finance leads who have outgrown spreadsheets, operators whose month-end reports take too long, and teams preparing for an audit. Each situation could produce good content. Choose the one where you have the clearest insight and can point to work you have actually done.

Write the audience and problem together. “I write about finance” leaves the reader guessing. “I help finance leads at growing companies understand why month-end close keeps slipping” gives someone a reason to read, even if they never buy from you.

Add a point of view and proof

A point of view is a judgment people can test. For example, “Fix account ownership before you buy another reporting tool” creates room for a useful explanation. Describe what you observed, when the advice applies, and the exception that would change your mind. A narrow claim with a real example carries more weight than a sweeping claim about an industry.

Look for evidence you can share without exposing private information. You might use a checklist you designed, a public teardown, or a lesson from a decision you made. If you write a hypothetical example, label it clearly and explain the assumptions.

Try the positioning in public

Put a plain-language version in your profile headline, then draft three posts from it. One can explain a common problem, one can show how you evaluate options, and one can answer a question a buyer asks before choosing. If those drafts feel interchangeable with another founder’s posts, add the detail only you would notice. Ask someone in the intended audience to repeat back who your content is for and what they expect to learn from it.