Cover Brand: Reputation Over Brand
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.
Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and roam around the website to dive deeper into the principles of brand science.
