Business leaders have a new challenge. In addition to differentiating their organization in the marketplace by building a strong corporate brand, they now must also build relationships with prospective customers by creating and maintaining a personal brand.
“Personal branding is critical because people do business with people, not just companies,” explains Joseph Gonzalez, Founder and CEO of Level Up Insurance and Engage Media. “As a business leader, your brand establishes trust, credibility, and authority in your industry. A strong personal brand makes it easier to attract clients, partnerships, and opportunities because people already associate your name with value and expertise.”
Gonzalez is an expert on personal branding and how it can be leveraged to drive business success. He’s used it to develop multiple successful businesses, a full-service marketing agency, a media company, and a business process outsourcing call center in Colombia.
“My personal brand has been instrumental in scaling my businesses,” Gonzalez shares. “By consistently putting out content, sharing insights, and being transparent about my journey, I’ve built a network of trust. This has led to high-quality business connections, stronger recruiting efforts, and an easier time launching new ventures. People already know what I stand for, so they’re more willing to do business with me.”
As the host of “The Blueprint Podcast,” Gonzalez helps aspiring business leaders understand how personal branding can spark growth in their companies and position them to create enduring impact. The podcast captures discussions with top entrepreneurs and presents the unedited realities behind their achievements.
Leveraging media to boost personal branding
Personal branding begins with self-discovery. Business leaders must identify what they believe, how they bring those beliefs to life, and the value they add to the marketplace. Those components are used to build their brand image.
Once an image is defined, the next step is building an online presence. A variety of media channels — LinkedIn, X, YouTube, blogs, etc. — can be used to promote the platform. And because recent studies have shown that 77 percent of consumers are more likely to shop with a company whose CEO is on social media, taking steps to be present on popular social platforms has become paramount.
Gonzalez encourages business leaders to go all in on media production, investing the time, energy, and budget necessary to produce excellent content. Cutting corners leads to subpar content that can damage a brand.
“Committing to quality content is critical when it comes to personal branding,” Gonzalez says. “People judge a brand based on its content, so if the production value is low, it reflects poorly on the business. Messaging must be clear and ideally will leverage storytelling to connect with the audience.”
Delivering high-quality content that gets results
Through Engage Media, Gonzalez helps business leaders produce high-quality content and ensure that it has an impact. His work with business leaders helps them transform from unknowns to industry leaders.
“Engage Media is built specifically for business professionals who want to leverage personal branding but don’t know how to execute,” he explains. “What sets us apart is that we don’t just produce high-quality content — we help entrepreneurs, insurance agents, and business leaders craft a strategic message that aligns with their brand. Most media companies focus only on visuals, but we focus on impact. Our clients don’t just get videos; they get a system that helps them attract business, build authority, and scale their companies.”
Driving real-world success in the insurance industry
Gonzalez has seen again and again the power that quality media brings to personal branding in the work he does with his agents at Level Up Insurance. The agency was designed to go beyond simply providing contracts by giving agents the tools and resources they need to succeed. One key resource it provides is branding support.
“What sets Level Up Insurance apart in the industry is our commitment to agent growth through high-converting leads, top-tier training, and personal branding support,” Gonzalez says. “Most agencies leave agents to figure things out on their own, but at Level Up, we equip them with everything they need to scale fast. Plus, our in-house media production capabilities give agents access to high-quality branding and marketing at cost, something no other agency in the industry offers. Our goal is not just to sell insurance but also to help agents build a long-term business and create wealth for their families.”
Today’s business leaders cannot ignore the power of personal branding and its potential to increase visibility, establish trust, and build customer loyalty, nor can they ignore the dangers of sharing low-quality, uninspired, and inauthentic media. Engage Media provides the insights and expertise needed to develop and produce impactful media that engages consumers and enhances a brand’s appeal.
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