According to the 2025 Edelman Trust Barometer, business remains the most trusted institution globally, with 62% of respondents expressing confidence in businesses to do what is right. Yet, trust in institutions alone is no longer enough. Increasingly, stakeholders want to know the people behind the companies they support, invest in, work for and buy from.
For decades, corporate communications focused heavily on company profiling. The objective was straightforward: build awareness around the organisation, its products, services and achievements. While that remains important, the communications landscape has evolved. Audiences are no longer connecting with logos. They are connecting with people.
The rise of social media, podcasts, executive thought leadership and founder-led brands has fundamentally changed how trust is built. Today, customers, investors, journalists and even potential employees often want to hear directly from the individuals leading the organisation. They want to understand the vision, values and personalities behind the business.
This shift can be seen across nearly every industry.
When people think about Tesla, many immediately think of Elon Musk. When Canva is mentioned, Melanie Perkins often comes to mind. Virgin Group has long benefited from the visibility and personality of Richard Branson. Whether one agrees with their leadership styles or not, these individuals have become inseparable from the companies they represent.
Closer to home, the same trend is becoming increasingly evident across Asia and the Middle East. Founders and CEOs are no longer operating behind closed boardroom doors. They are appearing in interviews, contributing opinion pieces, speaking at industry events and sharing perspectives on platforms such as LinkedIn.
The reason is simple.
People trust people.
A founder’s story often provides context that a corporate profile cannot. It explains why a business exists, what problem it aims to solve and what motivates its leadership. In a crowded marketplace where multiple organisations may offer similar products or services, the founder’s story often becomes the differentiator.
This is particularly important for growing companies.
A startup may not have the marketing budget of a multinational corporation. It may not have decades of history or widespread brand recognition. However, it has something far more powerful: an authentic story.
Journalists understand this.
One of the most common mistakes organisations make is pitching product announcements without a human angle. While products and services matter, reporters are often far more interested in the people driving innovation, overcoming challenges or identifying opportunities within their industries.
This is why founder profiling frequently generates stronger media interest than company profiling alone.
Consider Airbnb during its early years. The company’s growth story was compelling, but media interest was amplified by the story of its founders, who famously sold cereal boxes to fund the business. Similarly, countless technology companies have gained visibility not merely because of what they built, but because of the entrepreneurial journeys behind them.
The same principle applies across sectors.
In property, investors often want to understand the philosophy and track record of the founder before making significant commitments. In technology, buyers increasingly want reassurance that leadership understands the challenges facing their industry. In professional services, credibility is frequently tied to the expertise and visibility of senior leaders.
Founder profiling also creates resilience during difficult periods.
When organisations face uncertainty, stakeholders naturally look towards leadership for direction. A founder or CEO who has already established visibility and trust is often better positioned to navigate challenges than one who remains largely unknown.
Trust cannot be built overnight.
It must be developed consistently through meaningful communication, thought leadership and authentic engagement. The best founder profiles are not promotional. They focus on insights, experiences, lessons learned and perspectives that audiences find valuable.
This is where many organisations get it wrong.
They view founder profiling as a publicity exercise rather than a credibility-building exercise.
The objective is not to make a founder famous.
The objective is to make the founder trusted.
When done effectively, founder profiling creates benefits that extend far beyond media coverage. It supports talent attraction, investor confidence, stakeholder engagement and brand differentiation. It helps organisations put a face to the business and creates emotional connections that traditional corporate messaging often struggles to achieve.
As communications continue to evolve, founder visibility is becoming less of a luxury and more of a necessity. The organisations that recognise this early will be better positioned to build trust, influence conversations and remain relevant in increasingly competitive markets.
After all, while products can be copied and services can be replicated, authentic leadership stories remain uniquely human.
And in an era where trust is increasingly scarce, that may be one of the most valuable assets a business can possess.
According to the 2025 Edelman Trust Barometer, 62% of people globally trust businesses to do what is right. The organisations most likely to sustain and strengthen that trust will be those whose leaders are willing to step forward, share their stories and become visible voices within their industries.
