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Sell your biz for max value.</span></div></div><fbs-cordial type="Follow" natural-id="blogAuthorId/blog/author/7238637" author-slug="liendepau" page-position="top"><a class="following-label" href="https://account.forbes.com/following" target="blank" title="https://account.forbes.com/following" aria-label="Following"><svg class="fs-icon fs-icon--check-mark" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 20 20"><path fill-rule="evenodd" clip-rule="evenodd" d="M10 2.9c-3.9 0-7.1 3.2-7.1 7.1s3.2 7.1 7.1 7.1 7.1-3.2 7.1-7.1-3.2-7.1-7.1-7.1zm-.7 10.3l-3-2.1.7-1 2 1.4 3.4-4.9 1 .7-4.1 5.9z"/></svg><span>Following</span></a></fbs-cordial></div></div><div class="metrics-channel light-text metrics-standard-topline with-border"><div class="anchors-container"><div class="save-article-wrapper" data-naturalid="blogAndPostId/blog/post/52291-674475cd335d5464eb481993" 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data-width="2888"></progressive-image></div><figcaption><fbs-accordion class="expandable" current="-1"><p class="color-body light-text">While Martha Stewart's personal brand catapulted her business to a $1.9 billion IPO, it also tied <span class="plus" data-ga-track="caption expand">... [+]</span><span class="expanded-caption"> the fate of her company to her reputation.</span></p></fbs-accordion><small>Getty Images</small></figcaption></figure> <p>Personal branding can feel like an entrepreneurial superpower. It’s what makes you stand out, what builds trust with your audience, and what helps you establish an emotional connection that drives loyalty. But beneath its shiny exterior lies a series of risks of a personal brand that many entrepreneurs overlook. Risks that can compromise the longevity, scalability, and ultimate value of the business you’re building.</p> <div class="halfway_hardwall_1"></div> <div class="article_paragraph_2"></div> <p>One powerful example is Martha Stewart. While her personal brand catapulted her business to a $1.9 billion IPO in 1999, it also tied the fate of her company to her reputation. When she faced legal troubles in 2004, her brand took a massive hit, causing the company’s value to plummet.</p> <div class="halfway_hardwall_2"></div> <p>Martha’s incredible story isn’t just a cautionary tale for billion-dollar empires—it’s a lesson for every entrepreneur who puts their personal identity at the center of their business.</p> <div class="halfway_hardwall_3"></div> <p>The 4 Risks Of A Personal Brand:</p> <div class="halfway_hardwall_4"></div> <div class="vestpocket" vest-pocket=""></div> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">1. Your Brand Is Vulnerable To Personal Missteps</h2> <p>When your name is the business, your reputation becomes the cornerstone of its success. Any misstep—whether a PR crisis, legal issue, or even personal burnout—can destabilize the entire operation. For Martha Stewart, her insider trading lawsuit damaged her public image and directly impacted her company’s stock price and trustworthiness.</p><fbs-ad position="inread" progressive="" ad-id="article-0-inread" aria-hidden="true" role="presentation"></fbs-ad> <p><strong>Why It Matters</strong>: Unlike a company brand, which can withstand changes in leadership, a personal brand’s fate is directly tied to your actions as the founder. It lacks resilience because it’s too dependent on you.</p> <div class="recirc-module shopping" data-type="standard"><div class="recirc-module-body recirc-module-body--vetted" id="recirc-unit"><div class="recirc-module-title">MORE FROM<a class="forbes-shop-link" href="https://www.forbes.com/vetted/" target="_self" title="https://www.forbes.com/vetted/" aria-label="FORBES VETTED" data-ga-track="shopping recirc|More From Forbes Vetted|none|none"><span class="forbes-shop" data-ga-track="shopping recirc|More From Forbes Vetted|none|none">FORBES VETTED</span></a></div><div class="recirc-articles"><div class="recirc-block-padding"><div class="recirc-content"><a class="recirc-link" href="https://www.forbes.com/sites/forbes-personal-shopper/2024/11/27/early-black-friday-deals/" target="_self" title="https://www.forbes.com/sites/forbes-personal-shopper/2024/11/27/early-black-friday-deals/" aria-label="70+ Early Black Friday Deals: Save Up To 50% On Beauty, Tech And More" data-ga-track="shopping recirc|More From Forbes Vetted|61775e110a63290001c4c83e|1"><h3 class="recirc-headline-no-margin" data-ga-track="shopping recirc|More From Forbes Vetted|61775e110a63290001c4c83e|1">70+ Early Black Friday Deals: Save Up To 50% On Beauty, Tech And More</h3></a><a class="recirc-author" href="https://www.forbes.comhttps://www.forbes.com/sites/forbes-personal-shopper/people/jordanthomas/" target="_self" title="https://www.forbes.comhttps://www.forbes.com/sites/forbes-personal-shopper/people/jordanthomas/" aria-label="By Jordan Thomas Forbes Staff">By<div class="recirc-author-name">Jordan Thomas</div><div class="recirc-author-type">Forbes Staff</div></a></div><a class="recirc-img" style="background-image:url(https://imageio.forbes.com/specials-images/imageserve/674759d3e232fea2eddc06e3/0x0.jpg?width=960);" href="https://www.forbes.com/sites/forbes-personal-shopper/2024/11/27/early-black-friday-deals/" aria-label="Graphic 70+ Early Black Friday Deals: Save Up To 50% On Beauty, Tech And More" data-ga-track="shopping recirc|More From Forbes Vetted|61775e110a63290001c4c83e|1"></a></div><div class="recirc-block-padding"><div class="recirc-content"><a class="recirc-link" href="https://www.forbes.com/sites/forbes-personal-shopper/article/best-black-friday-deals/" target="_self" title="https://www.forbes.com/sites/forbes-personal-shopper/article/best-black-friday-deals/" aria-label="The 116 Best Black Friday Deals So Far, According To Our Editors" data-ga-track="shopping recirc|More From Forbes Vetted|5f9707dcfcf3570006e54ef8|2"><h3 class="recirc-headline-no-margin" data-ga-track="shopping recirc|More From Forbes Vetted|5f9707dcfcf3570006e54ef8|2">The 116 Best Black Friday Deals So Far, According To Our Editors</h3></a><a class="recirc-author" href="https://www.forbes.comhttps://www.forbes.com/sites/forbes-personal-shopper/people/karacuzzone/" target="_self" title="https://www.forbes.comhttps://www.forbes.com/sites/forbes-personal-shopper/people/karacuzzone/" aria-label="By Kara Cuzzone Forbes Staff">By<div class="recirc-author-name">Kara Cuzzone</div><div class="recirc-author-type">Forbes Staff</div></a></div><a class="recirc-img" style="background-image:url(https://imageio.forbes.com/specials-images/imageserve/674755d959da9efbb8546ede/0x0.jpg?width=960);" href="https://www.forbes.com/sites/forbes-personal-shopper/article/best-black-friday-deals/" aria-label="Graphic The 116 Best Black Friday Deals So Far, According To Our Editors" data-ga-track="shopping recirc|More From Forbes Vetted|5f9707dcfcf3570006e54ef8|2"></a></div></div></div></div> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">2. Scalability Becomes A Challenge</h2> <p>A business built around your persona can make scaling more difficult. If customers expect you to deliver the service, create the products, or be the face of every marketing campaign, your business is inherently limited by your time and capacity.</p> <div class="article_paragraph_7"></div> <p><strong>Why It Matters</strong>: For a business to scale successfully, it needs systems, products, and a team that can operate independently. Personal branding often creates a bottleneck, where growth is tied to how much you can personally handle.</p> <script> function loadConnatixScript(document) { if (!window.cnxel) { window.cnxel = {}; window.cnxel.cmd = []; var iframe = document.createElement('iframe'); iframe.style.display = 'none'; iframe.onload = function() { var iframeDoc = iframe.contentWindow.document; var script = iframeDoc.createElement('script'); script.src = '//cd.elements.video/player.js' + '?cid=' + '62cec241-7d09-4462-afc2-f72f8d8ef40a'; script.setAttribute('defer', '1'); script.setAttribute('type', 'text/javascript'); iframeDoc.body.appendChild(script); }; document.head.appendChild(iframe); const preloadResourcesEndpoint = 'https://cds.elements.video/a/preload-resources-ovp.json'; fetch(preloadResourcesEndpoint, { priority: 'low' }) .then(response => { if (!response.ok) { throw new Error('Network response was not ok', preloadResourcesEndpoint); } return response.json(); }) .then(data => { const cssUrl = data.css; const cssUrlLink = document.createElement('link'); cssUrlLink.rel = 'stylesheet'; cssUrlLink.href = cssUrl; cssUrlLink.as = 'style'; cssUrlLink.media = 'print'; cssUrlLink.onload = function() { this.media = 'all'; }; document.head.appendChild(cssUrlLink); const hls = data.hls; const hlsScript = document.createElement('script'); hlsScript.src = hls; hlsScript.setAttribute('defer', '1'); hlsScript.setAttribute('type', 'text/javascript'); document.head.appendChild(hlsScript); }).catch(error => { console.error('There was a problem with the fetch operation:', error); }); } } loadConnatixScript(document); </script> <script class="fbs-cnx"> (function() { function createUniqueId() { return 'xxxxxxxx-xxxx-4xxx-yxxx-xxxxxxxxxxxx'.replace(/[xy]/g, function(c) { var r = Math.random() * 16 | 0, v = c == 'x' ? r : (r & 0x3 | 0x8); return v.toString(16); }); } const randId = createUniqueId(); document.getElementsByClassName('fbs-cnx')[0].setAttribute('id', randId); document.getElementById(randId).removeAttribute('class'); (new Image()).src = 'https://capi.elements.video/tr/si?token=' + '44f947fb-a5ce-41f1-a4fc-78dcf31c262a' + '&cid=' + '62cec241-7d09-4462-afc2-f72f8d8ef40a'; cnxel.cmd.push(function () { cnxel({ playerId: '44f947fb-a5ce-41f1-a4fc-78dcf31c262a', playlistId: '9f914deb-4288-4fd7-b59b-0d4d3ca3c704', }).render(randId); }); })(); </script> <p><strong>Extra Resource You Might Like:</strong> <a href="https://www.forbes.com/sites/liendepau/2024/02/19/a-3-step-guide-to-scaling-your-services-beyond-you/" target="_self" class="color-link" title="https://www.forbes.com/sites/liendepau/2024/02/19/a-3-step-guide-to-scaling-your-services-beyond-you/" data-ga-track="InternalLink:https://www.forbes.com/sites/liendepau/2024/02/19/a-3-step-guide-to-scaling-your-services-beyond-you/" aria-label="How To Scale Your Services Beyond You. A 3-Step Guide.">How To Scale Your Services Beyond You. A 3-Step Guide.</a></p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">3. Your Exit Options Are Limited</h2> <p>If your personal brand is the business, selling it becomes a monumental challenge. Buyers are investing in the brand’s longevity, and if that brand is inextricably tied to you, it’s seen as a risky investment. The business loses value the moment you step away because the key asset—you—can’t be transferred.</p> <p><strong>Why It Matters</strong>: When Martha Stewart sold her company in 2015, it fetched $353 million—just a fraction of its peak IPO valuation of $1.9 billion. The reason? The business’s worth was deeply tied to her.</p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">How Personal Branding Lowers The Value Of A Business</h2> <p>Building a business around your personal brand doesn’t just carry operational risks—it can also undermine the financial value of your company. Here’s how:</p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">1. A Non-Transferrable Asset</h2> <p>When buyers evaluate a business, they look for assets that will remain valuable after the founder leaves. A company brand—rooted in mission, products, and customer trust—is transferrable. A personal brand is not.</p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">2. A Lack Of Scalability Hurts Valuation</h2> <p>When a business is too dependent on the founder, it signals to buyers that scaling will be difficult without that individual. Buyers don’t just purchase what exists today—they pay for the future growth potential. A personal brand-focused business lacks that scalability unless major changes are made.</p> <p><strong>Example</strong>:</p> <p>Many coaching businesses face this issue. If the founder is the only person delivering the programs, the business can’t scale. This limits its value to a buyer, who would have to rebuild the model or bring in new talent to sustain growth.</p> <p><strong>Extra Resource You Might Like</strong>: <a href="https://www.forbes.com/sites/liendepau/2024/11/20/how-to-sell-a-coaching-business/" target="_self" class="color-link" title="https://www.forbes.com/sites/liendepau/2024/11/20/how-to-sell-a-coaching-business/" data-ga-track="InternalLink:https://www.forbes.com/sites/liendepau/2024/11/20/how-to-sell-a-coaching-business/" aria-label="How To Sell A Coaching Business">How To Sell A Coaching Business</a></p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">3. Increased Risk Perception</h2> <p>Investors and buyers assess risk as part of valuation. A business reliant on a personal brand is seen as higher risk because its value depends on the reputation, health, and continued involvement of one individual.</p> <p><strong>Example</strong>:</p> <p>If a buyer looks at two businesses generating $1M annually—one built around a personal brand and the other around a company identity—they’re more likely to value the company brand higher. It’s perceived as a safer, more stable investment.</p> <p><strong>Extra Resource You Might Like: </strong><a href="https://www.forbes.com/sites/liendepau/2024/05/08/how-much-can-you-sell-your-business-for/" target="_self" class="color-link" title="https://www.forbes.com/sites/liendepau/2024/05/08/how-much-can-you-sell-your-business-for/" data-ga-track="InternalLink:https://www.forbes.com/sites/liendepau/2024/05/08/how-much-can-you-sell-your-business-for/" aria-label="How Much Can You Sell Your Business For">How Much Can You Sell Your Business For</a></p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">How To Avoid The Risks Of A Personal Brand</h2> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">1. Build A Company Brand Alongside Your Personal Brand</h2> <p>You don’t have to abandon your personal brand—but it shouldn’t be the sole identity of your business. Create a company name, mission, and visual identity that customers recognize independently of you.</p> <p><strong>Practical Tip</strong>:</p> <p>Start transitioning your personal brand into a broader company identity. For example, Michael Hyatt transition the name of his business from Michael Hyatt to Full Focus, no longer tying his business solely to his name.</p> <p><strong>Extra Resource You Might Like</strong>: <a href="https://www.forbes.com/sites/liendepau/2024/04/01/from-personal-to-business-brand-3-steps-shift/" target="_self" class="color-link" title="https://www.forbes.com/sites/liendepau/2024/04/01/from-personal-to-business-brand-3-steps-shift/" data-ga-track="InternalLink:https://www.forbes.com/sites/liendepau/2024/04/01/from-personal-to-business-brand-3-steps-shift/" aria-label="From Personal To Business Brand: 3-Steps Shift">From Personal To Business Brand: 3-Steps Shift</a></p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">2. Diversify Revenue Streams Beyond You</h2> <p>Create products, services, or systems that don’t require your direct involvement. This could include licensing your expertise, building a team to deliver services, or creating digital products like online courses.</p> <p><strong>Practical Tip</strong>:</p> <p>Look at examples like Marie Forleo’s B-School. While her name is attached to it, the product itself doesn’t require her constant involvement to operate.</p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">3. Empower A Team To Share The Spotlight</h2> <p>Introduce other faces or voices into your business to reduce dependency on you. Position your team members as trusted experts in their own right.</p> <p><strong>Practical Tip</strong>:</p> <p>Host guest contributors on your blog, feature team members in marketing content, or delegate key responsibilities to leadership roles.</p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">4. Make Your Business Sellable</h2> <p>If your goal is to eventually sell your business, start planning now. Shift focus from your personal brand to the processes, systems, and customer base that make the business valuable.</p> <p><strong>Practical Tip</strong>:</p> <p>Conduct an audit of your business to identify areas that are too reliant on you. Develop strategies to make these areas more autonomous.</p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">How Lisa Mitigated The Risks Of A Personal Brand</h2> <p>Consider the story of Lisa, a successful fitness coach. Initially, her business was entirely tied to her personal brand—clients wanted <em>her</em> as their trainer. But she realized this model wasn’t scalable or sellable.</p> <p>Lisa rebranded her business as a fitness studio with a team of trainers. She created an app offering pre-recorded workouts and nutrition plans, allowing clients to engage with the brand without her direct involvement.</p> <p>When Lisa decided to sell, the buyer saw a business with strong systems, a loyal customer base, and diverse revenue streams. Her ability to detach her personal identity from the business increased its value significantly.</p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align">Your Turn: Audit Your Business Dependency</h2> <p>Want to future-proof your business? Take 15 minutes to complete this quick audit:</p> <ol> <li><strong>Brand Identity</strong>: Can your business operate without your personal brand? If not, what steps can you take to create a standalone identity?</li> <li><strong>Revenue Streams</strong>: How much of your income is tied to your personal involvement? Identify one way to diversify.</li> <li><strong>Team Involvement</strong>: Are you the only face of the business? List three ways to empower others to represent your brand.</li> <li><strong>Scalability</strong>: What aspects of your business are scalable, and where are you the bottleneck?</li> </ol> <p>Commit to one actionable change this week to reduce dependency on your personal brand.</p> <h2 class="subhead-embed color-accent bg-base font-accent font-size text-align"><strong>Conclusion: </strong>Risks Of A Personal Brand</h2> <p>While a personal brand can be a powerful tool, there are significant risks of a personal brand. As Martha Stewart’s story shows, the same personal connection that makes a brand successful can also make it fragile. The solution? Build a business that’s inspired by you but not dependent on you. By creating a company identity, diversifying revenue streams, and developing a team-driven culture, you can safeguard your business from personal setbacks—and position it for long-term success. Your business shouldn’t just reflect your name—it should be built to thrive without it.</p> <div class="newsletter_signup_article"></div></div><div class="sigfile article-body fs-responsive-text"><span>Follow me on </span><a href="https://www.linkedin.com/in/liendepau" rel="nofollow noopener noreferrer" target="_blank">LinkedIn</a>. <span>Check out </span>my <a href="https://www.thebigexit.co" rel="nofollow noopener noreferrer" target="_blank">website</a> or some of my other work <a href="https://www.amazon.com/Get-Real-Practical-Guide-Live/dp/9082672839" rel="nofollow noopener noreferrer" target="_blank">here</a>. </div><div class="bottom-contrib-block"><div class="fs-author-group-wrapper"><div class="contrib-byline"><a class="fs-author-avatar" href="https://www.forbes.com/sites/liendepau/" title="Photo of Lien De Pau"><img class="fs-author-image" src="https://specials-images.forbesimg.com/imageserve/65830ef24b1a282c6d4ecb8e/400x0.jpg?cropX1=0&cropX2=300&cropY1=0&cropY2=300" alt="Lien De Pau"></a><div class="contrib-info"><div class="author-wrapper"><a class="author-name contrib-byline-author speakable-author" href="https://www.forbes.com/sites/liendepau/" title="https://www.forbes.com/sites/liendepau/" aria-label="Lien De Pau" data-ga-track="contrib block byline">Lien De Pau</a></div></div></div><fbs-cordial type="Follow" natural-id="blogAuthorId/blog/author/7238637" author-slug="liendepau" page-position="bottom"><a class="following-label" href="https://account.forbes.com/following" target="blank" title="https://account.forbes.com/following" aria-label="Following"><svg class="fs-icon fs-icon--check-mark" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 20 20"><path fill-rule="evenodd" clip-rule="evenodd" d="M10 2.9c-3.9 0-7.1 3.2-7.1 7.1s3.2 7.1 7.1 7.1 7.1-3.2 7.1-7.1-3.2-7.1-7.1-7.1zm-.7 10.3l-3-2.1.7-1 2 1.4 3.4-4.9 1 .7-4.1 5.9z"/></svg><span>Following</span></a></fbs-cordial></div><p class="contrib-bio" data-author-html-description="<p>Lien De Pau is the founder of <a class="color-link" href="https://www.thebigexit.co/small-business-selling?utm_source=Forbes&amp;utm_medium=profile" rel="nofollow noopener">The 7-Figure Exit™</a>, educating 1 million business owners on preparing and selling their business for maximum value.&nbsp;</p><p>Owner of <a class="color-link" href="https://www.travakbusinessschool.com" rel="nofollow noopener">The Freedompreneur Institute</a>, the largest online business school for freelancers.&nbsp;</p><p>Bestselling author of <a class="color-link" href="https://www.amazon.com/Get-Real-Practical-Guide-Live/dp/9082672839" rel="nofollow noopener">Get Real</a>.&nbsp;</p><p>Freedompreneur and global citizen.</p>"></p></div><div class="article-footer" style="border:;"><ul class="footer-row color-body light-text print-tips"><li><a href="https://www.forbes.com/sites/forbesstaff/article/forbes-editorial-values-and-standards/" rel="noopener noreferrer" target="_blank">Editorial Standards</a></li><li><a href="https://www.parsintl.com/publications/forbes/" rel="noopener noreferrer" target="_blank">Forbes Accolades</a></li></ul><div class="footer-ad-labeling" aria-hidden="true" tabindex="-1"></div></div></div></div><div class="right-rail" article-index="0"><div class="video-placeholder"><div class="video-player inactive" data-nosnippet></div></div><div class="ad-rail"><div class="fbs-ad-wrapper fbs-ad--article-0-rec-wrapper recx-alignment"><fbs-ad ad-id="article-0-rec" batched position="rec"></fbs-ad></div><div class="fbs-ad-wrapper fbs-ad--article-0-recx-1-wrapper recx-alignment"><fbs-ad ad-id="article-0-recx-1" batched position="recx"></fbs-ad></div></div></div></div></div><div class="mnet-box article-wrapper" tabindex="-1" role="presentation" aria-hidden="true"><div class="medianet-wrapper ad-unit mnet-btf"><div class="medianet fbs-ad--media_net_1_article_0-wrapper" data-position="media_net_1_article_0" data-size="800x650" data-tagId="265256887" data-params=""></div></div></div><div class="openWeb-wrapper"><div class="openWebHeaderContainer desktop"><div class="header"><h3 class="title">Join The Conversation</h3><div class="data"><span class="emoji"></span><span class="comments">Comments </span><span class="count content_674475cd335d5464eb481993"></span></div></div><div class="info"><p>One Community. 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2024","hourMinute":"05:41","amPm":"pm","isEDT":false,"unformattedDate":1732660886141},"uri":"https://www.forbes.com/sites/elainepofeldt/2024/11/26/teachables-founder-tackles-a-new-challenge-democratizing-access-to-tax-efficient-retirement-accounts-for-the-self-employed/"}},"id":"5bmackqda2io00"},{"textContent":"<div class=\"top-stories-img-container\"><div class=\"top-stories-img-placeholder ratio16x9\"><a class=\"top-stories-img\" style=\"background-image:url(https://specials-images.forbesimg.com/imageserve/67443c06900cf30425e30dfc/290x0.jpg)\" href=\"https://www.forbes.com/sites/jodiecook/2024/11/26/5-daily-rituals-of-people-who-achieve-extraordinary-wealth/\" data-index=\"9\" data-ga-track=\"Top Story 9\"></a></div></div><div class=\"top-stories__date\"><time>Nov 26, 2024,</time><span class=\"time\"><time>12:00pm EST</time></span></div><a class=\"top-stories__title\" data-ga-track=\"Top Story 9\" data-index=\"9\" 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