Your Ideal Customer Is a Person, Not a Job Title

Ask a business to describe its ideal customer and you’ll often get a fairly confident answer.

Marketing directors in UK businesses with 20–200 employees.

Great. That’s a starting point. But what does it actually tell you about the person you’re trying to reach?

You know their job title, the sort of business they work for and roughly how big that business is. What you don’t know is what’s going on in their working life, what they’re trying to achieve or why they might need your help.

And those are the things that can make all the difference when it comes to creating content that gets their attention.

How well do you really know your ideal customer?

Most businesses have come across the term ideal customer profile, or ICP. It’s a way of defining the customers you most want to work with, and it’s an important part of any marketing strategy.

But it’s easy to stop at the basics.

Take our marketing director, for example.

Perhaps they’ve recently joined a growing business. They’ve inherited a small team, the managing director wants to see results quickly and they’re trying to work out how to deliver everything that’s expected of them.

They’re very capable at their job and know what good marketing looks like. What they don’t have is enough time or enough people to do everything they’d like.

Now imagine you’re a marketing agency trying to reach that person. You could spend weeks creating content about your impressive range of services and explaining how your approach to marketing works.

But would any of that make our marketing director stop scrolling?

Possibly, but probably not.

An article about keeping your marketing moving when your team is already stretched might get a very different reaction. You’re talking about something they’re experiencing, perhaps even struggling with, rather than something you want to sell.

Of course, another marketing director with the same job title in a similar business might have completely different priorities.

That’s the point. A job title can help you find the right people, but it doesn’t necessarily help you understand them.

We’re often far too interested in our own businesses

There’s another problem that tends to creep into content marketing, and I think most of us have probably been guilty of it at some point.

We get a bit carried away with our own businesses.

Which is understandable. We’ve worked hard to build them, we’re proud of what we do and naturally we want people to know about it.

So, we talk about our latest service, explain how clever our product is and share the finer details of how everything works. And sometimes that’s exactly what our audience needs to hear.

The trouble is, we’re so familiar with our own world that we forget other people aren’t.

Think about how often you’ve visited a business website and had to work surprisingly hard to understand what the company does for its customers. There’s plenty of information available. Sometimes there’s an extraordinary amount of technical detail. But after reading three paragraphs, you’re still wondering what any of it means for you.

The business knows its product inside out. It has simply forgotten that the person reading about it probably doesn’t. And all that knowledge and expertise is valuable. We just need to get better at explaining it in a way that means something to the people we’re trying to reach.

What Apple understood about its customers

One of our favourite examples of this goes all the way back to 2001, when Apple launched the original iPod.

The device had a 5GB hard drive, which was pretty impressive technology at the time.

But Apple didn’t make that technical specification the headline. Instead, it led with a wonderfully simple message:

“1,000 songs in your pocket.”

You didn’t need to know anything about storage capacity or digital audio technology. You could immediately picture what owning an iPod would mean for you.

Imagine having all that music in your pocket, wherever you went.

Apple hadn’t made the technology any less impressive by describing it that way. It had made the benefit instantly understandable. The technical specs were still there for anyone who wanted them. But you didn’t need to understand the technology to understand why you might want an iPod.

Now, most of us aren’t selling the next revolutionary piece of technology. But the principle works just as well for a small business selling a service as it does for Apple.

We can be so busy explaining what we’ve created that we forget to show people what it could do for them.

So, what does this mean for your content?

For a start, it means getting a bit more curious about your customers.

And you don’t necessarily need an expensive research project or a complicated buyer persona exercise to do that.

Think about the conversations you’re already having. When somebody gets in touch, how do they explain what they’re looking for? What prompted them to start looking for help in the first place?

Pay particular attention to the words they use.

You might describe your service as an integrated content marketing solution. Your customer might simply say they need somebody to keep their marketing going because nobody on the team has the time.

Both might be accurate descriptions of the same service.

But we know which one we’d be more inclined to use when writing something intended to reach that customer. This is also where having a good understanding of your audience changes the sort of content you create. Instead of sitting down each month and trying to think of something new to say about your business, you can start with what your customers are interested in.

Maybe there’s a question that comes up in almost every sales conversation. Perhaps you’ve noticed a common misunderstanding about what you do. Or you’ve had a really interesting conversation with a customer that made you think about something differently.

There’s a good chance somebody else would be interested in reading about it.

And this isn’t about turning every blog or social media post into a discussion of somebody’s problems.

People aren’t defined by their pain points any more than they’re defined by their job titles. They have ambitions, interests and ideas of their own. Sometimes they want practical help. Other times they want to learn something new or see an opportunity they hadn’t considered.

Nor does it mean stripping out all the technical detail. If you’re speaking to a specialist audience, they may want that detail, and they’ll certainly notice if you don’t know your subject.

The point is to understand who you’re talking to well enough to know what will interest them.

The closer you get to that, the less your content feels like a business broadcasting information and the more it feels like a conversation worth having.

Get to know the person behind the profile

Your ideal customer profile is a good place to begin. It helps you understand where to focus your marketing and who you’re hoping to attract.

But there’s a real person behind that description.

Someone who’s busy with their own work and probably hasn’t spent much of their day thinking about your business. They’re not sitting around waiting for your next LinkedIn post or newsletter to arrive.

Which means we have to give them a reason to be interested. And that starts with knowing a little more about them than their job title.

So, next time you’re planning your content, it’s worth asking yourself a simple question.

Are we talking about what we want people to know, or what they’d actually be interested in hearing?

The Business Case for Trust

Some thoughts on why leadership visibility, inclusive culture and commercial value belong in the same conversation.

Having worked with organisations big and small, across a wide range of sectors, one thing I keep coming back to is how often leadership visibility, trust, inclusion and commercial performance are treated as separate conversations.

Leadership visibility tends to land with marketing or communications. Trust and inclusion often sit with HR or people and culture, while commercial performance belongs in the boardroom.

On an organisational chart, that separation makes perfect sense. In real life, people do not experience a business that way.

An employee might see what the CEO says publicly and compare it with what happens inside the organisation. A potential recruit may read an interview or LinkedIn post before deciding whether to apply. Customers notice how leaders respond when something goes wrong, while partners and suppliers form impressions through the decisions a business makes and the people explaining them.

None of those audiences is thinking in departments. They are building a picture of one organisation and deciding what sort of organisation they believe they are dealing with.

And they are doing so at a difficult time for trust.

The 2026 Edelman Trust Barometer found that 76% of UK respondents were either hesitant or unwilling to trust someone with different values, facts, problem-solving approaches or cultural backgrounds.

For organisations, that has practical consequences. Businesses depend on people with different experiences, opinions and backgrounds being able to work together, exchange knowledge, challenge assumptions and make decisions.

They also need to understand customers and partners they may not instinctively relate to, attract good people and create working environments where colleagues feel able to raise concerns when something does not look right.

Trust runs through all of it.

Which brings us to the question behind this piece: what role do leaders play in helping people understand, engage with and believe what an organisation says about itself?

Organisations are understood through people

We have become accustomed to thinking about organisations through their brands: the website, campaigns, values page, official statements and carefully crafted corporate messaging.

But organisations are also understood through people, particularly those making decisions and speaking on their behalf.

RepTrak’s 2026 research found that 48% of global stakeholders saw the CEO as the most appropriate person to communicate company vision. Listening and responding to feedback, openness about actions and clear communication were also among the things stakeholders valued from corporate communication.

This is where leadership visibility can easily become misunderstood.

It is not simply about posting more often, speaking at more conferences or building a bigger online profile. Those things may form part of it, but visibility becomes more valuable when people begin to understand something about how a leader thinks, what they value and how they approach decisions.

That might come through an interview, podcast or LinkedIn post. It can also happen at an industry event, during a webinar, in communication with employees or in the way a difficult decision is explained.

There is rarely only one audience either. A LinkedIn post written with customers in mind may also be read by employees and future recruits. An industry interview can reach partners, suppliers and competitors, while something communicated internally may eventually find its way outside the organisation.

Leadership visibility is increasingly stakeholder visibility.

So perhaps the better question is not how often a leader appears, but whether the people who have a stake in the organisation can understand something meaningful about the thinking, choices and values behind it.

Values need something behind them

Most organisations have words describing what they value.

Customers. Integrity. Collaboration. Innovation. Inclusion. People.

On their own, those words tell us very little. Their credibility comes from whether people’s experience of the organisation gives them a reason to believe them.

If a business talks about listening while challenging a senior decision is quietly discouraged, that sends a message. The same is true when an organisation describes itself as inclusive while the same narrow group of voices is repeatedly heard, recognised and promoted.

But there is another side to this.

An organisation can be doing thoughtful, credible work that remains largely invisible beyond the people directly involved. That is where communication has a genuine role to play.

Communication cannot turn an unhealthy culture into a healthy one, or make an organisation inclusive simply by describing it that way. What it can do is make genuine behaviour, decisions and progress easier for other people to see and understand.

There can be a sizeable gap between what an organisation is doing and what the people around it can reasonably know about it. Good communication helps close some of that gap.

Inclusion makes this particularly clear

There are plenty of confident claims about the commercial benefits of diversity, and some deserve more scrutiny than they often receive.

A large meta-analysis led by Dr Lukas Wallrich examined 615 reports and 2,638 effect sizes looking at the relationship between diversity and team performance.

Overall, the positive relationship was very small, although the researchers found stronger relationships in some contexts, including work involving greater complexity, creativity and innovation.

That does not weaken the case for diversity. It makes what happens after different people enter an organisation much more important.

Businesses employ people partly because of what they know: their experience, judgement, expertise, understanding of customers and perspective on the world around them. If those people learn that disagreement is unwelcome, certain views carry more weight than others or speaking up comes at a cost, the organisation has access to less of what it employed them for in the first place.

Recruitment may change who is in the room, but inclusion influences how much of their experience reaches the decision.

CIPD’s evidence review into trust and psychological safety reinforces the practical importance of this. In psychologically safer working environments, people are more comfortable offering ideas, sharing different viewpoints, asking questions and admitting mistakes.

The connection to better business decisions is not hard to see.

The person closest to a customer may notice a problem before it appears in a report. Someone with a different background may spot an assumption others have never had reason to question, while a new colleague may ask the obvious question everyone else stopped asking years ago.

None of those people is guaranteed to be right. The value lies in having access to the perspective before the decision is made.

So the commercial case is not that putting different people together automatically improves performance. It is that organisations invest in people for their knowledge and experience, and inclusion influences how much of that knowledge and experience the business can actually draw on.

The same thing happens outside the organisation

Customers, candidates, partners and suppliers do not get to see everything happening inside a business, so they build their picture from the evidence available to them.

That includes who speaks for the organisation, how difficult decisions are explained, what employees say, whose expertise is visible and whether the things leaders talk about publicly appear consistent with what happens in practice.

This is where leadership communication becomes about more than personal profile or reach.

Leaders can provide context that people would not otherwise have. They can explain why a decision has been made, acknowledge where an organisation still has work to do and give greater visibility to the people, thinking and experience behind the business.

None of that guarantees trust. People will make their own judgement, as they should. But it gives them something more substantial on which to base it.

For organisations that genuinely care about inclusion, that raises some important questions.

If different perspectives are valued, where can people see evidence of that? Who gets heard and whose expertise is recognised? How do leaders communicate when the reality is imperfect? And can people outside the organisation see enough to understand what those values mean in practice?

Visibility is not about talking endlessly or turning every senior leader into a content creator.

It is about making enough of an organisation’s thinking, choices and people visible for the people who matter to understand it better.

Why this matters to us

Colour Me Social has always described itself as a proudly inclusive marketing collective.

For us, inclusion is about widening opportunity and participation so that more people, experiences and perspectives have the chance to contribute.

Where our work intersects particularly strongly with this subject is communication and visibility. We spend a lot of time thinking about what organisations make visible, whose voices are heard and what remains hidden inside them.

A business may have thoughtful leaders, strong values and meaningful work happening behind the scenes. But customers, prospective employees, partners and other stakeholders can only respond to what they are able to see, hear and experience.

That is why we want to understand more about questions such as:

  • How do leaders communicate inclusive values without sounding performative?
  • What makes those values believable?
  • Where has greater leadership visibility helped people understand an organisation better?
  • What stops leaders from talking about this in the first place?

These questions sit behind our forthcoming report, The Leadership Visibility Gap, built around one central question:

How does the way leaders communicate shape whether an organisation’s inclusive values are understood and trusted?

We will be speaking with leaders from inclusive organisations about what they have experienced in practice.

Organisations are not judged only by the values they publish. People also look at the evidence they encounter: what happens, who they hear from, how decisions are explained and whether what leaders say appears consistent with what the organisation actually does.

When those things make sense alongside one another, trust has something much more substantial to build on.

Read more on how trust builds inclusive cultures.

You Can’t Communicate Your Way Into Inclusion.

You can’t communicate your way into being an inclusive organisation. But the way you communicate can tell people a great deal about whether you really are one.

No statement, campaign, social post or carefully worded leadership message can create an inclusive culture on its own.

Communication can, however, give people the evidence they need to believe and trust you.

It helps employees, customers and other stakeholders understand what leaders pay attention to, how decisions are made, whose experiences appear to have been considered and whether the values an organisation talks about seem to influence what it actually does.

That feels particularly relevant to this year’s National Inclusion Week theme, Build Trust. Navigate Change.

Change has a habit of making organisational values easier to see. Because when there is pressure, uncertainty or a difficult decision to make, people are no longer judging inclusion by the words on a values page alone. They are also looking at what happens next.

Communication gives people something to judge

Organisations put a lot of work into communicating what they stand for.

There are values statements, policies, campaigns, internal communications and public commitments. During National Inclusion Week, there will quite rightly be conversations about inclusion across many of those channels. But saying that inclusion matters and giving people reasons to believe it are different things.

People build their own view over time.

They notice whether leaders acknowledge that a decision may affect people differently, whose perspectives appear to have been considered and whether difficult questions are addressed rather than smoothed over. They absolutely notice whether leaders listen and respond, or whether communication only travels in one direction. And they compare what they hear with what they experience. That’s key because inclusion has substance only when it reaches beyond the statement.

A leader cannot prove through communication that every person in an organisation feels included. What they can do is make the thinking, priorities and behaviours behind the organisation more visible. That gives people more evidence from which to decide whether its stated values feel credible.

Visible leadership makes values easier to see

This is one of the distinctions we keep returning to as we explore leadership visibility at Colour Me Social.

Visibility is often discussed in terms of profile, reach or how often a leader communicates. But perhaps the more interesting question is what people are actually able to understand because that leader is visible.

Can they see how decisions are approached? Do they understand what the leader pays attention to? Can they see how a leader handles uncertainty, difficult questions and challenge? When different people may experience the same decision differently, does the communication recognise that?

Leaders don’t have to comment on everything or have a polished answer ready for every situation, but when they are visible, people have more information against which to judge them and the organisations they represent.

We’re already hearing this in the first few interviews we’ve conducted for our Leadership Visibility Report.

“Using our online communication channels to connect with our stakeholders is one of the most important ways we can share our values and culture. And enabling them to hear from the leaders and the people within our organisation is the most valuable of all. People trust people more than businesses!”

That relationship between visibility and trust is reflected in wider research too.

RepTrak’s 2026 research found that 48% of global stakeholders saw the CEO as the most appropriate person to communicate company vision. But its findings also make an important distinction: people placed particular value on leaders listening and responding to feedback and being open about their actions.

RepTrak’s conclusion was clear that visibility alone does not strengthen reputation; what people see still has to meet their expectations.

That supports an important distinction.

Leadership visibility can support trust, but being seen is not enough.

For an organisation that says inclusion matters, visibility makes some fairly fundamental things more open to scrutiny: whether different experiences are recognised, whether challenge is treated seriously, whether leaders appear prepared to listen and whether the organisation’s values remain present when the conversation becomes uncomfortable.

Change is when values have to do some work

This is where the second half of the National Inclusion Week theme, Navigate Change, becomes particularly relevant.

Values are relatively easy to describe when circumstances are comfortable. They become more revealing when an organisation is restructuring, changing priorities, introducing new technology, reducing budgets, altering ways of working or making another decision that may affect different people in different ways.

In those moments, employees may be trying to understand far more than what is changing.

Why has this decision been made?
Who has been considered?
Will different people experience this change differently?
Do the values we hear about when things are going well still matter when decisions become harder?

Good communication can’t remove all uncertainty, or make every difficult decision feel fair to everyone affected by it.

But the way leaders explain those decisions can reveal whether different experiences have genuinely entered the thinking.

So can the way they listen.

There is good evidence for the wider relationship between trust, belonging and the ability to navigate change.

Great Place To Work UK’s 2026 research found that employees in high-trust, high-wellbeing cultures experience 3.2 times greater levels of belonging. In those environments, 80% of employees say they adapt quickly to change, compared with 60% in typical workplaces.

Those figures don’t mean that communication alone creates trust, belonging or adaptability. It clearly doesn’t. They do, though, underline why trust matters when organisations ask people to navigate change, and why inclusion cannot be separated from that conversation.

When people feel valued, listened to and included, they experience change in a very different environment from one where trust is already fragile.

Trust forms in the gap between words and experience

Any communication strategy has its limits.

An organisation can say that people should speak up. Whether people believe they can depends on what happens when someone does.

It can say that different perspectives are valued. People will also notice whose views influence decisions, who is repeatedly heard and what happens when someone disagrees.

It can talk about inclusion as an organisational value. People will compare that language with decisions, behaviour and their own experience of the organisation.

That comparison builds or weakens credibility. One principle we return to frequently at Colour Me Social is simple:

Trust is built when the message and the behaviour match. That does not mean organisations have to be perfect before they communicate about inclusion. Most organisations will have gaps between what they aspire to and what everyone experiences. Pretending otherwise is hardly a strong basis for trust.

Credibility can also come from acknowledging where work is unfinished, explaining the thinking behind difficult choices and being prepared to hear when a decisions impact is different from the one intended.

You have to be consistent.

If inclusion disappears from view whenever a difficult commercial decision has to be made, people learn something. When leaders talk about listening but become less accessible when they face challenge, people learn something. And if the same inclusive values expressed publicly can still be recognised in difficult decisions, explanations and responses, people learn something from that too.

What happens during the other 51 weeks?

Building trust is not simply about communicating more.

More messages do not automatically create more confidence and more leadership visibility does not automatically make an organisation more credible.

People need reasons to believe what they are hearing. Reasons that accumulate through what leaders say, what they are prepared to acknowledge, how they respond when circumstances become difficult and, crucially, whether the organisation’s behaviour supports the story being told.

That is where communication has a genuine role in inclusion.

It cannot manufacture an inclusive culture. And it cannot compensate indefinitely for behaviour that contradicts the message. What it can do is make enough of an organisation’s thinking, decisions and values visible for people to form a more informed view of what it really stands for.

National Inclusion Week gives organisations an important opportunity to talk about inclusion. But the real test is what people see during the other 51 weeks of the year, particularly when things change, decisions become harder and those values are put under pressure.

And leadership visibility, and how and what is communicated, is part of what people are judging in those moments.

You can’t communicate your way into being an inclusive organisation. But the way you communicate can tell people a great deal about whether you really are one.

Read more of our thoughts, views and opinions on the value of trust and leadership visibility here.

If You Measure Content Only in Leads, You’re Missing the Value of Trust

This is very much a FOMO you should not ignore …

For startups, SMEs and, quite frankly, any business, it’s understandable to think about the value of content in terms of lead generation.

If you’re spending time or money creating it, you want to know it’s contributing to the business. So, we look at enquiries, website visits, booked calls and opportunities we can connect back to marketing.

All reasonable things to measure. The problem comes when lead generation becomes the main test of whether content has any value at all.

Most people who come across your business today aren’t about to buy from you. Some won’t need what you sell for six months, a year or sometimes longer. Some may never become customers themselves.

They can still be of enormous value to your business.

They may recommend you, return as a previous client, apply for a job, introduce you to someone, invite you to contribute to an event, choose to partner with you or put your name forward when an opportunity comes up.

A lot can happen between somebody seeing your content and somebody becoming a “lead”. Trust plays a much bigger part in that than we sometimes give it credit for.

What happens before somebody is ready to buy?

B2B leads rarely arrive because someone saw a single LinkedIn post and immediately decided they needed your services. Wouldn’t that be lovely!

There is usually a period before that. Someone sees your name, then comes across it again. They start to understand what your business does and what you are about. They might read an article that helps them see how you approach a problem, or a post that gives them a sense of the experience behind the company.

At some point, your business stops being completely unfamiliar.

The B2B Institute’s 95:5 rule is a helpful way to think about this. The principle is that most potential B2B buyers are out of market at any given time, with only a small proportion actively looking to buy. The exact buying cycle varies from market to market, but the important point is that most of the people you want to reach simply aren’t ready today.

If we judge content mainly by the leads it creates now, we risk designing our marketing around the small part of the audience that happens to be in a buying window.

We also miss what is happening with everybody else. They are becoming familiar with the business, understanding what it knows and forming a view about whether it seems credible.

That work is much harder to see in analytics, but it can make a later decision considerably easier.

Trust changes business decisions

Trust can sound like one of those marketing buzzwords that everybody agrees is important, but nobody quite knows what to do with.

Part of the problem is that it’s easier to count an enquiry than a change in perception. Nobody fills in a form to tell you that they now have slightly more confidence in your judgement, or what you do, than they did three months ago.

Yet confidence affects an enormous number of business decisions.

Imagine somebody comparing two businesses offering broadly similar services. They know very little about one. With the other, they have read a few articles, seen one of its leaders explain how they approach the work and come across examples that suggest the company understands them and the problems they are dealing with.

That doesn’t guarantee the second business wins. Price, fit, timing and plenty of other factors will play a part. But one company has given that person far more to base a decision on.

The same applies to outreach. A message from a completely unfamiliar business starts from zero. If the recipient already recognises the name or has encountered some of its thinking before, the conversation begins with a little more context. Which makes cold a little less cold.

Trust matters to referrals too. Recommending someone carries a degree of personal risk because you are putting your own judgement behind that introduction. Knowing how a business works, what its people know and what they stand for can make somebody far more comfortable putting their name forward.

Seen in that context, trust isn’t a vague or fluffy brand benefit that is completely unaligned from commercial activity. Quite the opposite, in fact, as it influences whether people feel confident enough to take the next step.

Customers aren’t the only people making those decisions

A lead-generation view of content also tends to assume that the audience we care about is made up almost entirely of potential customers. Which, in our view, is a big mistake.

Decades in business have shown me that they depend on far more relationships than that.

A potential employee may look at the people leading a company before deciding whether they can imagine working there. Yes, the job description can explain the role, but it’s the way leaders communicate that can reveal something about how the organisation thinks and what matters to it.

Investors and funders have numbers, forecasts and presentations to assess, but they are also forming a view of the experience and credibility of the people behind those numbers.

Partners and suppliers are deciding whether they want their reputation connected with yours. Journalists and event organisers are deciding who has something credible to contribute.

Existing clients are part of the audience too. Content can remind them of the expertise available to them, expose them to parts of the business they haven’t worked with yet, or simply reinforce why they chose you in the first place.

None of those outcomes necessarily creates a neat conversion that can be attributed to a particular post, but they can all create real value.

People need something to judge the business by

This becomes particularly important for startups and SMEs, where there is often little distance between the reputation of the company and the reputation of the people leading it.

A smaller business usually has fewer ways to shine that people can rely on. No TV appearances here. It may not have decades of brand recognition or a huge body of public proof. The thinking and experience of its founders and leaders therefore carries a significant amount of weight.

People want a sense of who they are dealing with. Do they understand their subject? Have they thought properly about the issues their customers face? How do they approach difficult decisions? What have they learned from doing the work? Does what they say seem consistent with what the company claims to value?

If that thinking, experience and point of view are largely invisible, people have less to go on.

This is where leadership visibility becomes valuable, without requiring every founder or CEO to turn themselves into a “personal brand” or spend half their week creating content.

You just need enough visibility for people to understand them.

That might come from an observation drawn from a customer conversation, an explanation of why the company approaches something in a particular way, a lesson learned through experience or a considered view on something changing in the industry.

The source matters. Publishing more often doesn’t automatically create trust.

Customer conversations, leadership thinking, reports, research, lessons from the work and genuine expertise give people something substantial to go on.

Over time, that body of content can tell somebody far more about a business than a polished About page ever could.

Content needs more than one job

None of this makes lead generation unimportant. Businesses need customers, and content should contribute to commercial goals. We are no different in that.

But it does mean we need a broader idea of what that contribution looks like.

Some content can help a potential customer understand the problem you solve. Some can show how you think about it. Some can strengthen confidence among existing clients or give a potential employee a clearer view of the organisation. Some can make the business easier to remember and easier to recommend.

That absolutely changes the question we ask when deciding whether a piece of content has worked.

Rather than expecting everything to produce an enquiry, we can ask what it was meant to achieve and whether it gave the right audience something that helped them understand or trust the business.

The eventual lead may be the part we can see and record in the CRM. What happened before it is often much less visible: repeated encounters, growing familiarity, a recommendation, somebody reading an article before a meeting or a prospect deciding that the people behind the company seem to know what they’re doing.

And sometimes there won’t be a lead at all. There will be a returning client, a strong candidate, an introduction, a partnership or an opportunity you never knew started with somebody reading your content.

If lead generation is the only value we look for, we miss a large part of what good content can do.

Does Personal Branding Have a Branding Problem?

Why do so many business leaders understand the value of visibility, but still feel uncomfortable with what personal branding has come to represent?

If you spend enough time talking to founders, business owners and senior leaders, the advice you’ll hear they are always given becomes very familiar.

Be more visible. Share what you know. Put yourself out there. Build your personal brand.

There’s nothing particularly controversial about that advice. In fact, not at all. We advise exactly the same thing.

Long before someone contacts a business, there’s a good chance they’ve already done some research. They may have visited the website, looked at LinkedIn, read a few posts and tried to get a sense of the people behind the company.

They’re often trying to answer fairly simple questions. Does this person understand the challenge I’m facing? Do they seem credible? Do I feel confident enough to start a conversation with them?

Most experienced leaders already understand that. They know visibility can help build trust, strengthen relationships and give prospective clients greater confidence in the people behind the business.

Yet mention the words personal branding and something often changes.

The resistance isn’t usually to visibility itself. It’s to everything people have come to associate with the phrase. Perhaps then, personal branding has a branding problem of its own.

When personal branding starts to feel like performance

For many leaders, personal branding no longer sounds like simply sharing what you know. It sounds like performing it.

There’s a particular version of personal branding that has become very visible online: carefully curated stories, polished photographs, opinions on every new trend and a sense that almost every meeting, success, challenge or lesson should somehow become content.

For some, even the phrase itself can feel a little bit icky.

Whether that perception represents personal branding at its best isn’t really the point. If that’s what someone believes they’re signing up for, it’s understandable that they’d rather spend their time running the business.

And running a business already takes plenty of it. Clients need attention, teams need support, decisions need making and there’s always something else competing for headspace. Adding “become a content creator” to the list can quickly make visibility feel like another obligation rather than an opportunity.

The irony is that many of the leaders least comfortable with the idea of personal branding are also the people with the most experience worth sharing.

They’ve spent years solving difficult problems, building relationships, developing judgement and earning trust through the quality of their work. Their reputation was built through what they did, not through how often they appeared online.

Somewhere along the way, though, visibility became tangled up with performance.

Instead of feeling like an opportunity to share expertise, it began to feel like an expectation to become a different version of yourself.

Those are two very different things.

A lack of ideas is rarely the real problem

There’s another assumption worth challenging: that leaders who don’t post very often simply don’t know what to say.

That’s rarely what we see.

Listen to an experienced founder talking through a client problem, explaining a difficult decision or helping someone in their team and there’s usually no shortage of ideas.

Some stories reveal how they think. Examples that show what experience has taught them. Opinions formed through years of doing the work rather than reacting to whatever happens to be getting attention on LinkedIn.

The raw material is already there.

It just doesn’t usually appear while someone is sitting in front of a blank document trying to “create content”.

It appears in conversations.

That’s why someone can explain something brilliantly to a client in the morning and then say later that day that they have absolutely no idea what they could possibly post about.

It sounds contradictory, but it makes complete sense.

Talking and writing ask different things of us. Many people think more naturally when another person is asking questions, challenging an idea or giving them something specific to respond to. Put the same person in front of a blinking cursor and suddenly those ideas can feel much harder to access.

What looks like a shortage of ideas is often a shortage of time, structure and headspace.

Expertise isn’t the uncomfortable part

Most business leaders are perfectly happy to talk about what they know when there’s a reason for doing it. They can explain a problem to a client, share a lesson with a colleague or talk through why one approach might work better than another.

Where things often become uncomfortable is when sharing expertise begins to feel like promoting themselves.

Harvard Business School has described this tension as the “braggart’s dilemma”: the challenge of making your abilities visible without feeling as though you’re boasting. It’s something many experienced professionals recognise immediately. They know they have knowledge worth sharing, but they don’t want to sound boastful, over-rehearsed or insincere in the process.

That’s why telling someone to “post more consistently” can miss the point.

Consistency may not be the real barrier.

If the only version of visibility someone can picture feels performative or unnatural, deciding not to take part can feel entirely reasonable.

Trust is often formed before the first conversation

None of this changes the fact that buying behaviour has shifted.

Recommendations, reputation and good work still matter enormously. So does having a strong website and a credible business presence.

But increasingly, people want some reassurance before they make contact. They want to know who is behind the organisation, how that person approaches problems and whether there’s evidence of the experience they claim to have.

The Edelman Trust Barometer has repeatedly highlighted the importance of credible human voices in building trust. People don’t only evaluate organisations; they pay attention to the people who represent them.

That doesn’t mean every leader needs to become an influencer, document their personal life or post every day. It simply means people like to know who they’re dealing with.

There’s an important distinction here.

Attention is about reaching as many people as possible. Visibility is about helping the right people understand you. Those aren’t the same objective.

Most businesses don’t need broader attention. They need clearer understanding.

The best content is usually hiding in plain sight

One of the reasons we talk so much about conversations at Colour Me Social is because we’ve seen where the strongest content actually comes from.

It isn’t usually the hour someone sets aside to “create content”.

It’s the explanation they find themselves repeating during every sales meeting. The customer question that comes up again and again. The story they tell when they’re helping a colleague understand why something matters. The opinion they share during a strategy session that makes everyone around the table stop and think.

Those moments already contain experience, judgement and personality. They’re already demonstrating credibility.

The challenge is recognising that they’re happening and capturing them before they disappear back into the working day.

That’s very different from manufacturing a personal brand. It’s making better use of the thinking that’s already there. We often say that the best leadership content rarely starts with a blank document. It starts with a conversation. Not because conversations are somehow magical, but because that’s where people naturally reveal how they think. Their language becomes more relaxed. Their stories become more specific. Their personality appears without trying.

That’s much harder to manufacture, and much easier to trust.

It’s also what generic AI content often lacks. AI can help organise, shape and repurpose ideas, but without the leader’s own thinking, language and experience underneath it, polished words can still feel strangely interchangeable.

Perhaps we need a different conversation

Maybe the problem isn’t personal branding itself. Maybe it’s the expectations we’ve attached to it.

If becoming visible feels like becoming someone else, it’s understandable that many experienced leaders would rather opt out altogether. But visibility doesn’t have to involve constant posting, carefully constructed authenticity or becoming a full-time content creator. It can be much simpler than that.

Helping the right people understand how you think before they meet you. Making your experience easier to discover. Allowing some of the conversations you already have every day to work a little harder for your business.

For many leaders, that feels like a far more realistic ambition than “building a personal brand”.

The expertise was never missing. Neither were the ideas. What is often missing is a process for capturing that thinking and turning it into something that can be shared without losing the person behind it.

That’s the thinking behind Leader Brand.

Rather than asking busy leaders to become content creators, we start with a conversation and turn their existing thinking into content that still sounds recognisably like them.

One hour. One conversation. A month of content.

Trust Is How Inclusive Cultures Are Built

Visible leadership is the cornerstone…

Colour Me Social is a proudly inclusive marketing collective.

That isn’t a description we bring out for a particular month, campaign or audience. It reflects the kind of business we want to be, the people we want to work with and what we believe about strong organisations.

But being proudly inclusive has to mean more than saying the right things.

It has to shape whose ideas are heard, whose experiences are valued, how decisions are explained and whether people feel able to contribute without first calculating how much of themselves it is safe to reveal.

That is where inclusion becomes a business issue.

A business can recruit people from different backgrounds, publish commitments, introduce policies and run awareness programmes.

Those actions can all play a part.

But they don’t automatically create an inclusive culture.

Inclusion is what people experience after the statement has been published and the campaign has ended. It is visible in meetings, decisions, opportunities, everyday conversations and the behaviour leaders are prepared to model.

At the centre of that experience is trust.

Diversity brings potential. Inclusion determines whether it is realised.

There is a strong case for bringing together people who don’t all think, work or experience the world in the same way.

Different perspectives can expose assumptions that might otherwise go unchallenged. They can help businesses understand a broader range of customers, recognise risks earlier and approach problems from more than one direction.

There is also evidence of an association between diverse leadership and financial performance.

McKinsey’s 2023 Diversity Matters Even More research examined 1,265 companies across 23 countries. It found that companies in the top quartile for gender diversity on executive teams were 39% more likely to financially outperform those in the bottom quartile. The same increased likelihood was found when comparing the top and bottom quartiles for ethnic diversity on executive teams.[1]

That is an association, not proof that representation alone causes stronger performance. A diverse team cannot compensate for a weak product, poor leadership or an unsustainable business model.

But it reinforces an important point: diverse leadership and commercial performance are not competing priorities.

Representation, however, is only the beginning.

The presence of different perspectives doesn’t guarantee that those perspectives will influence the organisation.

Someone may have an important concern but decide it is safer not to raise it. A colleague may spot a weakness in a plan but assume challenge will be treated as negativity. A person with relevant lived experience may be invited into the room but find that the real decisions have already been made elsewhere.

The knowledge, perspective and opportunity all exist. But without inclusion, the business may never benefit from it.

Diversity affects who is present.

Inclusion affects who can participate, who is listened to and what happens as a result.

Representation at the top still matters

Despite years of discussion about diverse leadership, representation remains uneven.

Deloitte’s 2024 Women in the Boardroom research covered more than 18,000 companies across 50 countries and geographies. It found that women held 23.3% of board seats globally. At the rate of change recorded, Deloitte estimated that gender parity in boardrooms would not be reached before 2038.[2]

Gender is only one part of diversity, and global figures cannot describe every organisation or individual experience. But the numbers show why businesses cannot assume that inclusion will develop naturally with time.

Who reaches senior positions matters.

Leadership teams influence priorities, investment, recruitment, recognition and the assumptions that shape decisions. They also affect who can imagine themselves progressing through an organisation.

Representation creates visible possibility. Inclusion determines whether people are able to turn that possibility into influence.

Trust makes participation possible

People contribute more fully when they trust the environment they are working in.

They need to believe that asking a difficult question won’t damage their standing. That admitting uncertainty won’t automatically be mistaken for incompetence. That challenging an idea won’t be treated as challenging someone’s authority.

This isn’t about creating a workplace without disagreement or discomfort.

Inclusive cultures still contain tension. People will have competing priorities, different interpretations and strongly held opinions. Difficult decisions will still need to be made.

The difference is that challenge can take place without people feeling they must protect themselves first.

The CIPD’s 2024 evidence review of trust and psychological safety found that psychological safety is linked to outcomes including people sharing information, speaking up and contributing ideas. It also identified a relationship between a positive inclusion climate and people feeling safer to take appropriate interpersonal risks.[3]

In a trusted environment, disagreement can improve an idea rather than end a relationship. People can say, “I think we may have missed something,” and expect the concern to be considered fairly.

That gives a business access to more of the knowledge already inside it.

It also creates a workplace in which people are more able to participate as themselves rather than continually editing their contribution to fit what they think the organisation will accept.

Leaders show people what inclusion means here

Policies matter, but people often take their clearest cultural signals from leadership.

They notice who is invited into important conversations.

They see whose work is recognised and whose is overlooked.

They remember how a leader reacts when someone disagrees with them.

They pay attention to whether difficult subjects are addressed directly or avoided until they disappear from view.

They also notice whether the public language of inclusion is reflected in ordinary business behaviour.

This is where visible leadership matters.

Not visibility as performance. Not a constant stream of polished statements. And not the expectation that every senior leader should turn themselves into an online personality.

Leadership visibility is about helping people understand how a leader thinks, what they value and what those values look like in practice.

A leader who talks about learning but punishes honest mistakes sends one message.

A leader who celebrates diversity publicly but repeatedly listens to the same small group sends another.

A leader who explains a difficult decision, acknowledges its impact and remains open to challenge gives people something different: a clearer basis on which to decide whether the organisation can be trusted.

People are not judging perfection.

They are judging consistency.

The external message and internal experience must match

An organisation communicates its culture long before someone becomes an employee or customer.

People read its website. They see who represents it publicly. They notice the stories it shares, the subjects its leaders discuss and the people whose achievements are celebrated.

That public communication creates expectations.

The internal experience then either reinforces or contradicts them.

A business may describe itself as inclusive, but people will form their real judgement through what happens when a concern is raised, an adjustment is requested or an established way of working is challenged.

This is why proudly inclusive cannot be treated as a marketing moment.

It is a commitment to making the message and the behaviour match.

That doesn’t require an organisation to have solved every problem or found perfect language for every situation. It does require willingness, honesty and a readiness to continue the work when there is no campaign attached to it.

The businesses that earn trust are not necessarily those that claim to have every answer.

They are often the ones prepared to explain what they believe, acknowledge where they are learning and demonstrate that their values influence real choices.

Inclusion strengthens the whole business

Inclusive culture is sometimes confined to conversations about HR, recruitment or employee engagement.

Its influence is much wider.

When people can contribute fully, a business has access to more of the knowledge, experience and judgement already inside it. Teams can identify weak assumptions earlier. Leaders receive information they may not otherwise hear. Products, services and communication can be shaped by a broader understanding of the people they are intended to serve.

Inclusion can also affect how well a business adapts.

When only a narrow group feels able to challenge established thinking, blind spots can survive for longer. When people know their contribution will be considered seriously, organisations have a better chance of recognising change and responding to it.

It affects reputation too.

Employees, candidates, customers and partners are all looking for evidence that a business behaves in a way they can trust. They are unlikely to base that judgement on a values page alone.

They look for consistency between what the organisation says, what its leaders make visible and what people experience when they interact with it.

That consistency can strengthen relationships inside and outside the business.

Its absence can weaken them remarkably quickly.

Visibility should create understanding, not simply attention

At Colour Me Social, we help leaders and businesses turn their ideas, expertise and experiences into content that builds visibility and trust.

Our work on leadership visibility isn’t about presenting leaders as flawless or manufacturing a polished personal brand.

It is about helping people understand the human thinking behind a business.

That might mean a leader explaining why a decision was made, sharing what they have learned, acknowledging a difficult issue or discussing the principles that shape how they work.

Often, the strongest material already exists in conversations, meetings and everyday experience. The barrier isn’t a lack of something to say. It is finding the time and structure to capture it properly.

Through Leader Brand, one guided monthly conversation can become a connected month of content across the channels that matter.

But the content isn’t the starting point.

The leader’s actual thinking is.

That distinction matters, particularly when communicating values such as inclusion. Generic statements are easy to produce. Credible communication must be grounded in what a leader believes, notices, questions and is prepared to stand behind.

Leaders don’t need to share every opinion or narrate every decision. They need to be visible enough for people to understand the judgement, values and experience behind the organisation.

Proudly inclusive means making it part of the work

For us, inclusion is not separate from marketing, leadership or business performance.

It influences who feels represented by communication. Whose expertise becomes visible. Whether different voices are treated as a genuine source of insight. And whether the story a business tells publicly reflects how it behaves when nobody is writing a campaign about it.

There is a moral case for inclusion because people deserve dignity, respect and the opportunity to participate fully.

There is also a business case. Inclusive cultures give organisations a better chance of hearing what they need to hear, drawing on the abilities of their people and building relationships founded on trust.

The commercial evidence supports that principle. It doesn’t replace it.

Our belief can be expressed through a simple chain:

Visible leadership builds trust.

Trust creates inclusive cultures.

Inclusive cultures build better businesses.

The strength of that chain depends on what happens between the words.

Leaders must be visible in ways that help people understand them.

Trust must be supported by consistent behaviour.

And inclusion must be experienced, not merely announced.

That is what being proudly inclusive means to us.

References

1. McKinsey & Company, Diversity Matters Even More: The Case for Holistic Impact, 2023.
Read the research

2. Deloitte, Women in the Boardroom: A Global Perspective, eighth edition, 2024.
Read the report overview

3. Chartered Institute of Personnel and Development, Trust and Psychological Safety: An Evidence Review, 2024.
Read the evidence review

An Easy Way to Create Leadership Visibility Without AI slop

As a founder, business owner and senior leader, we’re pretty sure you have no shortage of ideas.

You have opinions shaped by experience, stories from working with customers, lessons learned through difficult decisions and an understanding of your industry that cannot be found in a generic content prompt.

You probably also recognise that leadership visibility online matters.

People increasingly want to hear from the individuals behind a business, not only through carefully managed company updates. They want to understand who is leading the organisation, what they believe and how they approach the issues that matter.

The difficulty is rarely having something worthwhile to say. It is finding the time, space and energy to turn that thinking into content.

The expertise is there. The time often is not

A leader may fully intend to write a LinkedIn post, contribute to an article or send some thoughts to the marketing team.

Then the week begins.

Customers need attention. Teams need direction. Problems arise. Meetings expand. Decisions cannot wait.

The draft remains unfinished. The note saved on a phone never becomes a post. A request from marketing sits in the inbox because even a seemingly simple contribution requires more headspace than is available.

As a result, a great deal of valuable thinking remains inside the business. This creates a frustrating gap. The leader knows visibility matters. The marketing team knows their insight would strengthen the company’s content. The audience would benefit from hearing it.

But the process being used to capture it does not fit around the realities of leadership.

Being visible is not the same as becoming an influencer

Leadership visibility can sometimes feel more demanding than it needs to be.

It does not require sharing every detail of your life, posting several times a week or creating a highly polished online personality. At its most valuable, visibility simply helps people understand how you think. Prospective customers, partners, employees, investors and others within your network are forming an impression of both the organisation and the people behind it.

They may be asking:

  • What experience do you bring?
  • How do you approach difficult decisions?
  • What have you learned from doing the work?
  • Which industry assumptions do you agree with, and which do you challenge?
  • What matters to you?
  • Are you someone they could trust?

Research from Edelman and LinkedIn found that 73% of B2B decision-makers considered an organisation’s thought leadership a more trustworthy way to assess its capabilities than its conventional marketing materials and product sheets.

Three-quarters also said that a piece of thought leadership had prompted them to research a product or service they had not previously considered.

That does not mean every leader needs to make bold predictions or attach the label “thought leader” to their profile, but it does demonstrate the value of sharing informed perspectives before somebody is ready to buy, recommend, apply, partner or begin a conversation.

Why asking leaders to “write something” often fails

The blank page creates more work than it appears to.

Sitting down to write a post means deciding on a topic, finding an angle, choosing an opening, working out how much context to include and judging whether the finished piece sounds worth reading.

That is a lot of decision-making for something that may only take a minute to consume.

There is often a layer of discomfort as well.

Many leaders do not want to sound self-important or overly promotional. They do not want to post simply for the sake of being seen. Nor do they want their name attached to generic content that could have come from almost anyone.

They may also be wary of handing everything over to AI. Yes, AI can produce grammatically correct, polished copy in seconds, but much of it follows the same patterns, uses the same phrases and makes the same broad observations.

It looks like content, but it does not contain much authentic, human thinking.

For marketing teams, this creates a different version of the same challenge. They know that leadership perspectives would add personality, credibility and depth to the wider marketing activity. They may already have ideas for articles, campaigns and social posts.

What they do not have is a reliable way of getting regular input from people whose time is already stretched.

The problem is not a lack of expertise. The problem is the method being used to draw it out.

Start with a conversation, not a content request

Most people communicate their ideas more naturally when they are speaking.

A well-timed question can uncover much more than a request to write 500 words.

An example comes to mind. A strong opinion begins to take shape. A customer question reveals a wider issue. A lesson that seemed ordinary becomes valuable once it is explained.

The language is usually more natural too, because the person is focused on the idea rather than trying to sound like a writer.

This is the principle behind Leader Brand.

Rather than asking a leader to begin with an empty document, the process starts with one guided conversation each month.

It is recorded, focused and relaxed.

There is no need for weekly writing sessions, repeated requests for commentary or hours of preparation. The conversation explores the subjects the leader already understands, including:

  • Changes within their market
  • Recurring customer questions
  • Problems the business is helping to solve
  • Lessons gained through experience
  • Industry developments
  • Strongly held perspectives
  • Stories that illustrate how the organisation works

From there, the strongest ideas can be identified, developed and turned into a connected body of content.

One hour of conversation provides the raw material for a month of leadership visibility.

One strong idea should not be used only once

A good conversation can become far more than a collection of LinkedIn posts. It might provide the basis for an article, newsletter, company update, short video, website insight, podcast discussion, campaign theme or webinar topic.

Not every business needs every format.

The point is to make the original thinking work harder.

Instead of sharing an idea once and returning immediately to an empty content calendar, the same perspective can be explored in different ways, for different audiences and across the channels that matter.

This also creates more direction.

Rather than commenting on a random collection of subjects, leaders can become associated with a smaller number of relevant themes.

Over time, people begin to understand what they know, where their experience lies and which issues they care about. That familiarity helps visibility become trust and credibility.

The benefit is not simply having posts ready

Saving time is an obvious advantage.

One focused hour can replace several fragmented attempts to write, plan and contribute content throughout the month.

But the value extends much further.

  • Leaders remain visible when work becomes particularly busy.
  • Marketing teams gain a regular source of genuine insight rather than depending entirely on corporate messaging.
  • Personal and company content can support one another more effectively.
  • Ideas can be developed across multiple formats without losing their original meaning.
  • Most importantly, the finished content continues to sound like the person whose name appears on it.

It begins with their experience, stories, opinions and natural language.

The process is not designed to manufacture a personality or invent a point of view. It is designed to make the thinking already present within the business easier to see.

Human thinking must come before content production

AI has reduced the time required to produce content.

It has not reduced the need for that content to be worth reading.

LinkedIn and other platforms are increasingly filled with posts that are polished but interchangeable. They use familiar structures, predictable openings and confident-sounding language without offering much substance.

This is what people often mean when they talk about AI slop: content created at scale without enough original thought behind it.

Leader Brand approaches the process differently.

AI may be used to support editing, organisation or repurposing, but it is not asked to invent the expertise.

The leader remains the source.

Their knowledge.

Their experiences.

Their stories.

Their language.

Their point of view.

The conversation comes first. The content comes second.

Because audiences do not need more posts created to fill a schedule; they need ideas that help them understand a problem, make a decision, learn from experience or view an issue from a different perspective.

Most leaders already have those ideas. They simply need a process that allows them to share them without adding another substantial task to their week.

One hour. One conversation. A month of credible leadership content.

A human-led way to turn the expertise already inside a leader’s head and business into consistent, trust-building, credible leadership visibility.

Your Business Is Full of Expertise. Why Is So Little of It Visible?

There’s a familiar moment in many businesses that you may recognise.

Someone from marketing asks a founder, CEO or senior leader whether they could write a post about a particular subject. The leader agrees in principle, because they know visibility matters. Then the request sits in their inbox for a week, perhaps two, because there’s always something more immediate to deal with.

Eventually, a draft appears that’s either far more cautious than the person sounds in real life, or so polished that it could have been written by almost anyone.

That’s not because the leader has nothing worth saying.

More often than not, it’s because the blank page is the wrong place to start.

Most leaders are already expressing valuable ideas every day. They do it in client conversations, team meetings, sales calls, presentations, industry events, proposals and the decisions they make when there is no obvious answer. They explain why something matters, what they are seeing in the market, where clients tend to get stuck and what they have learned through experience.

The problem isn’t a shortage of leadership insight.

It’s that much of that insight never travels beyond the conversation in which it first appeared.

That distinction is really important because businesses often treat leader-led content as a production challenge. They assume the answer is to ask senior people to post more frequently, provide them with a calendar or encourage them to become more active on LinkedIn.

But that can put the emphasis in the wrong place.

The question isn’t: how do we persuade leaders to become content creators?

The better question is: how do we capture the thinking they are already sharing and turn it into material that helps people understand the business more clearly?

The Social C-Suite report, Your Voice Matters, is helpful here because it explores a shift many leaders are already feeling. People increasingly encounter leadership publicly before they ever enter a formal conversation. They may look at profiles, read articles, see event clips, come across comments or search for a name before deciding whether a business, partnership or opportunity feels worth exploring.

That doesn’t mean every leader needs to become highly visible or turn themselves into a personal brand project. It means that a leader’s public voice, where it exists, has become part of how people form an impression of the business.

Our article on leadership credibility already makes that wider case: people want to understand the humans, experience and values behind a business. This article is about what happens next.

Because knowing leadership visibility matters is one thing. Finding a way to make it realistic is another.

The strongest raw material is often hiding in ordinary working life.

It may be a client conversation where a leader explains a complex issue in a way that instantly makes sense. It may be a recurring question that the sales team has answered dozens of times but never shaped into public content. It may be an event discussion that reveals a useful perspective on what is changing in the market. It may be a project debrief where someone articulates a lesson that would help prospects understand the care, judgement or expertise behind the work.

These are not manufactured moments. They are the moments in which leadership is already happening.

The role of content should be to notice them, capture them and give them the right shape.

That’s very different from inventing a persona for LinkedIn or putting generic words into someone’s mouth. It begins with what the person genuinely knows, believes and has experienced. It should retain their language where possible, reflect the nuance of their thinking and avoid turning every observation into a grand declaration.

Sometimes, that may mean one focused conversation a month.

A well-run discussion with a founder or senior leader can surface far more than a single post. It may reveal a central theme, several supporting points, client questions, real examples, stories, opinions and insights that can be developed into an article, a post series, an email, a website update or a future webinar theme.

That’s not because the content is being stretched too far. It’s because a thoughtful conversation usually contains more than one format can hold.

This is also where our Hidden Cost of One-Use Content and our friends at Social C-Suite reports meet. One looks at the value businesses leave behind when they only use content once. The other considers the importance of leadership voice in building trust. Together, they point to a missed opportunity that is especially relevant for SMEs: leadership thinking is often among the most distinctive material a business has, but it’s frequently left in meetings, calls and internal documents rather than being shaped into something people outside the business can encounter.

For marketing teams, a better capture process can reduce the pressure to chase leaders for last-minute ideas. Instead of starting with, “What should we post this week?”, they can build a rhythm around conversations that are already happening.

For leaders, it removes the expectation that they must suddenly become writers, social-media specialists or polished public commentators. Their role is to bring the perspective only they can bring. The work of shaping, editing and connecting that insight to the wider content plan can sit elsewhere.

For the business, it creates something more valuable than a busier social feed. It creates a public presence that is more recognisable, more grounded in real experience and more reflective of the people actually leading the work.

The question worth asking isn’t whether your leaders have enough to say.

It’s whether the business has a good enough system for hearing it.

The Answer to Rainbow-Washing Isn’t Silence in Pride Month

There was a really interesting observation and subsequent conversation at a recent OutBritain online networking event that also tracked what we have been noticing: that there appears to be less outward support across LinkedIn and other social channels by businesses towards Pride Month this year.

And the questions that kept coming up were:

Do you think it’s because of a worry that businesses will look like they are just doing it as a marketing tick-box exercise?

Or is it that allyship is reducing?

Or simply a fear of “getting it wrong”?

Any one of those is a huge concern, to be honest.

Most people would agree that Pride Month should never be treated as a have-to-do, marketing thing.

But we also don’t want businesses, organisations and allies who genuinely care to hide away because they are worried their support will not be “perfect”.

There’s a big difference between a business using Pride Month as a convenient content moment or performative inclusion and a business trying, carefully and sincerely, to show support.

And there’s also a big difference between choosing not to make a hollow gesture and quietly disappearing from the conversation altogether. That’s the balance businesses are having to navigate.

And it’s not always an easy one.

Pride has become a more sensitive communication moment

Businesses and their leaders are facing a question that is both simple and surprisingly complicated.

Do we say something for Pride Month?

For some, the answer is immediate. Yes, of course. Change the logo. Share the post. Celebrate the team. Support the community. Make the message visible.

For others, there’s hesitation.

Not because they don’t care, or because they don’t support the LGBTQIA+ community.

But because Pride Month has become a more sensitive communication moment than it used to be.

There’s the worry of looking performative, saying the wrong thing, being accused of rainbow-washing, or turning something deeply personal, political and human into a piece of content.

And increasingly, we think there is another worry sitting underneath it all.

The worry of showing support publicly and getting it wrong.

We have a lot of sympathy for businesses here.

Many small businesses, founders, marketing teams and organisations are not trying to exploit Pride Month. They are trying to navigate something that feels important, emotional and public, often without a huge communications team or inclusion strategy behind them.

They may care deeply but not know the right language to use.

They may want to support but feel nervous about what to say.

They may worry that if they say something, someone will ask what else they are doing.

But maybe that question isn’t something to fear.

Maybe it’s the point.

If someone asks what you do beyond Pride Month, that does not have to be a threat. It can be a useful prompt. It can help you look at your business more honestly. It can help you move from message to behaviour.

Because allyship doesn’t require perfection. It requires willingness.

A willingness to listen, learn, be consistent and keep going after the June calendar moment has passed.

That’s where trust then begins. Not in getting every word perfect. But in showing that your support is genuine enough to keep working at it.

Allyship matters

There’s a danger, when we talk about rainbow-washing, that businesses hear only the warning and not the invitation.

Don’t be performative.

Don’t make it tokenistic.

Don’t just post and disappear.

But we also need to say this clearly: allyship still really matters. Visible support still really matters.

For the LGBTQIA+ community, especially those who may not feel safe, seen or fully accepted in every part of their life, a message of support can mean more than some businesses realise.

It says: You are welcome here.

It says: We have thought about this.

It says: You don’t have to leave part of yourself at the door.

Of course, a post can’t do all the work. A rainbow logo cannot create culture on its own. A Pride campaign cannot replace policy, safety, representation or everyday respect.

But visibility still has immense value.

And when businesses quietly withdraw from public support, even with good intentions, that absence can be felt. A lot.

Meaningful support doesn’t have to be huge

One of the reasons businesses get stuck is that sometimes they think Pride support has to look “big”.

A campaign. A launch. A major statement. A full content plan. A polished video. A bold brand moment.

It can be those things. But it really doesn’t have to be.

For many businesses, especially smaller ones, meaningful support might look much more grounded.

You could share why Pride matters to you as a business. You could highlight LGBTQIA+ voices, creators, suppliers, employees or community organisations (with care and their consent, of course!). You might choose to donate to or fundraise for a relevant charity, review your policies, look again at your language, or check whether your hiring processes and employee and client experience are as inclusive as you intend them to be.

It might also mean looking at the process parts of your business. Your website. Your forms. Your onboarding. Your internal communications. The places where people can be included properly or unintentionally excluded.

And sometimes, meaningful support starts with some simple honesty.

“We know we are still learning, but our support is genuine.”

That kind of message, when backed up by action, is often far more credible than a perfect-sounding post that disappears on 1 July.

The better question is what sits behind the logo

Changing your logo for Pride Month is not automatically wrong.

Sharing a supportive post is not automatically performative.

Using rainbow colours is not automatically meaningless.

The problem isn’t the visible gesture itself.

The problem is when the visible gesture is all there is.

So, the better question is not only “Should we change the logo?”

It’s: What sits behind it?

If you post about allyship, can your employees, clients, partners and community recognise that in their experience of you?

If you say everyone is welcome, have you thought about what welcome actually feels like?

That’s where businesses need to spend more time.

Because Pride Month is not only about what you say publicly. It’s about whether the public message matches the private reality.

And if it doesn’t yet match perfectly, that’s not a reason to say nothing.

It means you should be honest about where you are and committed to doing better.

People don’t need businesses to pretend they have everything sorted.

But they do need businesses to mean what they say.

Support has to live beyond June

If Pride Month is the only time a business talks about LGBTQIA+ inclusion, people will notice.

We’re not saying you need to talk about Pride every week or that every business must become an inclusion commentator. And it doesn’t mean forcing identity into every message.

It means inclusion should be visible in the way the business works.

We’re talking about year-round support that feels achievable, practical and real.

From the suppliers you choose to the people you platform.

In how you respond to discrimination and whether your team feels safe raising concerns.

The language you use without making a performance of it.

It also means asking whether LGBTQIA+ people are only represented during Pride Month, or whether they are part of the everyday story of your business, your sector and your community.

And sometimes, it can show up in content too.

Because communication is part of culture. What you say, share and choose to make visible tells people what you value.

The answer to rainbow-washing isn’t silence

Support doesn’t have to come from a place of perfection.

A business can care deeply and still be learning. It can support Pride while improving its policies, language and internal culture. It can ask for help, be honest about where it is, and make that support visible without pretending everything is already sorted.

That’s very different from using Pride Month as a marketing exercise.

A tick-box post says, “We have said the thing.”

Meaningful allyship says, “This matters to us, and we know our actions need to reflect it.”

And people can usually feel the difference.

That’s why silence isn’t always neutral.

There will be businesses that decide not to post about Pride Month, and that’s absolutely their choice. No judgement from us!

Sometimes support is happening internally. Sometimes there are conversations, donations, policy reviews or team moments that are not immediately visible online.

But we should also be careful with the idea that saying nothing is always the safer option.

Watching visible support appear to shrink, especially in a climate where inclusion feels increasingly contested, silence can feel like a message too.

That doesn’t mean businesses should post out of a feeling of obligation or guilt.

But it does mean businesses should think carefully before stepping back from visible support simply because the conversation has become more difficult.

Pride Month shouldn’t become a seasonal costume or a moment where businesses appear for the rainbow and disappear for the reality. Or a place where fear of criticism becomes an excuse for doing nothing.

Support just needs to be honest enough, consistent enough and human enough for people to trust that you mean it.

In June.

And in every other month too.

Why Proudly Inclusive Should Never Be a Marketing Moment

A reflection on Pride Month, visibility, trust and how to show up as a business.

Every June, visibility becomes part of the business conversation.

Rainbows take over logos. Supporting statements are shared. Social feeds fill up with words like inclusion, belonging, allyship and pride. Some of it feels genuine. Some of it feels well-meaning. But if we are honest, some of it feels like someone in marketing remembered the calendar and thought, “We should probably say something.”

And I get it.

Businesses want to show support. And many mean it. But Pride Month always makes me think about the difference between being visible for a short moment and being visible because it really means something.

Because visibility isn’t, and never should be, a marketing exercise. For some of us, visibility is deeply personal.

As an LGBTQIA+ business owner, I’ve thought a lot about what it means to be “seen”. Not in a polished, strategic, businessey way, but the more human version. The version that can feel empowering, exposing, liberating and occasionally exhausting, all at the same time.

Being visible can open doors. It can build connection. It can help other people feel less alone. It can also bring assumptions, judgement and the strange pressure to explain parts of yourself that other people are rarely asked to explain.

That’s why Pride Month is not a brand moment for me. It’s a reminder that visibility is wanted and very much needed.

And that has shaped how I think about the work we do at Colour Me Social.

Because so much of good communication isn’t about being noisy and ‘out there’, it’s about helping people be understood.

That’s true for businesses. It’s true for leaders. It’s especially true for people who have ever felt the gap between being seen and being recognised for who they really are.

But being seen is not the same as being understood

In business, we talk about visibility a lot.

Leaders need to be more visible.
Founders need to show up.
Brands need a stronger presence.
Businesses need to be more active online.

All of that is true. But visibility on its own is not the goal.

Being visible without being understood can feel hollow. Sometimes it can even feel risky. You can be seen and still be misread. You can be present and still feel reduced to one part of who you are. You can say the right thing and still not feel believed.

That matters far beyond Pride Month.

For many diverse leaders, founders and business owners, visibility carries a different kind of consideration. There may be questions that sit in the back and probably the front of their minds. How much is too much? How much of myself do I share? Will people take me seriously? Will I be judged? Will this become the only thing people remember about me? Will anyone care?

I’ve been there. And I probably still am.

And that’s why I think businesses need a more thoughtful conversation about visibility.

Not visibility for the sake of attention.
Not visibility that turns people into content.
Not visibility that asks individuals to perform so a business can look more human.

But visibility that builds trust. Visibility that helps people understand what you stand for, how you work, what you value and why they can believe you.

That’s where visibility has purpose.

Proudly inclusive is not a badge

We describe Colour Me Social as proudly inclusive.

That matters to me. But I’m also very aware of how easily words like that can look decorative if they’re not backed up by belief and action.

Proudly inclusive doesn’t mean making everything about identity. It doesn’t mean turning every conversation into a mission statement. It doesn’t mean asking to be chosen because of one part of who I am.

It means recognising that identity, lived experience and difference shape how people move through the world. They shape how people experience trust, safety, confidence, belonging and communication.

And yes, they shape how people experience businesses too.

People rarely experience your values through a fabulously well-written paragraph on your website.

They experience them through the way you speak, the assumptions you make, the stories you choose to tell, the people you encourage, the tone you use, the communities you celebrate and the way you behave when nobody has asked you to make a public statement.

That’s where inclusion becomes meaningful. Not in the badge, slogan, or seasonal post.

In the behaviour.

Inclusion is wider than Pride Month

Pride Month gives us a reason to talk about LGBTQIA+ visibility and that’s a really positive thing.

But inclusion cannot begin and end there.

It’s bigger than one month, one community or one campaign. It touches gender, race, disability, neurodivergence, class, age, faith, identity, sexuality, culture, lived experience and all of the differences people carry into rooms where they may or may not feel welcome.

And it’s where businesses sometimes get nervous. They worry about saying the wrong thing, doing too little, doing too much or being accused of being performative. So, they either over-polish the message until it says almost nothing, or they say nothing at all.

But I don’t think inclusion has to start with a grand statement.

Sometimes it starts with better awareness.

Who are we speaking to?
Who might feel missing from this story?
Does our content sound like it was written by and for real people?
Are our values visible when we are not actively talking about values?
Do people feel welcome before they ever become a client, partner, employee or collaborator?

Those questions aren’t just moral. They are business questions.

Because how you communicate tells people what kind of business you are.

Trust is built when the message and the behaviour match

One of the reasons Pride Month can feel uncomfortable in business is because people are very good at spotting the gap between what is said and what is lived.

A rainbow logo is not the problem.
A supportive post is not the problem.

The problem is when that’s the only visible evidence of inclusion.

People are not daft. They can feel when a message has been written to tick a box. They can also feel when something comes from a place of honesty, care, compassion and consistency.

That’s the bit I believe businesses sometimes underestimate.

Trust isn’t built by one beautiful campaign. Credibility isn’t built by one carefully worded statement. Human connection isn’t built by appearing once a year with the right language and then disappearing again.

Trust is built when people can see a clear line between what a business says, how it behaves and who is visible within it.

That’s why good communication matters so much.

The words you choose aren’t just words. They tell people who you understand, who you value and whether there are likeable people behind the business.

Choose wrongly, and they can alienate the very people you want to attract. Your stakeholders. All of them, from current employees to future employees, from customers to investors.

As a small business, you may not have huge campaigns, internal comms teams or glossy inclusion strategies. But you do have a voice. You do have a way of being yourself. You do have choices about the stories you tell and the words you use.

And those choices say a lot about you.

The business message behind the personal one

Of course, this is personal to me. But it’s not only personal.

I hope the message for businesses is coming through clearly.

The businesses people trust are rarely the ones that simply say the right thing at the right time. They are the ones who feel consistent. The ones where the public message and the private behaviour are clearly connected. The ones where the people behind the business are visible in a way that feels human, not manufactured.

Whether you are talking about Pride, leadership, brand, marketing, culture or client relationships, it matters.

People want to understand who they are buying from, working with, recommending, partnering with and trusting. They want to know what sits behind the polished words. They want to feel that there are real people, real values and real care behind the business.

That doesn’t mean every business needs to share everything. Or that every founder has to turn their life into content.

And it doesn’t mean personal stories should be pulled apart and repackaged as marketing material.

In fact, quite the opposite.

Human stories matter most when they feel genuinely delivered with care and understanding.

For me, this is where lived experience and business communication meet. Being seen is powerful. Being understood is better. And helping people communicate in a way that feels clear, credible and true is not just a marketing task. It is part of how trust is built.

So, what does proudly inclusive mean to us?

It means we care about people.
It means we notice language.
It means we think about who feels included and who might feel overlooked.
It means we believe visibility should help people be understood, not turned into a performance.
It means we know that trust is built through consistency, not one-off gestures.

And it means Pride Month is not a moment for us to suddenly become inclusive. It’s a moment to say something that should already be visible in how we work.

Proudly inclusive, for me, is not about making identity the whole story.

It’s about recognising that identity, visibility, trust and belonging all shape how people experience business.

Pride Month gives us a reason to say that out loud and proud.

But the rest of the year is where we show whether we mean it.