The Real Game of Attention in 2025 | RightNOW Keynote

Why Personal Brand Matters for Small Professional Firms

Personal branding isn’t reserved for celebrities or influencers; it’s a practical growth engine for small accounting firms, law practices, and local service businesses. In a discussion that moves between strategy and real-world examples, the conversation reframes content as a distribution problem, not just a production one. The key idea is simple: you can’t get hired if people don’t know you exist, and different types of content create different emotional reasons for prospects to say yes.

Letting Every Voice Represent Your Company

One of the most striking takeaways is that anyone on the team can add value to the company’s public face. An intern making a candid, humorous video could resonate with a particular prospect more than a polished corporate statement. That unpredictability is not a weakness; it’s an advantage. Employers who allow diverse content styles open multiple pathways for strangers to find, identify with, and ultimately hire them.

Content Distribution: From Social Media to Interest-Based Feeds

Platform algorithms have shifted from follower-based distribution to interest-driven surfaces. That means a short, authentic clip can reach people who share tastes, hobbies, or professional concerns—many of whom don’t follow your account. When combined with a properly set up business profile (phone number, email, website), even low-view videos can produce meaningful conversions.

Local Targeting and Small Ad Spend That Works

Practical tactics include running modest ad dollars against a high-performing organic clip to target a specific radius or demographic. Spending $50 to promote a post to a five-mile radius can generate phone calls and email leads for local businesses. When profiles contain clear contact details and concise service information, a single promoted post can turn into measurable new clients.

Make It Simple: One-Minute Content, Real Topics

Production doesn’t need to be elaborate. Short, one-minute videos recorded in simple settings—your car before work, a quick office clip, or a short answer to a common client question—work well. The most effective content talks directly to client pain points: simple, timely insights like recent tax code changes or missed deductions that would have saved clients money.

Diverse Creative Approaches Win More Clients

• Authentic personality-driven clips attract niche audiences.
• Technical, expertise-driven videos build trust with a targeted cohort.
• Hobby and lifestyle content can create unexpected affinity with prospects.

In short, treat content as both creative media and precision distribution. Equip profiles with clear contact information, empower multiple team members to post short videos, and use small, targeted promotional budgets when organic posts gain traction. The combination of authentic output and modern interest-based feeds creates scalable opportunities for local and national players alike. The end result is a pragmatic, repeatable approach to personal brand building that aligns attention with measurable business outcomes.