Whether or not you intend to, you have a personal brand. For many businesses, the face of the brand is the founder, owner or leader. It's important that there's a natural and logical association between your business and personal brand.
Your personal brand:
may be a big part of the reason why customers choose to buy products or services from your business
can add to the credibility of your business brand
is particularly relevant if you operate a business where you're directly involved with external stakeholders.
The same principles of a strong business brand also apply to a personal brand. You should also:
stay focused—show your passion about your area of expertise
tell the story—talk about your business heritage and vision
be yourself—let your character and personality shine through.