Most B2B founders wait too long to start building their personal brand—if they think about it at all. But those who get it right unlock a massive competitive edge. In this episode, Ognjen Bošković breaks down what founder branding actually is, why it works, and how to do it without falling into the typical LinkedIn traps.

About the Guest

Ognjen Bošković is the founder of Raven, a consultancy and community helping B2B founders build their brand and scale their business. He’s an expert in content strategy, positioning, and go-to-market execution, with deep experience in growth marketing.

Key Takeaways

✅ Founder brand ≠ personal brand. It’s a long-term strategy, not just a way to get LinkedIn likes.
✅ Most B2B companies struggle with critical thinking—branding helps break through the noise.
✅ The best way to build a founder brand? Market the problem, not just your product.
✅ If your LinkedIn posts look like everyone else’s, they won’t work.
✅ Balancing content strategy: Audience building vs. revenue generation.
✅ Forget going broad—nail your ideal customer profile (ICP) first, then expand.
✅ Content pillars aren’t just about organizing ideas; they help you test and refine what works.

Timestamps

[00:00] Intro – Why founder branding is a competitive advantage
[01:46] Why most founders overlook branding until it’s too late
[04:58] The shift in B2B go-to-market strategies & why traditional methods are failing
[07:51] How smaller, agile teams are disrupting the market
[12:20] Founder brand myths: Is it just about engagement on LinkedIn?
[17:40] The secret to marketing the problem, not just the solution
[21:16] Rapid-fire questions: Myths, viral content, and must-have growth tools
[23:36] Defining your ICP: Why trying to appeal to everyone is a mistake
[30:16] How founder branding fits into an overall content strategy
[33:49] The role of content pillars & how to refine your approach over time
[39:59] Where to connect with Ognjen and learn more

Connect with Ognjen

LinkedIn: https://www.linkedin.com/in/ognjenboskovic/
Raven: https://www.raven.club/

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