Do You Judge People With Personal Brands? Here's Another Way to Think About It. Maybe you see personal brands as indulgent and self-centered, or a waste of time better spent on other tasks. But consider this.

Q: Every founder seems to have a personal brand, but it doesn't appeal to me. Do I really need to do this? — Eloise, San Diego

Before I answer your question, consider the following scenario:

Imagine comparing two people who work for you. One employee does everything that you ask of them. The other does that, too — but they also go above and beyond to identify opportunities outside of the job's general requirements. Not everything the second employee does is a hit, but a few things are, and those uncharted opportunities add asymmetrical upside to your business. Which employee does more to help your company?

The answer is obvious, of course. And it's worth considering before you write off social media as an unnecessary, time-consuming, or even narcissistic endeavor. Does it take extra time? Sure. Do some people use social media to feed their ego? Certainly. But character judgments aside, personal branding offers you leverage that hasn't always existed for small businesses. And amid growing awareness about the value of buying from local companies, it's a competitive advantage to show customers the person behind a product or service.

Related: 8 Strategies for Developing a Strong Personal Brand

Hearing from or interacting directly with individuals has always appealed to our human instincts, and big companies have taken advantage of this for ages. Think about the power of celebrity endorsements. Nike was just another brand until it had Michael Jordan. People may prefer certain brands or products, but people trust people. Everyone talks about this era as the "age of the creator," as if the rules have changed entirely — but social media is just the latest variation on how businesses have marketed and positioned themselves for years. The only thing new is that individuals can own their distribution and messaging.

So if you've decided to build a personal brand, it doesn't — and shouldn't — mean that you've set out to become a social media star. It just means that you've decided to pursue another avenue of brand messaging. Start by setting realistic goals for what you want to accomplish. For most people, it's a waste of time to try attracting millions of followers. Instead, think of your social media account as another channel for building trust, lessening costs, or amplifying other efforts.

For example, want to save money on PR? A personal brand can help you tell your business's story, showcase what makes you different, provide customer service, and — most importantly — listen to feedback. You'll be amazed at what you hear when people have a direct line to the person in charge. (Not all of it will be good, but almost all of it will be helpful.)

Related: People Want to Know and Like You. Invest in Your Personal Branding Now.

Yes, this is a significant investment of time. But think of it that way — as an investment.

If you're struggling with the decision to add social media to your plate, here's the question you really need to answer: Why are you avoiding social media in the first place?

I've known many founders who grappled with this question, and deep down, they're really afraid of one thing: that their posts may get little or no engagement. That could be embarrassing, or a sign of their business's irrelevance! But if that's your primary concern, I'll borrow the advice Ryan Reynolds once shared in the pages of this magazine: "You can't be good at something unless you're willing to be bad."

Personal branding is a tool at your disposal. When you stop seeing social media as a way to be famous and start seeing it as an extension of your business, you're likely to find that the investment of time will yield a strong return on investment.

Related: Why Personal Branding Is Important for Every Working Adult