In today’s digital-first marketplace, personal branding has shifted from being a “nice-to-have” to an essential driver of business growth. Too often, professionals overlook it, assuming that it’s more about vanity than value. But in reality, a strong personal brand can be one of the most powerful profit engines available — especially in a world where online visibility directly impacts trust, reputation, and client acquisition.
In a recent conversation with Mike Hickinbotham, Senior VP of Sales at Experience.com, Mike highlighted the crucial role personal branding plays in building credibility, trust, and ultimately driving revenue.
Why Representation Matters
“The way you represent yourself online is so, so important nowadays,” Mike emphasized. “Your personal brand is so very important with all of your customers — even people who don’t know you will look you up. And it happens quite a bit on the professional side with LinkedIn.”
He pointed out that professionals who fail to maintain updated, polished, and authentic online profiles risk losing out on opportunities before they even begin. Beyond appearances, credibility is built through what others say.
“I think reviews have become so important,” Mike added. “Trust is super important, and gaining trust with your customers — with people who don’t necessarily know who you are — is key. Third-party reviews and testimonials from your network are a great way to build that trust.”
The Biggest Hurdle: Earning Trust
When asked about the challenges professionals face in building their brand, Mike pointed back to trust as the central theme.
“How do you get people to know that you’re great at what you do? Establishing trust is so vital,” he said. One way to achieve that is by showcasing client testimonials, proof of past successes, and authentic endorsements.
Mike also cautioned against relying solely on paid advertising to get found online. “It’s expensive to go out and buy leads… The most critical thing is you can put yourself in the best light so that, on the organic side, when people search for products and services near them, you come up at the very top. That gives you a much lower cost to do business versus paying for leads.”
Standing Out in a Crowded Market
Competition online is fierce, and professionals need to articulate what makes them unique. But according to Mike, the secret is not about being flashy — it’s about being genuine.
“Try to show the best version of you, be open and honest about yourself so that people can connect with you,” he explained. “Even small things like associations you’re a part of, philanthropic causes you support, or things you love to do… People connect with authenticity more than someone trying to be somebody they’re not.”
He also underlined the power of letting others speak for you: “Anybody can go on and say how wonderful they are. But if you have other people saying that on your behalf — through testimonials, reviews, endorsements — that’s far more powerful.”
How Experience.com Helps Professionals Win
When the discussion turned to how Experience.com supports professionals in building their brands, Mike pointed to the platform’s foundation: making individuals visible, credible, and competitive in local markets.
“Our platform is designed and engineered based on what’s most important to search engines,” he explained. “The first step is having a complete, accurate, verified profile. From there, it’s about connecting to the relevant sites that matter most to search engines and ensuring your information is updated and properly reflecting the services you offer.”
He described it as an ongoing process: “Once you’ve connected to those sites, it’s about playing the game — logging in, ensuring all of your connections are set up, replying to reviews promptly, and keeping your profile current. Even when a customer isn’t fully satisfied, a lot of times they just want to be contacted. Addressing those issues directly helps you flip an unhappy customer into a very happy one.”
The Takeaway: Start Now
Mike closed with encouragement for professionals who feel overwhelmed or late to the game.
“If you feel like you’re way behind, the important thing is — get started,” he urged. “Get your profile updated. We’ve got search rank coaches who will walk you through what’s most important to all the relevant search engines, for free. Just get in, play the game — that’s going to help you win in your local market and win online.”
Personal branding is no longer just about how you appear; it’s about how you earn trust, how you show up online, and how others validate your expertise. In Mike Hickinbotham’s words:
“Being true to yourself, being authentic, and building trust — that’s how you win.”
