How to Build a Brand That Actually Leads to Clients
A long-term approach to content that earns trust, grows without noise, and doesn’t rely on daily posting or virality
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I’ve been following Sam for a while now. He’s built one of the most respected personal branding agencies on LinkedIn but done it quietly, strategically and without chasing attention. I’ve always admired how clear he is on what actually matters. No fluff. No performative content. Just strong positioning, long-term thinking, and serious client results. We’ve chatted before, but I’d wanted to get him on the podcast properly for ages. And I’m so glad we did.
From Zero to Global: The Journey of Building a World-Class Branding Agency | #111: Sam G. Winsbury
Sam G. Winsbury is the Founder & CEO of Kurogo, a leading personal branding agency that helps entrepreneurs and executives become thought leaders. He’s worked with over 250 clients around the world, from fast-growing startups to major firms like KPMG and Salesforce, turning content into consistent opportunity.
In this episode, Sam shares the journey behind building one of the world’s top LinkedIn branding agencies. You’ll hear honest lessons from years of consistent posting, what it really takes to grow beyond 50,000 followers, and practical strategies to attract dream clients, grow your presence online, and build a brand that stands out.
Lessons:
Why Most Content Fails Before It’s Even Written
The Truth About LinkedIn Growth (No Virality Needed)
Post Less, Win More: The New Content Frequency Rule
This £100K Client Started with One Loom Video
No Strategy? No Results. Your Content Needs a System
Lesson 1: Positioning Is What Makes Your Content Work
If your content isn’t landing, it’s probably not a writing problem. It’s a positioning one. Most people skip this step. They dive into posting without being clear on who they are, what they stand for, or why anyone should care. But Sam doesn’t create content until his clients have that clarity nailed down. In fact, he spends the entire first month on positioning before they write a single line.
It’s not the flashy part. There’s no dopamine hit or instant feedback. But it’s the foundation that makes everything else work. Strong positioning gives your content direction. It makes your message feel consistent, credible, and worth engaging with. You’re not just sharing ideas. You’re shaping how people see you. And when people see you as a trusted authority, they don’t just scroll. They follow. They ask questions. They reach out. That’s how content becomes opportunity, not by chasing trends but by starting with positioning.
Lesson 2: You Don’t Need Virality to Grow on LinkedIn
Sam has been posting on LinkedIn since 2019. He’s never had a viral moment. He doesn’t post every day. He even had to rebuild his profile from scratch after losing his first account. Despite that, he’s grown to over 50,000 followers and built a profitable agency off the back of his content.
It’s easy to believe you need to go viral to get traction. But this episode proves that consistency and clarity matter more than reach. If you post with purpose, speak to the right people, and play the long game, you don’t need to blow up overnight. You just need to stay in the game long enough for it to compound. The rewards don’t come from quick wins. They come from showing up with intention again and again.
Lesson 3: Post Less Often, Convert More Clients
Most advice around LinkedIn says you need to post daily. Sam doesn’t. He averages two or three posts per week, and still signs high-value clients consistently. Why? Because his content is strategic. Every post has a purpose. Every word is built around his positioning. He’s not posting to be seen. He’s posting to be remembered.
It’s not about volume. It’s about intent. When your brand is clear and your message is tight, you don’t need to rely on frequency. You’re not trying to be everywhere. You’re trying to reach the right people with the right message at the right time. This is a great reminder that less content can actually lead to more results, if you know what you’re doing and why you’re doing it.
Lesson 4: One Good DM Can Change Your Business
One of the most powerful stories in this episode is how Sam signed his dream client. No cold automation. No funnel. Just a thoughtful Loom video, a short pitch, and a couple of follow-up posts. That single outreach turned into a client who paid over £100,000, and referred more business.
We talk a lot about content, but this is a reminder that relationships still matter. If you’re clear on your value, proactive with your outreach, and make it ridiculously easy for someone to say yes, you don’t need hundreds of leads. You don’t even need a funnel. Sometimes, one good message is all it takes. But it only works if you actually do it, and if you do it well.
Lesson 5: Great Content Needs a System Behind It
Most people treat content like a one-off task. You post, you cross your fingers, you hope someone bites. But as Sam explains, content that converts isn’t just written, it’s engineered. Behind every client win is a process. A system. A structure that supports the message and moves people forward.
That’s what separates content that performs from content that builds a business. Sam talks about converting connections into clients by building ecosystems, not just posting and waiting. That means follow-ups. Lead magnets. Referral systems. Even just knowing what happens after someone engages. If your strategy ends when you hit publish, you’re only doing half the job. The real results come from the system behind the scenes.
We got into all of it, how he rebuilt from losing 10K followers, why most personal brands fall flat, and what it really takes to turn content into clients. He shared some brilliant lessons on positioning, consistency, and building systems that do the heavy lifting. I genuinely learned a lot from this one, and I think you will too. If you’re trying to grow on LinkedIn, land better clients, or build a brand that actually lasts, this conversation is a must-listen.
Keep producing,
Tommen
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