Build a Brand and an Audience at the Same Time but Not in the Same Way

I got asked this question a while back and it’s something I have been wanting to address for some time: What do you think is better: a director/ producer creating a personal brand or creating a production company and trying to build that?

There are three parts to this that I think are important to address.

• The Personal Brand

• Audience vs Network

• The Production Company

Before we dive in, if you do not promote yourself or your company on a regular basis then you are missing out on a lot of potential revenue aka money for your film career or film company. Money comes from audiences and an audience is just a person viewing content.

Or if you already have established building awareness for yourself or your company then keep reading because I hope these tips will help you grow that even further.

The film business depends and survives on audiences and all an audience is, is someone’s time/attention to view your content instead of someone else’s and in exchange for that you get money.

Your audience could also be industry networks and connections you are looking to reach in order to take the next steps in your career.

Start With Your Personal Brand

If you haven’t yet built either a personal brand or a production company, your first priority should be your personal brand—whether you're a filmmaker, director, producer, screenwriter, or another creative professional.

Your personal brand is all about building trust and cultivating an audience. This isn’t just about you as an individual, but also how you approach your craft and work process. By building an audience that trusts your vision and values your work, you create a foundation where people are willing to not only pay to see your films but also engage with related products, like signed scripts, props from your movies, or exclusive Q&A sessions.

Below we’ll dive into how to think about and use social media. I have also talked previously about self promoting the “right” way and that’s really what your Personal Brand is, is a form of self promotion that builds an audience and trust around you.

During this personal brand building, you are also working on your creative endeavors and sharing that, for example a short film or few short films, even your first feature film. It’s these first steps, getting the films made or your work out there that builds the bridge between personal brand and production company.

I want to emphasize here, you don’t need to build a production company. Maybe that isn’t something you are interested in, however, you should see what you create as the product for your business, even if the business is just you.

Audience vs. Network: Understanding the Difference

While building a personal brand, you’ll naturally grow both an audience and a network, but it’s important to understand that these two serve different purposes.

Your audience consists of the people who engage with and support your creative work. These are the fans who will show up for your film releases and potentially buy other experiences you offer. They’re engaged by your storytelling, your ideas, and your unique vision.

On the other hand, your network is made up of industry professionals who could invest in, collaborate on, or even distribute your projects. They’re the people who may help you land your next directing gig, connect you with funding, or take your career to the next level. Growing this network requires a more business focused approach, whereas building an audience is about creative storytelling.

It’s good to utilize a professional social platform and a creative expression platform, again we will dive into the below on the section on social media.

The Production Company: Scaling Up Without Rushing

Once you’ve established your personal brand and produced a few films, you can start thinking about forming a production company. But this isn’t just a matter of filing paperwork. You’re essentially scaling the business that is you.

To begin, consider bringing in another director or producer who aligns with your vision and creative processes. Together, you can create more projects, and the company becomes a place to nurture talent and grow creatively and financially.

But don’t rush this process. Make sure the foundation is solid before you scale. Take your time to ensure that every new venture you take on is supported by the right resources, connections, and strategy.

Everything you do, whether writing a screenplay or preparing for production, should be viewed as part of a larger business framework. Once the creative work is done, the rest is business: how to get the film made, marketed, and monetized.

If you are not the one who wants to turn the personal brand into a production company, then look for smaller production companies out there that would want to bring you into their company. Again, this is why building that personal brand is important, because when you reach out to small indie studios and companies, you have something to show them. You show them the work you have created but you also show them the trust and audience you have been building. Last little note here, you don’t need hundreds of thousands of followers, just a small designated audience for your creative work is a great launching point. If there is a small following of ten thousand then it’s very likely there is more audience out there that aren’t aware of your work yet.

Social Media: Your Business Tools

Now to the social media part of it. You need to think of your social media presence as part of your business strategy. I recommend focusing on two platforms: LinkedIn and a creative-focused platform like Instagram, YouTube, or TikTok.

LinkedIn is where you’ll grow your professional network, those connections that can help move your career forward. Use it to talk about the business side of your projects, network with industry professionals, and share insights about your filmmaking process. This is where you make connections with potential investors, collaborators, and even future employers.

On the other side, platforms like Instagram, YouTube, and TikTok are all about growing your audience, the people who care about your creative work. Share behind-the-scenes content, showcase your filmmaking journey, and build excitement around your projects. These platforms allow you to connect with fans in a way that feels organic and personal, which is essential for building a loyal following.

While there will be some overlap between your audience and your network, it’s important to recognize the different purposes each platform serves. Treat each one as a unique tool in your career toolkit.

You don’t have to hit all platforms at the same time. If you’ve never done it before, start with one platform, treat that platform like the marketing arm of your business or brand, and create strong content for at least 3 months before adding a new platform into your marketing arm.

It’s easy to try to do them all at once and then hit a wall and give up. Go slow, it’s not a race, it’s a marathon. Which means it’s not about doing it quickly but about covering a lot of distance over a longer period of time.

Build the Brand, Grow the Audience, and Scale the Company.

Building a brand and an audience simultaneously is crucial, but they shouldn’t be approached the same way. Your personal brand lays the foundation for both your audience and your future production company. Your audience engages with your creative side, while your network connects with the business side of filmmaking.

By treating your career like the business it is, and using platforms like LinkedIn for networking and creative platforms for audience growth, you’ll build the trust, credibility, and foundation necessary to take your filmmaking career to the next level.

Focus on building a strong personal brand, nurture your audience, grow your network, and when the time is right, scale your production company thoughtfully and strategically - or find a company you can join where you can continue your creative work while bringing in your audience.

From interactive Budget Temples to Contract Agreement Templates I have tried to put together a package of material that every filmmaker on any size of film will need at some point. Contracts and paperwork are some of the most important elements needed to distribute your film. This template package helps to save time and money getting those forms together.

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