You built a reputation people trust. Then the deal closes, the name on the door changes—and the question hits: How do I keep my personal brand alive without fighting the new brand I just joined? 

Short answer: plan it before you sign, then operationalize it across email, social, and video so your audience experiences continuity (not whiplash). Here’s my playbook. 

1) Align on your personal brand—before the deal

The most important work happens pre-close. Find a partner who values that your personal brand was “the secret sauce” of the company they want to acquire—and get explicit about what life looks like after close. Don’t leave it to vibes. Come with a written proposal: what channels you’ll keep, what cadence you’ll post, how you’ll show up at events, where your name appears alongside the corporate brand. Some founders want it all in writing; others are comfortable with guardrails. Either way, make it a negotiation point, not an afterthought. 

2) Build sender-level continuity in email 

People open emails from humans. Well before a logo changes, switch your marketing sender from “Firm Name” to “FirstName LastName at Firm Name.” 

Why? If “Russell Wealth Management” becomes part of a new organization, I’m still Samantha Russell—and my subscribers will keep recognizing me in their inbox. Keep advisor-specific lists too, so communications can remain personal even inside a larger org. This is one of the simplest, highest-leverage changes you can make months ahead of a transaction. 

3) Go all-in on your personal LinkedIn (and keep the firm page, too) 

From day one, maintain both a firm page and a personal page—then expect the personal page to outperform. Humans engage with humans. Your personal profile is portable across rebrands, acquisitions, and title changes; your audience follows you, not the logo. 

If posting feels unnatural, start here: 

• Once a week, share one article/podcast you consumed. 
  
  

• Add 3–5 takeaways: what it said, why it matters, and why it matters to your niche (e.g., “business owners in Minneapolis planning succession”). 
  
  

• Draft with AI if you need a nudge, then put it in your own voice. 

Consistency beats clever. A month of these “one-link + 5 takeaways” posts will warm up your network fast. 

4) Use the 1:5 (aim for 1:10) comment rule 

Social is a conversation, not a broadcast. For every one thing you post, leave comments on 5–10 other people’s posts. It’s how algorithms (and humans) reciprocate attention. Pro tip: don’t limit yourself to your first-degree network. Seek second/third-degree connections in your ICP (e.g., physicians in Philly), leave thoughtful comments, and let curiosity do the rest—people will click through to see who you are. 

5) Choose platforms by audience—not trends 

Platform fit depends on who you serve and their stage of life: 

• Executives & operators: LinkedIn is home base. 
  
  

• Retirees / near-retirees: Facebook (especially groups) still wins. 
  
  

• Next gen & family members: Instagram often captures the adult children who influence decisions. 
  
  

• Everyone: YouTube. Yes, everyone—from nine months to ninety-nine. It’s the most underrated channel in wealth.  

If YouTube feels intimidating, start with YouTube Shorts: <60-second vertical videos shot on your phone. Take the same weekly link you posted on LinkedIn and record a quick “what it said / why it matters / what I think” video. Embed the thumbnail in an email and link out; don’t attach raw video files. 

6) Launch the “post-close content arc” on Day 1 

Don’t let the rebrand be the content. Instead, tell a client-benefit story: 

• What new services do clients get now (planning depth, tax prep, estate resources)? 
  
  

• What stays the same (you, your values, your accessibility)? 
  
  

• What gets easier (digital experience, reporting, service speed)?

Thread those benefits through your next 6–8 weeks of content so clients see the through-line from “what changed” to “why this is better for me.” 

The Takeaway 

Your personal brand isn’t a competitor to the new brand—it’s a bridge. Align on expectations before the deal, then engineer continuity in inboxes, feeds, and video. Keep showing up as you, consistently, inside a larger platform that amplifies your reach. That’s how you preserve the name people trust—no matter what’s on the door.