“That’s brand building” — Shark Tank’s Kevin O’Leary shares insight on building brand credibility and trust

Kevin O’Leary, aka Mr. Wonderful from Shark Tank, is back with more bite-sized business wisdom, and this time he’s got branding on the brain. On May 12, 2025, the investor took to Instagram to dish out some no-nonsense marketing advice that’s perfect for anyone trying to turn their side hustle into a household name.

"Marketing and social media are crucial in growing a brand because a brand is something that people build trust into, not you personally," O'Leary explained to his followers, reminding them that a successful business isn’t built on selfies and charisma alone.

According to him, separating your personal identity from your brand is key to building lasting trust and growing beyond the founder stage.

True to form, Kevin O’Leary kept it practical and punchy, encouraging entrepreneurs to harness the power of social media not to promote themselves, but to tell a consistent story their customers can believe in.

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Kevin O’Leary shares insight into quintessential branding

In his May Instagram video, Kevin O’Leary elaborated on why consumers develop loyalty to products rather than people.

"They like the product. They like the service. They buy it again. They tell others about it. That's brand building," he stated.

This simple but powerful observation underscores his belief that successful marketing shifts focus from the entrepreneur to the product experience.

According to O'Leary, once a product enters the market, the founder's personal story becomes secondary to the brand's identity. This transition allows businesses to grow beyond the limitations of a single personality.

O'Leary pointed to digital platforms as the primary channels for establishing brand presence.

"How do you do that? With social media and storytelling. That's the key to success," he explained.

This approach allows businesses to maintain visibility where their target audience spends time.

The strategy involves creating consistent messaging across platforms that reinforces product value rather than founder biography. Kevin O’Leary recommends structuring brands to remain resilient regardless of who leads the company, ensuring longevity in competitive markets.

O’Leary’s been doling out advice like this regularly on Instagram, giving fans of the show a peek behind the tank and into the kind of strategy that gets sharks circling. If your brand feels more like a passion project with a logo, this might be your cue to think bigger.

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What is authentic storytelling for brands?

An earlier Instagram video from April 11, 2025, featured O'Leary discussing brand storytelling with entrepreneurs Anh Trousdale of Pholicious and Rob Neuner of Boost Oxygen. He praised both for their ability to deliver compelling business narratives efficiently.

"You don't want to back an entrepreneur that can't tell a story," O'Leary stated, describing effective storytelling as an "X-factor" in business success.

He noted that both entrepreneurs could present their concepts in under 90 seconds, making their pitches accessible to both investors and customers.

O'Leary highlighted Trousdale's story about Pholicious:

"This whole thing about Momma Lowe's recipe. You should have seen her...She was a whirling dervish on Shark Tank with this. Because she's in a total commodity business. But she told a great story and I loved it."

Similarly, he described how Neuner transformed the unconventional concept of canned oxygen into a compelling brand through narrative clarity. "

These are authentic stories, the real stories," O'Leary emphasized, noting that genuine experiences drive consumer engagement.

For businesses seeking growth, Kevin O’Leary's message is clear: build trust through consistent brand storytelling, leverage social media effectively, and ensure your narrative remains authentic to connect with today's consumers. The strategy positions brands to thrive independently of their founders, the ultimate mark of business sustainability.

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Shark Tank airs Fridays at 8:00 pm ET on ABC and streams the next day on Hulu.