Building a personal brand hurts building a scalable business.
If clients and partners want to communicate with you and with you only, you hurt your business. If your sales grow, then you will reach your capacity and become a bottleneck. If you don’t become a bottleneck and manage it alone, then the size of the company is too little to call it a business.
If you are building your personal brand, you hire people who do not interfere with it so that they don’t steal your light. This means you hire people who are either worse than you or you think they are worse than you. In both cases, the results are shitty.
If you are building your personal brand, you risk replacing the system of marketing with marketing based on personal connections and communications. That’s suboptimal and hurts building a scalable business.
So be cautious with this personal brand if you want to grow a scalable business and not just a place to work for yourself.