How to use public speaking to grow your brand

Public speaking is one of the most powerful tools for building a personal brand and elevating your business.

Nothing beats you being on stage and being able to showcase (and transfer) your energy to an audience.

When you step onto a stage, you are given a unique opportunity to serve an audience in person, create an impactful connection, and establish yourself as an authority in your field. Whether you’re speaking to a small room of 50 or a massive auditorium of 10,000, your ability to engage and provide value will determine how effectively you build your brand.

I’ve spoken on the biggest stages (and the smallest stages). In front of 1,000 people in Aruba and 40 people in Brooklyn, NY. The experience is the same. See my Facebook reel about this here.

The Role of a Public Speaker

As a public speaker, your primary job is to serve the audience. People attend your talk because they expect to gain insights, knowledge, and inspiration. While they may have a clear idea of what they want, it is your responsibility to ensure they also get what they truly need. This balance between delivering on expectations and providing deeper value is what separates great speakers from average ones.

Every speaker is different. Some captivate audiences with humor, while others command attention with a serious and academic approach. Some focus on storytelling, while others rely on data-driven presentations. Regardless of your style, every speech should be engaging and serve the audience effectively. Your goal is to make the audience walk away feeling enriched, enlightened, or motivated to take action.

The Power of Connection

Your time on stage is an opportunity to connect with your audience. Great speakers don’t just deliver information; they build rapport. One of the most effective ways to do this is through storytelling. Stories are relatable, memorable, and engaging. They allow you to communicate complex ideas in a way that resonates emotionally with the audience. Whether you’re sharing a personal experience, a case study, or an anecdote, a well-told story creates an authentic bond between you and your listeners.

Delivering a Valuable Speech

A good speech is not just about making you or the audience feel good. It should leave them with something tangible—whether it’s a new perspective, a key lesson, or a practical takeaway. When you finish speaking, your audience should feel that their time was well spent.

Practical Tips for an Effective Speech:

• Preparation is key. Rehearse your speech multiple times to refine your delivery and timing.
• Be engaging. Use vocal variety, body language, and audience interaction to keep their attention.
• Keep it structured. A clear beginning, middle, and end make your message easy to follow.
• Slides should support, not dominate. Your presentation slides should be well-designed and should complement your speech—not serve as a script.
• Adapt to the audience. Gauge their reactions and adjust your tone or pacing accordingly.

The more you speak, the better and more comfortable you’ll become. Public speaking is a skill that improves with practice, and each experience will make you more adept at handling different audience dynamics and settings.

Making Your Speech Work for You

While your main focus is serving the audience, your talk should also serve you. If you’re a paid speaker, your client expects you to deliver an experience that aligns with their goals. If you’re speaking to promote your business, the speech should subtly position you as a trusted expert in your field.

Many speakers generate revenue not only from speaking fees but also through “back of the room” sales—selling books, courses, coaching, or other products after their talk. Others use public speaking as a platform to generate leads, driving attendees to take a next step, such as booking a consultation, joining a mailing list, or following them on social media.

How to Sell from the Stage Effectively:

• Engage first, sell second. Build rapport and provide value before making an offer.
• Your offer should be a natural extension of your talk. If your speech addresses a specific problem, your product or service should be positioned as a solution.
• Use testimonials and success stories. Share real-world results from people who have benefited from your offering.
• Create urgency. Offer special deals for attendees or limited-time bonuses to encourage immediate action.
• Make it easy to buy. Provide a simple and clear call to action—whether it’s a QR code on the screen, a text message opt-in, or a table at the back of the room.

Also remember, while it’s great to make money from stage you can also build leaders for your marketing funnel. Maybe direct selling is not allowed. You can encourage attends to get your slides or some other “juicy incentive” by signing up via a QR code or special website like / domain name.

Practice and Training

Not only is practice important to get better at speaking but also training. I’m a firm believe that taking a few improv classes and classes in how to be a better speaker will help you get better and better. Be sure you’re training from someone who is a professional speaker with years of experience in speaking.

Conclusion

Public speaking is one of the most effective ways to build a strong personal brand and grow your business. By focusing on serving your audience, crafting engaging and valuable speeches, and strategically using your time on stage to connect and sell, you can position yourself as a leader in your industry. The more you speak, the more opportunities will open up, allowing you to impact more people while growing your influence and income. Whether you’re on stage to inspire, educate, or sell, the key is to always put the audience first—because when you serve them well, your brand and business will thrive in the process.