Why People Buy Into People Before They Buy Into Brands
One of the biggest mistakes business owners make online is thinking their audience is only interested in what they sell.
But after speaking with Simon Gordon on the Class Business Podcast, it reinforced something I’ve believed for a long time:
People buy into people first.
Your personality.
Your energy.
Your story.
Your values.
The way you make people feel.
That’s what creates trust long before someone buys a product or service.
And honestly, Simon’s own business journey is such a brilliant example of that.
Building a Creative Business Completely Unexpectedly
Simon is the founder of Alexander Media Creative, a creative agency supporting predominantly female-led SMEs through photography, videography, branding, website design and social media content creation.
But what fascinated me most about his story is that none of it was planned.
Before working in the creative industry, Simon worked as a transport planner for over a decade, contributing to major infrastructure projects across Birmingham, including motorway junctions and Metro extensions.
Then redundancy changed everything.
What started as volunteering at his local church slowly evolved into web design, photography, videography and branding work after people around him began asking for help.
And one thing Simon said during the interview really stood out to me:
“My whole creative journey has come through literally volunteering in my local church and then figuring out how to do web design.”
There’s such an important lesson in that for business owners.
Not every business begins with a perfect strategy or five-year plan.
Sometimes businesses evolve because you keep following curiosity, learning new skills and saying yes to opportunities as they appear.
Why Authenticity Matters More Than Ever
One of the most valuable parts of our conversation was talking about visibility, branding and why people connect with businesses emotionally.
Simon shared how, initially, he thought he needed to create distance between himself and his business in order to appear more professional. But over time, he realised people weren’t just engaging with his services.
They were engaging with him.
And honestly, this is something I see constantly in the class-based business industry too.
People don’t just buy classes.
They buy into the person behind them.
They buy into your energy.
Your values.
Your story.
The way you make them feel.
Simon explained it perfectly when he said:
“People are interested in you… people want to build relationships with you.”
That relationship-building element is huge.
Especially now.
Because audiences are overwhelmed with content every single day. What cuts through isn’t perfection. It’s connection.
That’s why authentic photography, video and storytelling matter so much in modern business.
The Businesses That Create Real Impact
Another part of the conversation that really stayed with me was Simon’s perspective on children, youth opportunities and the importance of investing in the next generation.
When discussing what he’s looking for as a judge for the Class Business Awards 2026, Simon spoke passionately about businesses creating meaningful impact for children and families.
For him, it’s not just about growth or profit.
It’s about purpose.
He shared that the stories which excite him most are businesses created to genuinely help people and fill gaps where support is needed.
Some of the key things Simon said he looks for include:
- Stories with genuine emotional connection
- Businesses solving real problems
- Positive impact on children and families
- Services creating transformation and support
- Purpose beyond profit alone
And honestly, I think that perspective matters massively within our sector.
Because the children’s activities industry isn’t just about classes.
It’s about confidence, belonging and creativity. It’s about giving children safe spaces where they feel connected, supported and able to develop socially, emotionally and creatively through the experiences and opportunities these businesses provide every single day
During the interview, Simon reflected on how many youth clubs, play schemes and community opportunities have disappeared over the years and why investing in children matters more than ever.
One thing he said really captured the heart of that conversation:
“Kids need fun… kids need investment, kids need love, kids need attention.”
And honestly, that’s exactly why the work happening across the class-based business sector is so important.
What Business Owners Can Learn From This
One of the biggest takeaways from this conversation is that visibility isn’t about trying to become someone else online.
It’s about becoming more comfortable showing who you already are.
Simon shared so many practical insights during the interview around photography, video confidence and helping business owners feel more natural on camera. But underneath all of those tips was one core message:
People connect with authenticity.
Not perfection.
Some of the strongest advice he shared included:
- Stop overthinking perfection on camera
- Let your personality come through
- Build relationships before selling
- Show authentic moments behind the business
- Keep practising visibility consistently
Because ultimately, your audience wants to feel connected to the human behind the brand.
And that’s something class-based businesses do incredibly well when they lean into it properly.
Watch the Full Interview
You can watch the full interview with Simon Gordon on the Class Business Podcastto hear more about his journey from transport planning into the creative industry, his advice on visibility and branding, and why impact-led businesses matter so much.
It’s a brilliant conversation for anyone building a business online and trying to create stronger connections with their audience.
