Branding

What is it?

My first corporate role was a Brand Manager (for BMW). As consumers we attach to brands, or not, as we identify/aspire/appreciate and enjoy them. What though of branding yourself or your organization?

There has been a tidal wave of increased personal branding, with much more creativity, from 2016 to present.

Here’s why:

  1.  Establishing credibility: A strong personal brand can help leaders establish themselves as credible and trustworthy in the eyes of their followers, peers, and stakeholders. It can communicate their expertise, experience, and values, and differentiate them from others in their field

  2. Building influence: A well-crafted personal brand can help leaders build their influence and expand their reach, both within their organization and in the broader industry. It can help them become recognized as thought leaders and experts in their field, and build a following of supporters and advocates

  3. Creating a positive reputation: A strong personal brand can help leaders create a positive reputation and strengthen their professional image. It can help them build a consistent, authentic, and recognizable presence that is associated with their values and achievements

  4. Career advancement: A strong personal brand can also help leaders advance their careers, whether within their current organization or in a new role. It can help them stand out from other candidates and demonstrate their value proposition to potential employers

Overall, personal branding is important for leaders because it can help them establish themselves as credible, influential, and reputable professionals, which can lead to increased opportunities and success in their careers.

How might you develop it?

First of all, why is it important to you? Do you care what people think of you, or do you want to be known for something? Many leaders through coaching develop themselves consciously to make changes to meet aspirations. Leaders also need to create “followership” – more on that under Followership. Personal branding goes a long way to managing perceptions and presenting the self-image you want to. You may do this yourself or by tapping a consultant who can support you with all aspects of personal branding. 

Here are some tips:

  1. Share your personal story: Sharing your personal story and experiences can help you build a more emotional connection with your audience. This can include discussing challenges you've faced, lessons you've learned, and moments of growth and transformation.

  2. Show vulnerability: Showing vulnerability can be a powerful way to connect with others and build trust. This can involve sharing your fears, insecurities, or failures, and discussing how you've overcome them.

  3. Use storytelling: Storytelling is a powerful tool for building emotional connections and conveying your message in a memorable way. Use stories to illustrate your points, highlight your values, and showcase your unique perspective.

  4. Be authentic: Authenticity is key to building a strong personal brand. Be honest about who you are, what you stand for, and what you're passionate about. Don't try to be someone you're not or present a false image of yourself.

By incorporating these emotional elements into your personal brand, you can create a deeper connection with your audience and establish yourself as a leader who is not only knowledgeable and skilled, but also relatable and empathetic.

Key References and Research on Personal Branding

  1. Books:

    • "Reinventing You" by Dorie Clark: Offers actionable strategies for building and communicating a compelling personal brand.

    • "Brand You 50" by Tom Peters: Introduces the concept of personal branding and its role in career development.

    • "Known" by Mark W. Schaefer: Provides a step-by-step guide to creating a strong personal brand in the digital age.

    • "Building a StoryBrand" by Donald Miller: Focuses on crafting clear and impactful messaging to enhance your personal or organizational brand.

  2. Key Research:

    • McKinsey & Company: Research on the influence of executive personal branding in leadership and company culture.

    • Harvard Business Review: Studies like "What Makes a Leader’s Brand Stand Out" examine how personal branding drives leadership success.

    • Forbes Research: Highlights trends in personal branding for professionals in the digital age.

  3. Publications:

    • Harvard Business Review: Articles such as "How to Craft a Personal Brand That Resonates" focus on actionable steps for professionals.

    • Fast Company: Explores how personal branding impacts career growth and leadership influence.

    • Entrepreneur Magazine: Tips for leveraging social media and digital tools to enhance personal branding.

  4. Podcasts:

    • "The Personal Branding Podcast" by Mike Kim: Practical advice on crafting and communicating your brand.

    • "The School of Greatness" by Lewis Howes: Episodes on personal branding for leaders and entrepreneurs.

    • "Build Your Tribe" by Chalene Johnson: Focuses on digital strategies for enhancing personal branding.