Leadership Essentials: Personal Brand
In today’s digital age, branding is not restricted to organisations; practically everyone has a personal brand, whether they deliberately set out to cultivate one or not. Colleagues and team members build a perception of you from working with you, and your very presence, whether in the workplace or on-line, creates an impression on people. Today’s leaders need to think of themselves as brands, and develop their personal brands so that their name
becomes associated with, for example, particular qualities, expertise, or interests.
‘Leadership Essentials: Personal Brand’ provides an overview of why personal branding is essential for leadership capability and includes ‘Top Tips’ on how personal branding can help you become a better leader.
The Essentials leaflet is supported by three Spotlights that look at personal brand in more detail to help you improve your leadership skills:
- Credibility and Reputation
- Personal Brand Management
- Being ‘On-Brand’
Spotlights
Spotlight on Credibility and Reputation
"One of the primary goals of every personal branding campaign is to build credibility. There is no point in branding yourself as an expert if it’s not done in a credible way. You can’t simply walk around calling yourself a genius, a baseball player, or a Hollywood actor, can you?"
DNA Agency (2016)
Spotlight on Being “On-brand”
"To be 'on brand' - quite basically - means that whatever you’re creating is consistent with the look, feel, messaging, tone, voice, etc. of everything else you’ve produced to date. It’s consistent with the reputation you have, the brand you’ve built (whether consciously or otherwise)"
Andrea Smith (2018)
