How to build an effective personal brand - for executives
Have you ever wondered why some executives at the same level as you have a large following on social media or have more engagement on their posts? Or why they are often interviewed by top publications and reputable journalists? The simple answer is that they have established a strong brand, and a strong brand is the gift that keeps giving.
Step #1 - What it is
But what is a personal brand anyway? A brand in general is a person or entity’s identifying characteristics, those things that make them distinguishable from other or similar brands. This includes all symbolism and imagery, the distinct sound, taste, smell, feel and look of a brand and what makes it memorable. Therefore, your personal brand is what makes you stand out from your peers in a good way.
Step #2 - Why I need it
It’s important to establish and maintain a strong personal brand especially if you are in a leadership position because it positions you as a favourable and credible expert in your field. The purpose of a personal brand is to help elevate your career to its fullest potential, publicity is key to achieving this.
Step #3 - How to build it
Understand who you are and be comfortable in your own skin. Once this is established, present your best self to the world. Do you have a sought-after qualification, have you published a book, or have you received an award from a well-respected organisation? Showcase these achievements in a tasteful manner. Write a LinkedIn post about your journey in obtaining this milestone, land an interview with a publication that covers stories about your area of expertise or simply hire a Public Relations Specialist to manage your brand, they have the skills to manage business and professional brands of corporates.
A trusted approach
Create original content, be visible, engage, repeat. Businesses are created by people for people. People are social beings and communication is a primary form of social community. Use this to your advantage. Be a thought leader in your area of expertise. Write opinion pieces and publish them on your personal or company platforms in the form of newsletters via email or blogs on your website. Share these posts on your social media for maximum exposure after a while the right crowd will start to regularly consume your content. If you have budget and resources these pieces can be converted into creative content like infographics or video clips.
Who got it right
Bill Gates and Oprah Winfrey did not accidentally become household brands. They are loved, respected, and trusted brands in their fields because they did not rely on their work to speak for itself, because the truth is that it doesn’t. All big brands like Nike, Coca Cola, and McDonald’s, although known for the quality of their products their public perception is largely due to the efforts of their PR teams. These organisations assign a portion of their annual budget to a PR team who work tirelessly behind the scenes positioning them as giants in their industry and placing the companies as industry leaders with few rivals. There are no short cuts to building your brand but that doesn’t mean that it will be a difficult task to tackle. The benefits outweigh the effort and its often fun and satisfying working on something that has multiple benefits for personal and career growth.
