Talent Acquisition

An Expert Guide to Personal Branding for Business

Personal branding. What exactly does it mean and how can individuals and the organisations they represent benefit from it? Let’s take a closer look! I’ve had a chat with personal brand expert Jennifer Holloway, who specialises in getting people to blow their own trumpet… Read on for her pro tips on how to strike the perfect balance between business and personal branding.

How would you define the following…

  • Personal brand: Personal brand, as I said before, that is an individual’s what and who they are selling wrapped up in one brand.
  • Professional brand: Now, professional brand, to me, is purely that personal brand in a professional space. So it’s the same thing but maybe with a bit more emphasis on the, “What are you delivering in a corporate world?”
  • Personality brand: A personality brand, for me, is where…this is a bit more…it could also tie in with a celebrity brand where someone is very much putting their personality out there. I mean, it tends to be used with companies, so something like innocent drinks is a personality brand. Technically, it’s a product, but it has a personality to it. And I think celebrities, in some ways, do the same thing inasmuch as. Technically, I’m a celebrity, but I’m treating myself as a product. So I think the two sort of interchange.
  • Thought leader: This, to me, is someone who is getting themselves out there as a go-to person for a particular subject. So they are really saying that this thing, that is what I’m pinning myself out there as. I would consider myself a thought leader, a thought leader in the personal brand space. Someone might be a thought leader in the risk analysis space, someone might be a thought leader in the online marketing space. So the thought leaders, though, are the people who are trying to get themselves out there as, “I’m someone who should be listened to because I’ve got opinions and ideas about this particular sector.”
  • Influencer: Possibly going hand-in-hand with the thought leader, the influencer is someone who has a created a brand as, “I’m someone to listen to,” and often, going back to the thought leader, in a certain space.
  • Image: Image, for me, is think of it as the packaging of your own personal brand. It’s what you’re doing, what you’re saying, and how you’re looking. And specifically, what clues that is telling people that they can pick up on to decide what sort of brand you have.
  • Celebrity: The celebrity brands are the people out there who are very much leveraging themselves as, “I’m more than just a person.” The Kardashians are probably the biggest celebrity brand out there at the moment. They can just put their name to something and purely because of that, that is worth money. And they’re very good at keeping their profile out there and feeding the media with information about them and their brand to keep people interested.

Do people have an issue with the term “personal brand”?

Yes, I got a lot of, “I don’t want to become a brand. I want to be me.” And I have the great joy of saying, “But that’s the whole point. It’s to be you but to be you in a very clear way, a very concise way, and be all the best. Let’s have the real focus on those.” So what I tend to say to people is think of a personal brand as when you are out there, for people to buy you.

So, “People buy people,” is a phrase that’s often used, and what they’re buying is a personal brand. So it does two things, it has to tell people what you’re offering, and that might be what knowledge you have, what experience you’ve got, what results you’ve delivered. But they also want to know who is bringing that, “What,” to the table. So who are you? What are your values? What motivates you? What’s your personality like?

And what personal brand does is it brings those two things together in one nice, clear package that people can easily understand and therefore decide if they want to buy.

Why is personal branding beneficial to organisations?

A lot of organisations sort of shy away from letting our staff have their own brands, be individuals. And I think it’s a rather short-sighted because, actually, if you can allow your staff to have a brand, to get known in the market, to have connections, have networks that they can really work, that’s going to enable them to do their job easier. If a problem comes up or they need an answer to something, having got themselves out there, raised their profile, make this network, they’re much more resourceful than they might be if they just have to sit at their desk and nobody knows who they are.

Could strong personal brands be dangerous for companies?

Well, if someone is out for themselves, they are out for themselves. Organisations can sometimes be scared of people with strong brands, thinking, “We don’t want anyone to really stand out. We don’t want anyone to have their own personality.” In fact, actually, years ago, someone said to me about one of the main consulting companies, I won’t name them, but they worked over there for over 20 years and they said, “You are not allowed to be individual. You have to be a clone that represents that organisation in the outside world.”

What are the steps to implementing personal branding?

The first step is defining the brand because getting that clarity, really understanding in-depth the who and the what that you are putting in the package needs to be the first part. So that is very important. I’ve actually had the feedback from people, saying, “Wow, they came out with a lot more confidence.” So just understanding yourself is quite a nice thing.

The second thing I do is I get people to check their brand, by which I mean to get some feedback and find out if how they have perceived themselves in step one is how other people are seeing them. And I find this can be a real wake up and smell the coffee moment, particularly when I work with people one-to-one and that rapport is very in-depth. Often, where organisations have benefited is maybe they’ve had someone who hasn’t realised the negative impact they’ve been creating, and the real payback for the company is that person is suddenly gone, “Oh, okay. Now I see it,” which is very important. On the whole, though, people actually get complete confidence based from the feedback because people are reiterating, “Yes, what you think is good is what we think is good.”

And then the third step is always then how do people promote their brands. Now, depending on what my clients are telling me about the audience in front of me, that will be tailored to maybe at graduate level, the real basics of how you look, things like timekeeping, things like the language in your emails. At the talent level, it’s a bit more about getting out there as leaders, getting more buy-in. And then at an executive level, it’s very much understanding impact, how they come over, and how to improve that.

What are some of the pitfall to avoid with personal branding?

I think the misunderstanding in some people, whether it’s individuals or organisations, is, “Oh, I don’t have a brand. I’ll choose whether I’m going to have a brand.” The point is you already have one. The famous Jeff Bezos, the guy that founded Amazon, has this quote, “Your brand’s what your people say about you when you’re not in the room.” Now, whether you’ve chosen to or not, everybody will have a thought that they will say when you’re not in the room. And even in the outside business community, it tends not to be companies as a whole that are being talked about, it is individuals within the company.

So years ago, Burson-Marsteller is a research agency, and they did a study internationally, and they came up with a statistic that said, “Fifty percent of a company’s reputation is directly linked to the CEO’s reputation.” So you could have the best service or the best product going, but if people out there think the person in the top office is a complete idiot, that will have an impact on your brand. And conversely, if they think they’ve got a really great reputation, that will have an impact on your brand.

What social media channels are most important to personal branding?

I would say it very much depends on who your audience is. It may know if you are in business and your audience is in business, the number one place you should be is LinkedIn. Now, years ago, LinkedIn was only ever seen as, “Oh, Jennifer, you only go on that if you want to find a job.” I do think that was true then. It was started by recruiters with recruitment in mind. Nowadays, though, I’m going to quote someone who even said to me, “Jennifer, if I go looking for someone on LinkedIn and they’re not there, I just presume they don’t exist.”

Now, that’s quite a flicking comment, but I think there’s a grain of truth in it which is, at the very least, people in business expect, from a credibility point of view, to be able to find you online. And LinkedIn is where they expect to find you. And even from a Google result’s point of view, having a profile will get you in the results.

Twitter, I think, can also be quite good. Again, have a reason for doing it. I have so many people say to me, “Oh, I should do Twitter.” “Really? Why do you want to do it?” “Well, I just feel I should.” Well, don’t do it for that reason. Do it for a specific reason. So I do Twitter as a way of promoting my blogs and watching what people contacts I want to keep in touch, what they’re talking about, and also conversing via Twitter.

So I’ve got a reason for doing it. But I don’t do Facebook because, for me, from a business point of view, that’s not where my clients and customers are. But if you are more a business-to-consumer, then Facebook is where you should be, and LinkedIn probably isn’t. I think those are the main three, though, that people would expect to look for someone and find them.

Is there a way to measure the ROI of a personal brand?

I don’t believe there’s a blatantly obvious way of measuring ROI unless you have a very specific measurable goal at the start of the work you’re doing. So when I work with people, let’s say… If I use an example of maybe an executive I’ve been asked to work with, and something I get quite often is, “Jennifer, this guy needs more gravitas. We want you to work with him.” Now, how am I going to measure an increase in gravitas? That’s very difficult to do. But if you could at least pin down, “He’s got to get more buy-in in these meetings,” or, “He’s going be able to deliver this particular project,” or whatever it is, less about ROI in terms of money, but just more in terms of, “Do we feel that the money spent has given us results at a very straightforward yes or no level?”

Follow Jennifer on Twitter @Jennifer_Holloway and make sure you subscribe to the Employer Branding Podcast.

By Jörgen Sundberg

Founder of Undercover Recruiter & CEO of Link Humans, home of The Employer Brand Index.