We are living in a hyper-connected business landscape, the number of touchpoints for a brand has multiplied and continues to multiply. Hence how customers build perceptions about the brand has also evolved. For example, Company leadership teams are no longer just figureheads; they embody their company’s values, mission, and culture. They are extensions of the company brand. It is hence important for them to align their personal brand to that of the company they represent.
Research highlights that effective personal branding can significantly enhance corporate reputation and stakeholder trust. Hence, building a personal brand that aligns with and leverages your company’s brand is essential.
This alignment can significantly enhance credibility, foster trust, and drive the success of both the individual and the organization.
In this blog, we explore practical strategies and real-world examples for leaders in medium to large enterprises to create a powerful personal brand that reflects and amplifies their company’s brand.
A personal brand is the perception others have of you based on your actions, communications, and the value you bring.
A corporate brand, on the other hand, represents the collective perception of a company’s identity, mission, and values.
When these two align, it creates a powerful synergy that can amplify both individual and organizational success.
Aligning your brand with your company’s brand has several benefits:
Begin by clearly defining your personal purpose and values. Reflect on what drives you, your professional goals, and how you want to be perceived. This introspection will help you align your personal brand with your company’s mission and values.
Sundar Pichai, CEO of Alphabet Inc. and Google, is known for his commitment to innovation and making technology accessible. His focus on empathy, openness, and technological progress mirrors Google’s mission to organize the world’s information and make it universally accessible and useful. Pichai’s personal brand has strengthened Google’s reputation as a forward-thinking and inclusive company.
Understand Your Company’s Brand
According to a McKinsey report, companies with a clear and well-communicated purpose outperform their peers in the stock market by 42%.
Building a personal brand that aligns with your company’s brand begins with a thorough understanding of your company’s core principles.
Here are some ways to align your thoughts with that of the company:
Engage with Different Departments:
Interact with various departments to gain a holistic view of the company’s mission and values. Participate in workshops and meetings to discuss and align on these principles.
Read Corporate Reports:
Review annual reports, brand guidelines, and internal communications to understand how the company presents itself to stakeholders.
Participate in Strategic Planning Sessions:
Engage in workshops and strategy meetings to understand the company’s long-term goals and strategic direction.
By doing this, you can enhance your credibility within and outside the company. It can also help build and align your thought leadership with that of the company.
Ensure your messaging reflects both your values and those of your company. Use social media, public speaking, and internal communications to convey this alignment.
Mary Barra, CEO of General Motors, consistently communicates GM’s commitment to sustainability and innovation. Her advocacy for electric vehicles and clean energy reflects GM’s strategic goals.
Utilize your company’s platforms to enhance your personal brand. This includes contributing to the company blog, appearing in corporate videos, and participating in company events. These activities can amplify your brand while reinforcing the corporate message.
Richard Branson of Virgin Group frequently uses the company’s blog and social media channels to share his insights, which align with Virgin’s brand values of innovation and customer-centricity.
Engage in Corporate Social Responsibility (CSR) Initiatives
Participate in and promote your company’s CSR activities. This not only highlights your commitment to social responsibility but also strengthens the alignment between your personal brand and the corporate brand.
Salesforce’s CEO Marc Benioff is known for his strong stance on social issues and corporate philanthropy, which aligns with Salesforce’s mission to drive social change and community support.
Establish yourself as a thought leader in areas that align with your company’s expertise and values. Write articles, give talks, and engage in discussions that reflect both your personal insights and your company’s mission.
Deloitte’s research indicates that thought leadership can significantly enhance brand reputation, with 55% of business decision-makers saying that thought leadership can directly influence their buying decisions.
Regularly seek feedback from colleagues, mentors, and industry peers to ensure your personal brand remains aligned with the company’s evolving mission and values. Adapt your strategies based on this feedback to maintain alignment and relevance.
Jeff Bezos, Founder of Amazon, continuously adapted his personal brand to reflect Amazon’s customer-obsessed culture and innovative approach, ensuring a strong alignment throughout his leadership tenure.
Your company might already have one or all of the resources mentioned below. If possible try and get involved with one or more of them. Marketing teams are very likely going to welcome your help with open arms.
Building a personal brand that aligns with and leverages your company’s brand needs to be viewed as a strategic approach for leaders in medium to large enterprises.
By defining your values, understanding your company’s brand, communicating consistently, leveraging corporate platforms, engaging in CSR initiatives, developing thought leadership, and seeking feedback, you can create a powerful personal brand that resonates with all stakeholders.
This alignment not only enhances your personal credibility and influence but also strengthens the overall reputation of the company, driving long-term success.
Reach out to us, if you need help to build a personal brand.