Managing your leadership brand

The following Practice Management practice note provides comprehensive and up to date legal information covering:

  • Managing your leadership brand
  • Personal branding
  • What is your product?
  • What is your market?
  • How do you communicate?
  • How do you behave?

Managing your leadership brand

This Practice Note explains what personal branding is and why having and maintaining a strong, authentic personal brand is important for leaders.

Branding, personal or otherwise, is not the same as reputation although both are closely linked concepts:

  1. branding—the continuing process of establishing a set image or impression in the mind of others about an individual, group or company

  2. reputation—the beliefs or opinions that are held by others about someone or something

Personal branding

It used to be the case that only products had a brand, but over recent years the idea of people having their own branding has rapidly developed. Managing your own personal brand is now hugely important. How people perceive you really matters.

Having a strong, authentic personal brand is important for anyone trying to make their mark on the world and should be a key focus for leaders or anyone wanting to progress into a leadership role.

You need to ensure that your personal brand consistently reflects who you really are and what you stand for and ongoing effort has to put in to ensure this. If you think about celebrities, some control their brand very well whereas others fall short, eg by being caught on a live microphone saying something they shouldn't or sending inappropriate messages or tweets.

At the centre of your personal brand should be who you are and what

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