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: • branding—the continuing process of establishing a set image or impression in the mind of others about an individual, group or company • 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, with the evolution of social media, the idea of people having their own branding has rapidly developed. Managing your own personal brand is now hugely important, and how. 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. Recruiters will look for your digital footprint, and that includes your