In today’s world, a personal brand isn’t just a trendy term; it’s a valuable asset that can significantly amplify both your personal professional network, but also have a hugely positive impact on a corporate brand.

There are many reasons for this, but one that I believe to be particularly influential is that people find it much easier to ‘relate’ to personalities that are similar to their own. After all, business relationships are built on a bond with another individual — the corporate benefits are an added bonus!

Based on my experience, I believe that the most effective way to build a company’s brand is through highlighting the various different personalities within your team. This approach shouldn’t just be limited to the leaders and founders of the company — every employee has a potential to be a brand ambassador when given the opportunity.

Here are some proven and modern strategies for building a personal brand that works for newcomers and business leaders alike:

1. Embrace Uniqueness and Individuality

Too often, we try to hide the traits that don’t fit a “professional” mold. We tend to focus on previous corporate experiences and examples of leadership, rather than focusing on the unique characteristics that shape our personalities. However, these unique aspects can be, and should be, used as a strength. When your team, from leaders to employees, shares their individuality, it makes your brand more human and memorable. You’re much more likely to remember a LinkedIn post about someone’s unique hobby than One that highlights generic leadership qualities.

Example: Social media platforms such as LinkedIn can often be tricky to establish a presence. But by encouraging employees to share stories about solving tough challenges, even if their methods are unconventional. This approach not only highlights their problem-solving skills but also offers insight into who they are as a person. From a branding perspective, it demonstrates your company’s openness to diverse approaches in problem-solving — setting you apart from other companies in the industry.

2. Create a Shared Mission and Values

Where do we start when highlighting your team’s personalities? From my experience, building a personal brand starts with firstly defining your mission and values. This applies not only to business owners but to all team members. When everyone on your team understands and shares a common goal, it makes the company more attractive to your audience.

Tip: The key thing to consider here is helping your employees connect their personal goals with the company’s mission. If individuals feel like they can identify themselves within a company’s identity, they are more likely to share their own stories in a public setting too Brands can then share these connections on social media and at corporate events to reinforce the brand’s authenticity.

3. Grow Your Online Presence

Whether you’re new to a company or managing a more established brand, cultivating a strong following across various different online platforms is crucial. Sharing your experiences online can help you to better connect with your target audience and keep your brand relevant. It also allows you to keep your finger on the pulse of industry developments, giving you a golden opportunity to comment on some of the key issues facing the sector that you work in — ultimately positioning you as a leading voice.

Example: Brands can benefit from leveraging local networks and media channels to build a relatable and engaging presence. Team members can share their progress and achievements adapted to local cultural interests, making the brand more relatable. By offering personal opinions on developing news developments this can also help place your brand as a true thought leader in your industry, highlighting your ability to stay in tune with the topics affecting your target audience.

4. Be the “Bridge” Between Areas

Something that can be extremely effective in building a personal and brand personality, but is much easier said than done, is finding a unique intersection between two or more fields and positioning yourself as the expert who connects them. The employees and leaders that can act as “bridges” between different topic areas can ultimately drive innovation and reinforce the company’s forward-thinking image.

Tip: Identify areas where your employees’ interests align, and encourage them to grow and experiment in those spaces.This approach can be a key driving force in building a unique team that can inspire others.

5. Leverage Networking and Personal Projects

One of my biggest tips for building your company brand and showcasing individual personalities is to get yourself out there! Whether it’s networking events, social media posts, or embarking on personal challenges, this can be a great way to showcase your personality.

For company leaders, identifying a range of events, challenges, and small projects that align with your employees’ interests can strengthen your brand. You should support employees in actively attending industry-relevant events and showcasing their engagement through social media.

Example: Consider launching a 30-day corporate challenge that reflects company values and allows employees to demonstrate their strengths. This can be anything from raising money for charity to a challenge to hit certain targets. This kind of shared experience can strengthen bonds within the team and also make the brand more relatable on public-facing platforms.

Simple Steps to Measure Success

To ensure your personal branding strategy is truly effective, it’s important to have metrics to evaluate its results. Here are some ways to measure success:

• Audience Growth: Track increases in followers and engagement on your company’s platforms.
• Client Acquisition: Monitor instances where new clients come in through personal recommendations from employees.
• Brand Mentions: Analyze the frequency of mentions of your company on social media, particularly those linked to employees’ personal stories.
• Referral Programs and Candidate Recommendations: This is an excellent indicator of your employees’ trust in the company. At Growe, we place a strong emphasis on this.

These metrics will help you identify which tools are most effective and refine your strategy for even greater impact.

Risks and How to Mitigate Them

While working with personal brands offers significant advantages, it’s essential to be mindful of potential risks and plan mitigation strategies in advance:

• Reputation Risks: Public missteps by employees can harm the company’s brand.
• Solution: Provide training on public speaking and proper conduct in social media spaces.
• Departure of Key Employees: Losing a prominent personality could weaken the company’s influence.
• Solution: Develop multiple brand ambassadors to reduce dependency on any single individual.
• Imbalance Among Employees: Over-prioritizing “star employees” may demotivate others.
• Solution: Create equal opportunities for all employees by encouraging participation and valuing diverse contributions.

Emphasizing Leadership

Company leaders play a pivotal role in shaping the corporate brand. They set the tone and inspire employees by example. While being a PR expert isn’t necessary, actively sharing insights, participating in industry discussions, and encouraging employees to tell their own stories can make a significant impact.

Adapting to Local Nuances and Global Markets

When working with personal brands across local and international markets, cultural differences must be considered. In some countries, an emphasis on personality might be seen as a sign of leadership, while in others, it could come across as arrogance. To achieve success, adapt your strategy to align with each audience, ensuring that your employees and brand resonate on the right wavelength with customers.

Training Programs: The Path to Excellence

It’s unrealistic to expect every employee to naturally become a star brand ambassador without proper preparation. Training programs can help unlock each individual’s potential:

• Content Creation Workshops: Teach employees to craft engaging posts and share meaningful stories.
• Public Speaking Training: Build employees’ confidence in speaking before audiences.
• Mentorship Programs: Develop systems where experienced team members share their knowledge with newcomers.

At Growe, we’ve established a dedicated Growe University that provides a full-cycle approach to leadership and management development. Public speaking is given special attention in this program, ensuring employees are equipped to excel in representing both their personal and corporate brands.

Now that you have the tools and examples, it’s time to take action. Try implementing even one of these strategies in your company, and you’ll see how it transforms not just the perception of your brand but also the internal team dynamics. Remember, every employee’s personal brand is not just a way for them to shine — it’s a powerful lever for advancing your company’s brand as a whole.