The power of personal branding: a catalyst for business development

Two fields

The Chartered Institute of Marketing (CIM) defines marketing as: “The management process responsible for identifying, anticipating, and satisfying customer requirements profitably”.

On the other hand, the Chartered Institute of Personnel and Development (CIPD) defines Learning & Development (L&D) as follows:

“Learning and development is about creating the right culture and environment for individuals and organisations to learn and grow. It's knowing the current and future capability needs of the organisation, as well as how to create a learning culture that drives engagement in ongoing professional development”. 

Two fields, two distinct directions, yet the characteristics of both – along with the skills of marketing experts and L&D professionals – can complement each other remarkably well. 

Marketing is grounded in being attuned to the needs of the customer or client. L&D is focused on the strategic creation of a corporate culture for the benefit of the individual and organisation. 

New blend

By taking the best elements of both marketing and L&D, and mixing them vigorously, we are able to decanter a piping hot blend that bears all the hallmarks of effective personal branding. 

Used correctly and effectively, personal brand management can lead not only to improved employee appreciation, but also to improved employee motivation and improved organisational performance.

Unsurprisingly, the seven key factors that combine to create an effective personal brand, as posited by Jill Hauwiller of Forbes, are all valuable components in creating a powerful company marketing and communication policy, and are incredibly useful in promoting learning, personal development, and organisational transparency. 

Seven factors to build an effective personal brand

1. Purpose: Who are you and why are you here?
   
   
2. Values: What is important to you?
   
   
3. Authenticity: How do you wish to be perceived?
   
   
4. Strengths: Where does your excellence lie?
   
   
5. Energy: When is your energy at its maximum?
   
   
6. Legacy: What do you wish to leave behind?
   
   
7. Taking ownership: How does what you do align with how you are perceived?

Implemented respectfully and across the board, great personal branding can become an integral part of every successful company’s employee experience. Employees can become torchbearers for the company’s values and, operating within our socially-networked world, this can improve communication, strengthen key networks, and build long-term relations – three fundamentally important factors in effective business development.

Raf Uzar focuses on firm-wide communication and marketing. He is a member of the UK's Chartered Institute of Marketing and supports the team at Penteris in his role as Head of Marketing, Communication and Development.