Building Your Personal Leadership Brand

Aug 20, 2017 | Articles

Why do we use branding?

Branding helps us easily recognize a product or service. With the vast array of companies trying to sell to us, we can often get overwhelmed. Branding can allow people to become familiar with their products. Picking a company who we know and trust can help us short cut through the arduous decision-making process of buying/shopping.

Branding has evolved throughout the years, and is now just as applicable to services as it is to products. However, in the past decade, a new approach to branding has occurred.

Personal branding

Personal Branding is huge. For example, have a look at the technology industry. Bill Gates, Cheryl Sandberg and Elon Musk are as well-known as the companies they are associated with.

The science

Analysing and de-constructing a brand is a complicated process. However, there is a strong case of combining specific components that can create a powerful impact together.

Brand DNA is broken down as:


Your values are your core that underpin your brand. Values consist of:

  • Your Purpose: Why are you in business?
  • Your Beliefs: What are your views and convictions?
  • Your Principles: What will you/do you stand for?


Capabilities are very similar to the Unique Selling Point (USP) of your product or service. Capabilities are the sum of what you can do, and why that is important.

To check your capabilities, ask yourself:

  • What do I do?
  • What do I do well?
  • How am I different?


Courage is the realisation of potential. With your capabilities, courage may remain undiscovered. However, just knowing what you are capable of doesn’t ensure that you will achieve that. Courage is the driving force that enables your plans (capabilities) to be achieved.


The central part of building a strong brand is consistency; does your performance live up to your promises? People come to depend on how you behave and you start to build trust in your capabilities as a leader.

Make it happen

Creating your own leadership brand can take effort, time, and perseverance. It can be a personal challenge, and may force you to address areas of your development you would rather avoid.

However, if you succeed, then you will see great rewards, developing a strong leadership brand allows colleagues and others to develop a connection with you and your style of leadership. People love working with leaders who have strong brands – they know what they are getting. So, find your strapline and build your brand!

If you need any help, get in touch.