Branding is a powerful tool that goes far beyond taglines and logos. It empowers businesses and individuals alike to create a clear and memorable presence in any space.
To put it plainly: Your brand is your ticket to getting noticed and being remembered.
Now, there are a few different types of branding for individuals. While personal branding is one of the most popular and widely discussed, there’s another kind of branding that’s often underrated and overlooked: leadership branding.
Understanding what each entail and the ways in which they overlap is the key to harnessing their power to shape perceptions and stand out amongst the crowd.
What Is a Personal Brand?
A personal brand is defined as the sum of perceptions others associate with you as an individual based on the skills, values, expertise and personality you demonstrate.
The keyword here is demonstrate.
You have the ability to pick and choose what you reveal about yourself to others. This, ultimately, can shape how others perceive you.
Let’s say, for instance, that you want the public to see you as an expert on artificial intelligence. You could demonstrate thought leadership by publishing insightful, educational content about AI. As a result, people may start to view you as an authority on the topic.
It’s all in how you present yourself. If you want to project a certain image, you have to be intentional in how you show up. Something as simple as the clothes you choose to wear can do the trick. Think of Steve Jobs and his iconic black turtleneck. His outfit made him easily distinguishable and helped him leave a certain impression.
Remember, your personal brand is your opportunity to sway public perception and gain the reputation you want to be known for.
What Is a Leadership Brand?
A leadership brand is defined as the sum of perceptions others associate with your leadership based on the behaviors, interactions, communication and decisions you demonstrate.
Unlike your personal brand, your leadership brand only focuses on how you’re perceived as a leader. But, like a personal brand, you have the power to influence that perception of you.
Say you want your followers to view you as an empathetic leader, for example. Demonstrating active listening and emotional support could inspire your team to view you in a more compassionate light.
However you want to be perceived as a leader, intentionally and strategically building your leadership brand can do wonders in getting you there.
Key Distinctions Between the Two
While both your leadership brand and your personal brand are designed to showcase your identity, there are a few differences between the two:
The main difference between a leadership brand and a personal brand is that a leadership brand only represents how you’re viewed as a leader while a personal brand represents how you’re viewed as an entire individual.
However, because your personal brand is representative of your entire identity, your leadership brand is actually considered to be a subset of your personal brand.
Your professional identity plays a substantial role in your overall identity as a person. Think about it: When introduced to a stranger, one of the first questions they ask is, “What do you do for work?”
It’s important to keep this in mind when crafting your personal or leadership brand. How you show up as a leader can affect how you’re viewed as an individual.
The Secret to Success: Building Both
Your leadership brand is so interconnected to your personal brand that aligning the two could actually strengthen both. Having your leadership brand and your personal brand reflect one another can be incredibly advantageous, allowing you to:
· Demonstrate Authenticity
If you prove that your leadership isn’t an act, but rather an extension of who you are, you’ll appear much more genuine and relatable
· Build Trust
Showing who you are in your personal life matches who you are in your professional life creates a consistency that people can trust
· Enhance Your Relationships
You’re not just a leader, you’re a human being. When others can see your humanity, they’ll feel much more comfortable connecting with you on that level
· Craft a Well-Rounded Reputation
With little to no discrepancies between your personal and professional reputations, others will see a comprehensive, cohesive image of who you are
· Improve Decision-Making
Staying true to your values, in and outside of the office, makes it easier for you to know what you want. From there, you’ll know what decisions you need to make to get there
· Attract More Opportunities
Unifying your personal and professional identities can help you attract the right kind of people and the right kind of work for you
On their own, your personal brand and your leadership brand give you the opportunity to define your identity, establish your credibility and cultivate your ideal reputation. But together, they can combine your personal charm with your professional ambition to position you as a powerful, competent and trustworthy leader.
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