A large number of business or buying decisions are made on the basis of personal brand value, and not just the rational factors behind it. Several professionals, who are on the front lines of business development or other transactional interpersonal interactions, would agree that it is not just the value of their organisations’ brand, but also their own that plays a role in the success of these transactions.
In fact rightly positioning your personal brand can have several advantages for you and those around you. In the 2014 Indian General Elections, the current Prime Minister of India Narendra Modi led the election campaign charge for his party – the Bharatiya Janata Party. His personal brand equity – positioned firmly in the rhetoric of good governance and development – is credited as the underlying cause of victory of his 281 party-mates, and an eventual majority in the Indian Parliament. Maverick inventor and technology entrepreneur Elon Musk similarly lends the charisma of his tech prowess to the progressive efforts his companies.
(Related: Hugplomacy – Hard Push for Soft Power)
While these are absolute best case studies of personal brands being Midas’ touches, we find opportunities to hone and apply our personal brands to our endeavours and of those around us. Our organisations may even rely on us for it. Personal brands are built on a few pillars, some of which can be strengthened with focussed efforts:
(Related: Personal Branding – The S.M.A.R.T. Way)
While this is a broad overview, in an absolute way each individual will command a personal brand positioned in a certain way. Through gradual and sure investment of efforts, and continuous introspection one can direct the strength of their brand to fruition.