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The role of your personal brand as an Executive

07/06/18 Andy Raymond Director, Redline Executive

In today’s interconnected digital world, every C and D level executive has a personal brand whether they know it or not. A 'personal brand' is the collection of values, experiences and associations that people attach to you. In short, it is what peers and business associates think about you when they hear your name mentioned. Everyone has a personal brand, but now more than ever business leaders and CIOs are investing time and effort in shaping what that brand actually is and raising its awareness amongst target audiences such as senior management, industry peers and potential employers - much like the marketing department does with the product.

When you are credible and inspiring, the people you collaborate with will buy into your ideas and are more open to communication. This leads to further connections and strengthens your personal brand.

Stakeholder involvement has paramount importance for personal branding. Individuals assess the value of other people’s brands in terms of the brand authenticity, uniqueness and identification, communication, as well as on the basis of the perceived personal benefits.

Andy Raymond, Redline Executive Director discusses further: “At Redline Executive, we believe it is important for all executives to own their image and develop it as a tool they can use to grow professionally. The quantity and perceived quality of communication around personal brands is even more vital in the digital world we live in today. As a manager of your personal brand, this means that the calibre of your profile is determined by several factors:

  • The communication you produce and deliver
  • The interplays this communication leads to
  • The perceived benefit to the audience (receiver)

Keeping your personal brand alive means feeding it relevant and quality material consistently. It has an outside-in perspective. It is not only about your output, it is also about the input of your stakeholders.

The success of a personal brand is based on the individuals’ ability to deliver value to others and to evoke positive reactions among them. Individuals need to acknowledge that personal branding is an on-going process of interaction, the effectiveness of which requires time and effort—not only in continuous self-development but also in compelling and credible communication.

In theory, good personal branding can help improve your ability to deliver within your current executive role and make the transition to your next executive role easier. Executives have typically considered their c-level personal branding as being associated with and representing the company they work for. However, the notion has shifted into marketing yourself as a person rather than as a part of a company.

Here are a few ways executive personal branding affects your executive career:

Establish yourself as an Expert

When you focus on c-level personal branding you can establish yourself as an expert in a particular industry, rather than for a specific company. Portraying yourself as the go-to executive for many different issues can be very valuable for your career. People need someone to rely on, and if you have the expertise, branding yourself as the person they can rely on can define you in that way.

Link your digital brand with your personal brand

You could be hurting yourself if the person you say you are online does not match the person you are in reality. When you optimise your LinkedIn profile, don’t just write things to make yourself sound good. People will read your LinkedIn profile and have a general perception about you. That perception has to come close to matching in reality, so be sure the two are linked closely and accurately.

Become and executive thought leader

A thought leader is an individual who is recognised as authoritative and an influencer. Thought leaders are recognised by others as such because of the value they bring to a subject or industry. When preparing yourself to be viewed as a thought leader, focus on what you are passionate about in terms of the industry you serve. Focusing on your passions will ensure you have enough material to fuel your brand. Thought leadership includes intentional writing and speaking opportunities where you can bring experience and credibility to a topic.

Redline Executive offer an extensive portfolio of executive search services and provide thorough insight and support to your strategic recruitment planning. To have a confidential discussion, please call Andy Raymond – Head of Executive Search on +44 (0)203 131 0019 or email