Branding14 May 2024

The Power of Personal Branding to Amplify your Corporate Brand Reputation

As a B2B marketing expert who has collaborated with over 50 leaders, I've seen a clear pattern: those who align their personal brands with their corporate brand do so because they are in environments where their personal values and the company's values resonate. By adopting and actively promoting the language and values of their companies, these leaders not only reinforce the corporate brand but also amplify their own credibility and visibility. This strategic alignment helps them stand out significantly in their industries, driving both personal and corporate success.

Why investing in your personal brand isn’t just smart - it’s essential

Personal branding is more than self-promotion; it's self-expression. It's about clearly articulating your unique value and vision in a way that resonates beyond the boardroom. Whether you're an emerging leader or on the executive team, your personal brand conveys your core professional values and principles even before you say a word.

It's about authentically, consistently and powerfully showing up—ensuring that your professional persona is felt across your company and your industry; attracting the right opportunities and building meaningful connections.

Remember, in today’s digital age, your personal brand is always on. It amplifies your influence, establishes credibility and helps you connect. So, whether you’re aiming for the top or looking to pivot, a strong personal brand is your key to thriving in the competitive business landscape.

How your personal brand boosts the Customer Value Proposition (CVP)

The CVP revolves around the promises you make to your customers. When leaders incorporate their personal brand into these promises, the result is enhanced reliability, trust and consistency—key attributes to drive customer satisfaction and loyalty. When a customer is choosing between two companies; they are more likely to choose the one led by someone whose personal integrity and commitment are clear and compelling. Your personal brand, aligned with your company’s values, authentically represents more than yourself—it enhances your company’s reputation and relatability.

Elevating the Employer Value Proposition (EVP) with your personal brand

For leaders, your personal brand can positively influence how your company's EVP is received. When informal and formal leadership messaging aligns with the EVP, it creates a lived and genuine experience rather than just corporate rhetoric. Your engagement via personal brand doesn't just polish your image; it cultivates a authentic company culture that resonates with current and potential employees alike. This approach enriches your company culture, making it a place where employees feel more connected and valued.

In a competitive job market, a reputable personal brand is a game-changer. It attracts professionals who prioritise working with leaders known for their integrity and vision. Your personal brand acts like a magnet, attracting talent that drives your company forward.

The strategic impact of personal branding in business growth

Personal branding goes beyond individual achievement; it has a role in driving business growth and innovation. Leaders who effectively manage their personal brands contribute to a culture of transparency and accountability within their organisations. By setting a standard for personal excellence and engagement, these leaders inspire their teams to strive for higher performance and creativity, which in turn fuels organisational success.

Leadership and personal branding: Australian icons

Leadership is about more than making strategic decisions; it's about inspiring and motivating. Australian leaders like Mike Cannon-Brookes, co-founder of Atlassian, and Melanie Perkins, co-founder and CEO of Canva, exemplify this. Mike is celebrated for his progressive leadership and commitment to responsible technology and environmental advocacy, aligning his personal values with Atlassian's corporate mission to enhance trust and innovation within his company. Melanie has not only revolutionised graphic design through Canva but her transparent and approachable leadership style has fostered a culture of creativity and openness, propelling Canva into a global powerhouse and attracting top talent around the world.

Case study: elevating leadership in sustainability

The transformation of a leader in the sustainability sector was a example of personal branding where I played a pivotal role. My involvement began with recognising her potential and understanding the opportunities and tactics that we could use to refine her communication. Working closely, we set out a plan tailored to her role, experience and scope within the company, to establish her as the Environmental, Social, and Governance (ESG) spokesperson and thought leader. The process involved media training and enhancement of her social media profiles to better reflect her focus on sustainability. This not only clarified her messaging but also aligned her communications more consistently with her beliefs and professional goals.

The transformation was not just external; the internal implications were an enhanced profile and clear messaging that led to increased engagement with the executive team, board members and other teams. She was able to effectively advocate for sustainability initiatives, influencing strategic decisions and policies. This heightened engagement helped this leader drive significant changes and resulted in the company undertaking industry-first ESG projects.

She began to receive invitations to major conferences, where she could share her expertise and insights, significantly enhancing her role within the industry. My role was to provide clear, straightforward guidance and support, helping her to project a personal brand that resonates with her values and professional aspirations.


Personal branding is a strategic asset in today’s corporate world, essential for anyone aiming to influence, lead and inspire. By nurturing your personal brand, you enhance your visibility and your ability to lead effectively and authentically.

Three key steps to kickstart your personal branding journey
  1. 1. Define your unique value proposition: What sets you apart? Align this with your professional goals and your company’s values and value propositions.
  2. 2. Engage consistently on social media: Share insights, contribute to discussions and highlight your expertise.
  3. 3. Network strategically and authentically: Focus on genuine engagement and offering value, crucial for building a strong network.

Investing in your personal brand is about creating a dynamic, authentic and influential presence that resonates wherever you go.

Article by Jocelyn Robinson
Jocelyn blends strategic marketing insight with a passion for language to enhance personal and corporate brands. As a marketing consultant, she excels in connecting leaders to their authentic selves. Outside of work, she enjoys mountain biking away from the city or delving into its vibrant comedy, art and theatre scene.