In the new era of social networks, employees are the new face(s) of corporate culture. Personal Branding is being taken seriously by employers and is a better way towards growth for both the employer and employee.
Routine Jobs are OUT and Automations are IN
Grid structure is OUT Fluid Layout is IN
Waterfall model is OUT Agile Methodology is IN
Company Code is OUT and Corporate Culture is IN
2013 has been an eventful year for some of the big brands, namely the impact of senior execs and their personal brands on the corporate brand. Some of the biggest and most influential have become bigger with the linked in Influencer program. Call it an ode to the power of personal brands and social media platforms. Gone are the days when senior management teams were faceless individuals reserved for closed-door shareholder meetings or new product launches. Today consumers not only know who’s running the show, they are up to speed with their opinions in real-time.
Why? How? What’s the impact?
Why are corporates giving more and more importance to the personal brand?
The livelihood of companies in this modern world is dependent on its ability to continuously innovate and adapt. Both factors are a direct result of the aptitude and attitude of its employees. i.e. the intellectual asset. The theory is demonstrated when companies and corporations seek to hire public facing high-profile executives pre-equipped with strong personal brands.
If a brand was once considered to be a ‘promise delivered’, the definition has moved with the times to one influenced by a hyper-connected world. Today a Brand results from a set of associations and perceptions in people’s minds based on the content they come across. A Brand is no one particular thing; it’s a net result.
This empowerment is changing the work culture by reducing conformity and promoting innovation.
Conformity: The arch nemesis of innovation. “One of many” yields in no unique contribution and a lack of creative output. Corporate cultures that fall in this category value standardization, control and a well defined structure.
Innovation: Diversity breeds learning. The flexibility in approach gives room for creativity. Personal branding highlights the unique attributes of an individual in the delivery of company objectives. Mangers are redundant. A flat system of hierarchy is preferred with each individual motivated to manage their own brand with their actions and achievements.
Personality encourages Contribution
Contribution leads to Engagement
Engagement adds Business Value
A powerful personal brand generates leads, referrals and connections, engages the right conversations, and opens doors. Bringing Publicity & Visibility, Building Organizational Credibility, Expanding Influence and Increasing Engagement Levels.
Personal brands aggregate to Corporate brands!
So, should it be the role of the Company to manage the personal brands of their key executives? The benefits of clear, consistent and unified brand messaging vs. the potential ramifications of untethered personal brands. This may be a consideration for the hiring or training process for companies seeking to maintain brand integrity and dollar value. There may also be benefit to a form of valuation around the ownership of a personal brand when attached to a company. The formula used to determine the value of a personal brand may soon be the same as for the big brands
Shivam is Founder and Chief Strategist @ Arbunize developing DIY solutions for personal branding. Try our 8 step branding exercise to create an urban online identity. His urban identity page – shivam.dhawan.biz