Corporate to Consulting: Personal Branding Strategies for Leaders
In today's fast-paced business landscape, personal branding is no longer a luxury; it's a necessity. For CEOs and executives transitioning from the corporate world to consulting and thought leadership, building a robust personal brand can be the key to unlocking business growth and success.
This blog post is based on an podcast episode discussion between myself, Prue Aja, personal brand coach and photographer, and Rochelle Moffitt, founder of Tickled Pink agency. We explore the essential elements of personal branding, its significance for CEOs and entrepreneurs, and practical strategies for leveraging social media, especially LinkedIn, to enhance your brand.
Whether you prefer to read the blog or listen to the podcast, you’ll gain valuable insights into:
Why Personal Branding is Crucial for Business Growth
Optimising Your LinkedIn Profile for Maximum Impact
Maintaining Authenticity in Your Online Presence
Strategies for Leveraging Social Media
Real-Life Examples and Research Insights
1. The Value of CEOs Building Their Personal Brand
Why Personal Branding is So Important:
Personal branding is essential because it helps you stand out in a crowded market. As a CEO or entrepreneur, your personal brand reflects your experience, expertise, and essence. It allows you to build trust and credibility with your audience, making it easier to attract clients, investors, and opportunities.
In the words of Rochelle Moffitt, "Personal branding is about showcasing the leader behind the business. It enhances trust and builds deeper connections with the audience." By sharing your journey, values, and insights, you create a relatable and authentic presence that resonates with people.
According to a study by Weber Shandwick, 45% of a company's reputation is attributable to its CEO's reputation. This underscores the significant impact a CEO's personal brand can have on the overall perception and success of the business.
"I once worked with a CEO who had a brilliant business concept but struggled to gain traction. Once he started sharing his personal story and vision on LinkedIn, he saw a significant increase in engagement and business inquiries," shares Prue Aja.
What Personal Branding Is Not:
It's important to understand what personal branding is not. Personal branding is not about creating a false persona or projecting an image that is not true to who you are. As Rochelle Moffitt emphasises, "Authenticity is key to building a genuine personal brand. Stay true to yourself and your values, and share real stories, including both successes and failures."
2. The Importance of Visibility and Storytelling on Social Media
Growing Your Personal Brand on LinkedIn:
LinkedIn is a powerful platform for building your personal brand. To grow your brand on LinkedIn, focus on optimising your profile, sharing valuable content, and engaging with your network.
Here are some practical tips:
Optimise Your Profile: Use a professional photo, write a compelling headline, and craft a detailed summary that highlights your expertise and achievements.
Share Valuable Content: Post regularly about industry trends, personal insights, and professional achievements. Sharing real stories and experiences can make your content more relatable and engaging.
Engage with Your Network: Comment on posts, join relevant groups, and participate in discussions to increase your visibility and build relationships.
Prue highlights the importance of storytelling, saying, "People are so intentional around where they're spending their money and they want to connect to the story." By sharing your personal journey and the story behind your brand, you can build a deeper connection with your audience.
LinkedIn reports that profiles with photos receive 21 times more profile views and 36 times more messages. This demonstrates the importance of having a well-optimized profile with a professional photo.
Engagement Tips.
Start Conversations: Share thought-provoking questions or industry insights to spark discussions.
Showcase your expertise: Write articles or posts that highlight your knowledge and experience.
Be Consistent: Regular updates keep your audience engaged and informed about your journey.
When I first started posting regularly on LinkedIn, I was nervous about how my content would be received. But by sharing authentic stories and insights, I quickly built a loyal following and saw a significant increase in business enquiries and bookings.
3. Transitioning from Corporate to Consulting with a Strong Personal Brand
Advice for New Consultants:
For those leaving the corporate world to start a consulting business, Rochelle suggests focusing on personal branding from the get-go. She recommends clearly defining your niche, showcasing your expertise through content, and leveraging your existing network to build credibility. It's important to communicate your unique value proposition and how you can help potential clients achieve their goals.
"When I transitioned to consulting, I focused on leveraging my network and sharing my expertise through content. This helped me build credibility and attract clients," Rochelle shares.
A survey by CareerBuilder found that 70% of employers use social media to screen candidates during the hiring process, and 43% use it to check on current employees. This highlights the importance of maintaining a strong, authentic presence online.
Personal branding is not about fabricating an image or persona. It’s about being genuine and showcasing your true self. Rochelle advises, “Your personal brand should be an authentic reflection of who you are. It's not about pretending to be someone you're not."
Challenges New Consultants Face:
Building Credibility: Establishing yourself as a credible consultant takes time and consistent effort.
Finding Clients: Attracting your first few clients can be challenging without a strong personal brand.
Managing Finances: Transitioning from a stable corporate salary to the variable income of consulting requires careful financial planning.
When I started my consulting business, I focused on building a strong personal brand to differentiate myself in the market as a photographer and personal brand coach. By sharing my journey and insights on LinkedIn, I was able to attract clients who resonated with my approach.
4. Maintaining Authenticity While Polishing Your Online Presence
How to Stay Authentic and True to Yourself:
Maintaining authenticity is crucial for a polished online presence. Rochelle advises, "Balance professional content with personal insights to keep your audience engaged and connected to the real you." Share real experiences and be honest about your journey. Authenticity fosters trust and helps you build a loyal following.
Sharing a challenge that your peers or potential clients might be facing that you have already been through creates a strong connection.
According to Sprout Social, 86% of consumers say authenticity is important when deciding what brands they like and support. This statistic reinforces the need for genuine and transparent communication.
Tips for Authenticity:
Share Real Stories: Talk about both your successes and challenges.
Be Consistent: Align: your online persona with your offline personality.
Engage Authentically: Respond to comments and messages as if you were talking to a friend or peer.
Common Mistakes to Avoid:
Over-Promoting: Constantly promoting your services can turn off your audience.
Lack of Interaction: Failing to engage with your audience can make you seem distant.
Inconsistency: Inconsistent messaging can confuse your audience and weaken your brand.
“Authenticity is about showing up as your true self. People can tell when you’re being genuine, and it builds stronger connections,” says Rochelle.
5. Practical Strategies for Leveraging Social Media
How to Manage and Optimise Social Media Profiles:
Optimising your social media profiles is essential for visibility and engagement.
Here are some strategies:
Professional Photos and Consistent Branding: Use high-quality professional photos and maintain consistent branding across all platforms, this allows oyu to be memorable and recognisable.
Regular Posting and Interaction: Post regularly and engage with your audience by responding to comments and participating in discussions.
Utilise Different Content Formats: Experiment with different content formats like videos, polls, and carousels (PDF’s for LinkedIn) to keep your content dynamic and engaging.
How Building a Personal Brand Can Bring New Opportunities and Growth:
Building a strong personal brand opens up numerous opportunities for professional growth. Rochelle shares, "By leveraging your personal brand, you can attract new clients, speaking engagements, and media opportunities." A well-established personal brand can also lead to partnerships and collaborations that drive business growth.
A LinkedIn survey found that 56% of professionals believe that a personal brand can help them land a job, and 53% say it can help them gain more recognition in their industry.
"Opportunity dances with those already on the dance floor."
Being visible, authentic, and ready to seize opportunities as they arise.
Practical Tips for LinkedIn:
Create a Content Calendar: Plan your posts in advance to maintain consistency.
Leverage LinkedIn Features: Use features like LinkedIn Articles, LinkedIn Live, and polls to engage your audience.
Network Strategically: Connect with industry leaders and engage with their content to increase your visibility.
Conclusion
Personal branding is a powerful tool for CEOs, executives and entrepreneurs. By focusing on authenticity, visibility, and strategic use of social media, you can build a personal brand that not only enhances your professional image but also drives business success.
Ready to elevate your personal brand and unlock new business opportunities? Work with me as your Personal Branding Coach to develop a powerful, authentic brand through coaching and mentoring. Whether you're looking to reinvent yourself at one of my exclusive Personal Brand Transformation Retreats or seeking one-on-one coaching, I'm here to help you every step of the way.
Listen to the latest episode of the Seen & Heard Podcast with Rochelle Moffitt
