As a leadership coach and business consultant, I am always on the lookout for the most effective resources that I can find so that I can help my clients with their leadership development and business strategies. Recently I picked up The Brand Mapping Strategy: Design, Build and Accelerate Your Brand by Karen Leland. Leland, the founder of Sterling Marketing Group, is a branding and marketing strategist who works with entrepreneurs and executives around the world to build stronger personal, team and business brands.
Mistake #1. Failing to create a personal brand on purpose. Leland says that many leaders still don't get that in today's world, a personal brand can be just as important as a business brand. Leland says that one Burson-Marsteller study, reported that 48 percent of a company's reputation can be attributed to the standing of its CEO. For this reason alone, leaders have the responsibility to build a parallel brand that complements, not conflicts with, their business brand. According to Leland, the key is for leaders to create their personal brand by design--rather than by default. This requires moving beyond basic reputation management, to strategic personal brand management.
Mistake #2. Mistaking an elevator pitch for a personal brand. The typical personal brand elevator pitch is meant to convey who a leader is in a few sentences. While useful to have, this is just the tip of the personal branding iceberg.