Brand is not a buzzword – it’s an essential and profitable characteristic of business that needs to be developed with care and attention. How we communicate with each other is intrinsic to how we are perceived, whether that be by family, friends or colleagues.
One professional who knows this better than most is Deborah Lee, Social Media Branding Specialist and Founding Executive Director at The Personal Brand Academy. She spoke to us about the impact the EU referendum has had on personal executive branding, and gave us her top tips on how you can revamp your career goals.
What social media and branding issues have you seen executives suffer following Brexit?
“Once the result of the referendum was known, the conversation needed to shift to ‘how do we steer our ship through this?’ Sadly, many chose to continue to argue their personal views on leaving or remaining, but the opportunities for personal brand-building didn’t lie there. Bearing in mind that at times of perceived crisis people are looking for reassuring leaders to take the helm, what was and is now needed is solutions and ideas.”
How essential is personal brand to an executive?
“If creating a solid reputation is important, then personal branding cannot be ignored. Thanks to social media, there is a gilt-edged opportunity for executives to establish a credible and authoritative presence online, but it needs to be treated in a considered way as one would a press conference or TV interview.