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97Maike Dietz is a career coach and HR consultant and worked for Daimler for more than 7 years. After studying business administration, she worked for Daimler-Benz AG in Stuttgart for seven years, and in 1995 she switched to a large international HR consultancy. Maike Dietz has been a freelance personnel consultant for 17 years. As a management coach, she looks after companies and private clients and also works as a career coach.

From the leader to the brand: 3 steps to personal branding

Company Do it all over the world because it pays off: you create brands. They create something unmistakable, a complex mix of messages and values.

Personal Branding01

Use the image in the head

If you are reading this, you are in the process of running an organization. This is an enormous responsibility, and it requires us not only to be employees, but also employees of our organizations.

Fact: Each of us has certain images in our head when we think of our colleagues and superiors - and vice versa, we evoke such images. It's just that we don't care enough about what other people think of us; we're used to presenting ourselves in certain situations, such as in an interview. Our image is constantly being reformed in the minds of others. Every encounter, every success and every conversation flows into it. We should use that.

Personal branding and good leadership: what does that actually mean?

There are many books on leadership, but few books on the specific subject of personal branding. Why actually? Because leadership is so much more than just being an effective leader. It's something much bigger - something much more convincing. It's about the ability to drive success in your world.

Leadership and personal branding isn't just about all of the great things you'll do for your organization or business. It's also about all of the things you do to build your personal brand. Many still think that personal branding is all about building your online presence on social media. Often it is much more about managing your online presence in the best possible way.

The ingredients for a successful leadership brand

To build a successful leadership brand, you need to have certain qualities, traits, skills and experience. These are the ingredients that will make you a leader that others will follow, admire and respect.

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However, these aren't the only ingredients required to become a leader. You must also cultivate human qualities in order to become a leader who is worth following, admired, and respected.

From man to brand?

The three ingredients of a brand are: utility, quality and image. The idea of ​​bringing man and the brand into context, many of them still need to get used to.

This is not about self-promotion, which promises more than it can hold. Rather, it is important to find out which personality traits can be combined into a message, which then also reminds others and creates trust.

3 Steps to Personal Branding

A brand consists of three characteristics:

  1. It classically promises a benefit,
  2. a certain quality level and
  3. also transports an image.

A Coca-Cola quenches the thirst, tastes the same all over the world and fresh looks somehow casual.

Competence, know-how and personal strengths

Transferred to the professional world, the professional and personal competencies of a person correspond to the benefits of their brand - depending on the position in different weighting. The specific knowledge, the experience and the ability to use both appropriately in every situation define the personal level of quality.

For the image it is necessary that the environment firmly links the benefit and quality with the personality. Depending on the background, the image can be highly professional (e.g. the expert for the industry xy or for transfer pricing ...), focus more on personal skills (e.g. the diplomat) or both in combination (e.g. the top sales person). Ultimately, all of these factors merge into a personality brand.

Create a better manager through your personal brand

In conclusion, if you create a strong personal brand, you can become a better leader. With the new Leadership brand, you can build trust in your employees very quickly and then establish yourself as an authority in your company.

Executives who focus on their personal brand can make a valuable contribution, not just for the company, but for the entire industry. Leadership is a personal brand!

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3 responses to "From executive to brand: 3 steps to personal branding"

  1. Andrea Hartenberg says:

    Personal branding is such an incredibly important topic, so thank you for your contribution

  2. Sebastian says:

    But how do I become a brand myself now?

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