The power of personal branding: Why every leader needs one

By Margaret Casandra CATO

In today’s hyper-connected, experience-driven economy, a company’s brand is no longer its only source of influence.

Increasingly, people want to know the faces behind the organization, who they are, what they stand for, and how they lead. That’s where personal branding comes in.

Personal branding is not self-promotion. It is the intentional effort to shape how you are perceived by colleagues, clients, stakeholders, and even competitors.

For leaders in business, government, or civil society, personal branding is now a critical asset.

It builds credibility, trust, and visibility. And in a world where trust in institutions is declining, strong personal brands are becoming more powerful than corporate logos.

So, why should every leader from Chief Executive Officers, Managing Directors, Departmental heads and Rising professionals invest in their personal brand? And how can one do it authentically?

 People trust people, not just institutions

The global Edelman Trust Barometer consistently finds that people trust individuals particularly “people like me” more than large organizations. In fact, audiences often engage with a leader’s voice more than with the brand they represent.

When people see the leader, they see the brand. That’s why personal branding isn’t optional -it’s essential.

 In a crowded market, personal brand sets you apart

As industries become increasingly competitive, credentials and experience alone no longer guarantee leadership influence. What differentiates you is not just what you do but how you do it, what you stand for, and how people remember you.

Your personal brand helps answer the key question: “Why you?”

Imagine a CEO known for transparency and approachability. Or a legal expert recognized not only for expertise but also for demystifying complex regulations on LinkedIn. Or a public health leader who regularly shares useful insights, human stories, and community engagement tips online.

These are examples of branding at work. The goal isn’t perfection but rather, it’s clarity and consistency. It’s about becoming the go-to authority in your space not just a job title on a business card.

 Personal branding builds influence and legacy

One of the most overlooked aspects of personal branding is its power to shape long-term legacy.

For seasoned professionals, personal branding can open new doors — whether that’s a seat on a board, media interviews, speaking engagements, or policy advisory roles. Your brand becomes a form of leadership capital. It gives people a reason to follow you even after you change roles or industries.

Locally, professionals who consistently invest in personal branding often become thought leaders in sectors like fintech, agribusiness, healthcare, and education — shaping industry conversations through articles, podcasts, panels, and mentorship.

 Aligning the personal and the professional

A common concern among leaders is: “Won’t a personal brand conflict with the company brand?”

The answer: Not if done right.

In fact, when aligned with corporate values, a personal brand strengthens the overall brand identity. It makes the organization more relatable and human. It puts values into practice.

For instance, a CFO who regularly shares content about ethical leadership amplifies the firm’s integrity positioning. A customer care executive who engages positively online enhances the company’s service promise. A founder who champions diversity and equity gives life to the brand’s inclusivity mission.

The key is authentic alignment. Your personal brand should reflect your personality, your values, and your leadership style, not just your job description.

 How to start building your personal brand

Building a personal brand is not about curating a perfect image. It’s about owning your story, sharing your expertise, and being intentional with your voice.

Here are a few practical steps:

Clarify your core message: What do you stand for? What are you known for? What values guide your leadership?

Audit your online presence: Ensure your digital footprint from LinkedIn to public speaking reflects your personal brand.

Be visible consistently: Write articles, speak at forums, comment on industry issues, mentor others. Visibility is not vanity it’s influence.

Tell your story: Share your journey, not just your successes. People connect with realness and resilience.

Stay authentic: Don’t try to copy others. The power of a personal brand lies in being distinct, not perfect.

Remember, your brand already exists, it’s what people say about you when you leave the room. The goal is to shape it, not fabricate it.

Conclusion: Leadership Today Demands Identity, Not Just Authority

In the age of transparency, trust, and information overload, people follow people — not just titles or companies. That’s why personal branding has become one of the most valuable tools in a leader’s arsenal.

Whether you’re a CEO, Managing Director or a rising team leader, your personal brand helps you communicate your vision, values, and voice — internally and externally. It builds influence, earns trust, and cements your legacy in a way that no logo or tagline ever could.

So, invest in it. Nurture it. Own it.

Because in today’s world, leadership without a personal brand is a story left untold and a voice left unheard.

The writer is A Chartered Marketer, a Full Member of the Chartered Institute of Marketing, Ghana and a Marketing and Communications Professional.

Email: [email protected]

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