Felicity Stokes discusses the importance of elevating agency success, differentiation and industry impact through personal branding
In the ever-evolving field of marketing and communications, millions of dollars are being spent on branding, and yet industry professionals are failing to heed their own expertise towards their personal brand. As culture plays a crucial role in a company’s profitability, and the ability to differentiate between communications and media agencies is paramount for success, the power of personal branding remains untapped.
In today’s highly competitive market, consumers and talent seek leaders who embody a company’s essence. Think of the following words, Telsa, Virgin Atlantic and Skims. What comes to mind? For many of you, you would have seen Elon Musk over the car, Richard Branson over an aeroplane and, for some, Kim Kardashian over the flesh-coloured, seamless underwear brand worth USD 1.6 billion. Their values and personalities permeate their products, while their impact extends beyond ideas and brilliance, profoundly shaping company culture. Research reveals that highly regarded CEOs are statistically linked to companies with exceptional cultures. We also know that a strong company culture directly contributes to profitability.
The competition between communications and media agencies is fierce, and thus, there needs to be a great weight on differentiation. While tech and tools develop and each top agency is providing the best-in-class innovations, it is the talent that sets them apart as the clear distinguisher. How can a communications agency place more emphasis on its talent? By leveraging the personal branding of top leaders and ensuring that talent across the company is showcased through media and events.
Leaders who invest in cultivating their personal brands not only enhance their individual recognition but also contribute to the growth and success of their agencies. A well-established personal brand signifies transparency, authenticity, and accountability, instilling trust in clients and stakeholders.
Trust becomes the keyword that intertwines these elements. When a brand seeks a new agency to represent them, wouldn’t the agency with a leader who is visible, transparent, and actively engages with the industry have the upper hand? Moreover, imagine the advantage of a potential client already being acquainted through press, events and the industry landscape with the CEO or leader of an agency before even entering a pitch.
By embodying the values and vision of their agencies, leaders become the face of their business, resonating with people, and attracting clients who align with their personal brand. Furthermore, personal branding fosters a strong company culture, which, as mentioned earlier, directly impacts profitability and employee satisfaction.
While tools and technology can reach innovative heights across marketing agencies, talent and leadership make the difference. A leader’s personal brand can elevate the agency’s profile and attract clients who resonate.
To achieve scalable impact, implementing small changes can go a long way:
Cultivate a strong online presence by strategically leveraging social media platforms, particularly LinkedIn.
Develop specialized content areas that align with your personal passions while reinforcing your agency’s positioning and performance. This strategic approach will help you establish yourself as an expert in your field.
Participate in speaking engagements and contribute written content that is specifically tailored to your content niches. However, exercise selectivity when choosing the right platforms and timing to maximize the impact and relevance of your contributions to your professional profile.
Foster an open and collaborative environment that ripple effects your key messages through the company.
Be conscious of how you present yourself both at work and in your personal life. Remember, you are always representing your brand.
Lead by example, acknowledging the responsibility to inspire those around you and recognizing the eyes that look up to you.
Regularly conduct personal brand audits to evaluate your progress and identify areas for improvement. Continuously reinvent your personal brand to remain relevant and forward-thinking.
Give your marketing team a focus on the personal brands of your leadership team and not solely on the agency’s marketing efforts.
A good personal brand inherently provides leaders with credibility, and empowers them to differentiate themselves, expand their networks, adapt to changes, and advance their careers. It is an essential asset in the competitive media and marketing world, helping leaders gain trust and to connect with their target audience and achieve long term success.
As Tom Peters once said in Fast Company, “We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
Written by Felicity Stokes, Regional Director of Marketing and Communications at IPG Mediabrands