Author: Elise Mitchell / Source: Entrepreneur No one does personal branding better than Lady Gaga. Her Super Bowl halftime performance, wh
No one does personal branding better than Lady Gaga. Her Super Bowl halftime performance, while not as brazenly political as some would have expected, still showcased everything that helped build her rabid fan base: outrageous costumes, magnetic stage presence, breathtaking vocals and a dash of social commentary.
As a strategic communications professional and business leader with more than 20 years of experience, I’ve come to appreciate the importance of curating a strong personal brand — particularly when you’re still in startup mode.
Often, we associate personal branding with blatant self-promotion, and yes, it’s a great way to build up your reputation as an industry leader, but it’s so much more than that. Your personal brand encompasses the offerings you deliver; the assortment of values you advocate for; and the unique resources, skills and knowledge you bring to the table. A well-crafted one can help you gain a competitive edge and boost brand equity, and it can even act as a highly valuable recruitment tool.
The question is this: How can you tap into your personal brand to attract and retain like-minded innovators who will power your budding business?
1. Foster a genuine personal brand that people want to rally around.
Though you probably don’t have the high visibility of Lady Gaga, you are the face of your startup, and, especially in the beginning of your business’s life, your personal brand and your company brand will likely be one and the same. When you can project an authentic one, you’ll attract individuals who want to rally around you and your company’s mission. In turn, your workforce will be more engaged, productive and loyal, according to Gallup.
In the corporate world, Southwest Airlines CEO Gary Kelly is the embodiment of his company’s attitude. His customer-first stance and relaxed demeanor mesh seamlessly with the company’s overall brand image, and he takes his role of rallying employees around the culture seriously. As a result, several of Southwest’s 53,000-plus employees are long-standing, and it’s rated as one of the best places to work in the United States on Glassdoor.
Back in startup land, you can start by actively writing articles and sharing your personal values, beliefs, ideas and opinions in the marketplace. Prospective employees will search online for information about you and your company while they’re in the early stages of considering working for you. Make sure there’s plenty out there for them to read before they even…
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