This article has been written by Swetaleena Panda pursuing a Personal Branding Program for Corporate Leaders from Skill Arbitrage.

This article has been edited and published by Shashwat Kaushik.

Introduction

The world of business is always changing and evolving. In today’s world, it’s not enough for the executives to simply stand out; they also need to find a way to successfully lead their organisation in this fast-paced world. Building an impactful brand that adheres to all the principles of corporate governance has become a strategic imperative. Strong governance leadership not only drives the growth of corporate performance but also showcases the adherence of the executives and leaders to integrity and excellence and makes their brand of themselves evident. 

Before going to explore how corporate governance leadership can be integrated within personal brands and create magic in the corporate world, let’s understand what corporate governance leadership is and what personal branding

Personal branding

‘Out of sight is out of mind.’

It is common in human psychology that people tend to forget when things are not visible or no longer present in their periphery. Well, personal brand is here for not to let that happen with one’s identity. Technically, personal branding can be defined as a process that one follows to define whatever he or she stands for as an individual by promoting and representing the same in various ways. However, one of the explanations mentioned by Harrison Monarth in one of the Harvard Business Review articles, ‘What’s the Point of a Personal Brand feels more connected, i.e., he defines personal branding as an approach to intentionally crafting one’s actions and behaviour to influence people to view you or create a reputation of you as you want them to see you as. Here reputation is not just building the image to be presented but also taking accountability and carrying credibility to present your values that you claim.

Corporate governance and corporate governance leadership

The discussion doesn’t end with only personal branding. Another factor that contributes to the growth of business significantly is the corporate governance practices that a company adopts. The modern-era competitive corporate world primarily demands accountability and transparency from boards and executives. So strong corporate governance is no longer a nice-to-have factor, rather it is a must-have factor for long-term business success. Good corporate governance practices ensure improved financial performance and better risk management, stronger investor confidence, greater transparency, and regulatory compliance, which lead to higher market valuation in later stages. 

According to the definition given by Investopedia, corporate governance is the set of practices, principles, and rules by which a company is managed. First and foremost, the board of directors is the foundation of corporate governance for any given company. They intend to ensure transparency, fairness, a sense of responsibility, accountability, and risk management in the organisation through corporate governance. In another way, governance comprises rules, resolutions, policies, etc. to manage corporate behaviour. 

To build and maintain a sustainable business, leaders must have the right code of ethics in place. Hence, leaders need to adopt a corporate governance leadership style to drive appropriate strategic moves, oversee management and ensure alignment of corporate practices concerning regulation and compliance along with shareholder’s and stakeholder’s expectations. As emphasised in one of the articles published by McKinsey, Satya Nadella’s tenure as CEO of Microsoft is a classic example of corporate governance leadership. He has believed and acted on establishing the right culture, which enables new concepts and new ideas to blossom.

Importance of personal branding for executives and leaders

Having a strong personal brand is very important these days. It boosts the reputation of the company and also brings people’s trust in the company more. If you’re looking for opportunities, building a personal brand can help you a lot in getting noticed and getting clients. It helps to stand out in a competitive job market to come in focus to potential employers. Hence, it acts as a key driver in successful career growth. As per a study conducted by CareerBuilder during the hiring process, 70% of companies use social media to assess prospects. A LinkedIn survey has demonstrated that by being approached by recruiters and getting job offers, chances increase by approximately 40% for individuals who have built well-defined personal brands. It facilitates networking and mentorship opportunities by presenting the authority and expertise of professionals in their respective fields. 

According to an article published in Forbes, more often executives with sturdy personal brands are treated as leaders in the industry as they get perceived as reliable and authentic. This perception influences high-profile opportunities such as various industry engagements, board positions, etc. According to a survey by Edelman, around 67% like their CEO, depending on that leader’s personal view on different social issues. A brandfog survey explains how around 75% of C-Suite executive leaders and professionals believe that having a personal brand built by the right engagement over social media enables them to present their organisation as more trustworthy and reliable. The Weber-Shandwick survey says for up to 44% of the market value of any company, credit can be given to the social reputation of its CEO. 49% of various executive professionals admit that a strong brand of CEO not only just attracts the right investors and customers but also the right talents. 

In another survey, it has also come up that up to 44% of the market value of any company is attributable to its CEO’s social reputation. The numbers are loud enough to prove the fact that personal branding for executives, leaders, or any other high-profile roles is very crucial. 

Hence professionals who aim to transition to high-profile careers in executive roles or leadership roles such as CEO, board member, CFO, etc. must consider creating their brand representing corporate governance principles as the centre of their value system. As aspiring leaders and executives, their code of ethics towards strong decision-making should reflect in their brand to attract and foster trust among investors and stakeholders. By creating corporate governance-centred personal brands, professionals can raise their bar for integrity.

Now time for ‘how’

By now, you must have understood the importance of personal branding and corporate governance leadership for high-profile roles. Hence, now it is time to deep dive into how to build a personal brand through corporate governance leadership.

A professional can build a personal brand the value centred around corporate governance by

• Following a well-planned strategy to share your thoughts and insights on different platforms is always an effective way to present your thought leadership side of yourself.
• Many professionals who have already positioned themselves as thought leaders do suggest contributing to articles and journals in various industry publications, delivering talk shows, and participating in discussions that take place in various online forums. 
• Being deadbeat is completely a red flag for any executive or leader in building their brand. Becoming a board member just for the sake of becoming neither adds value to the organisation nor to the individual itself. Rather, it hurts one’s reputation. Hence, active participation in committee work, board activities, and industry associations automatically adds to your brand reputation. 
• In building a brand, the power of knowledge can not be ignored. Collaboration and networking with other professionals in similar fields is one of the most effective ways to acquire knowledge and stay up-to-date concerning emerging trends.
• Continuously building expertise in your field is important to maintain your brand reputation. 
• As mentioned earlier as well as out of sight out of mind, showcasing expertise on various professional platforms like LinkedIn and online and offline forums helps to position oneself as a go-to person on governance issues. 
• Various online/offline workshops, conferences, certification programs, etc. are the best opportunities to stay advanced in domain knowledge and learning best practices.
• Regular assessment of one’s own profile helps to continue improving oneself and also improves the credibility of the brand.

How do you carry what you have created

One’s brand should be a reflection of who he or she is. It is not just about creating the brand image; rather, it is to live it in all possible ways and demonstrate the value in real life as well. Hence, being authentic and genuine in your words and actions creates a stronger brand. One represents the brand that one has created of its own by:

• Presenting oneself professionally.
• Using communication and actions that reflect your core values, which also align with your brand values.
• Demonstrating good governance in your decisions and actions rather than just preaching over it. 
• Keeping ethical standards and the right leadership practices raised.
• Managing a crisis effectively instead of allowing it to break your brand reputation.
• Demonstrating calm and decisive leadership.
• Practising authentic, clear, transparent, and empathetic communication, especially in crisis times.
• Staying open to learning and adapting and displaying commitment toward continuous improvement.
• Staying assertive to learn from mistakes.
• Advocating for positive change through your brand.
• Promoting best practices that can be or should be adopted in corporate governance.
• Inspiring others to adopt the best of governance through your words and actions in different forums.
• Being a frontier for diversity and inclusion on boards.
• Being open to learning a wider range of perspectives and considering all possible aspects to have effective and efficient decision-making. 
• Recognising the importance of a well-formed governance approach as a leader.

Overcoming challenges in personal branding for corporate leaders

Personal branding for corporate leaders is crucial in shaping their reputation and building trust with stakeholders. However, it often comes with its own unique set of challenges. Here’s an elaboration on these challenges and strategies to overcome them:

Balancing authenticity and professionalism:

• Authenticity is essential, but leaders must maintain a professional image.
• Strategy: Create a personal brand that aligns with the company’s values while showcasing your personality and expertise.

Time constraints

• Corporate leaders often have limited time for personal branding activities.
• Strategy: Prioritise activities that have the greatest impact and delegate tasks when possible.

Managing negative feedback

• Criticism and negative feedback are part of personal branding.
• Strategy: Respond gracefully, learn from criticism, and don’t take it personally.

Avoiding overexposure

• Too much self-promotion can damage your reputation.
• Strategy: Maintain a balance between visibility and discretion, focusing on quality over quantity.

Adapting to changing landscapes

• Personal branding requires adapting to evolving technologies and social media platforms.
• Strategy: Stay informed about the latest trends, embrace new opportunities, and be open to learning.

Measuring success

• It can be difficult to quantify the success of personal branding efforts.
• Strategy: Define clear goals, track engagement metrics, and seek feedback from clients and stakeholders.

Maintaining consistency

• Consistency is key to building a strong personal brand.
• Strategy: Develop a content calendar, create a style guide, and establish a routine for creating and publishing content.

Dealing with misrepresentation or misinterpretation

• Others may misinterpret or misrepresent your personal brand.
• Strategy: Clarify your message, communicate your intentions clearly, and address misunderstandings promptly.

Balancing personal and professional life

• Personal branding can blur the lines between personal and professional lives.
• Strategy: Set boundaries, allocate specific times for personal branding activities, and maintain a healthy work-life balance.

By addressing these challenges and adopting effective strategies, corporate leaders can build strong personal brands that enhance their reputation, influence, and leadership effectiveness.

Conclusion

A personal brand may be created one time but it keeps evolving as an individual grows through new learning and experience. A personal brand is not just based on recognition; rather, it has a strong positive impact, which can influence and lead to creating a more sustainable and ethical system. A true leader stays open to adopting various strategies to leverage your corporate governance role to keep the brand reputation intact and aligned with the right code of ethics and responsible business practices.