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The case for building your personal brand as a business leader in life sciences
18 Jan, 202311 MinutesWhen we talk about personal branding we’re talking about the process of creating, developin...

When we talk about personal branding we’re talking about the
process of creating, developing, and promoting an image or reputation that is
associated with you as an individual. In today’s market it is an extremely
effective way of communicating to others who you are, what you stand for, and
what you can offer.
Personal branding goes beyond just creating a professional
image. It is about creating a unique and authentic identity that differentiates
you from others.
And it’s not just for individuals looking to advance their
careers – it’s also important for business leaders who want to be recognised as
thought leaders in their industry, gain credibility, and gain a competitive
edge.
The importance of personal branding for business
leaders
Business leaders who have a strong personal brand are far better
equipped to communicate their vision, inspire others, get a target audience
onside, and even lead their teams to success.
A strong personal brand can help you gain visibility,
credibility and influence, and open up new opportunities for growth; whether that
be for your own status in the industry or for the growth of your organisation.
In today's digital age, where people have easy access to
information and can make their own judgments on a person, if you have a strong
personal brand you’re more likely to be perceived as trustworthy and will be
more likely to attract customers, investors, partners and potential hires.
But it’s not a one-time task, it's an ongoing effort that
requires commitment, dedication, and consistency. It’s something that becomes
more natural with time, and eventually helps you align your actions, words and
goals, and gives yourself and others a better understanding of what you stand
for.
What are you set to gain from a strong personal brand?
Heightened visibility
A strong personal brand enables you to stand out in your
industry and increase your visibility among potential customers, clients, potential
new hires, and other industry leaders. A personal brand that is well-known and
respected can open doors to new opportunities and help you expand your reach.
Credibility
A well-established brand conveys credibility and
trustworthiness – and this is truer for individuals than it is corporate
entities. This can help you gain the trust of your clients, customers, and
partners, which can lead to better and stronger relationships. A personal brand
that is seen as trustworthy can also make it easier for you to negotiate deals,
form partnerships, secure funding, and grow your team.
Influence
With a strong personal brand you’ll be seen as an expert in your
field, and your opinions and advice seen as valuable. You may also be seen as a
thought leaders, inspiring others to think differently and move in new
directions. This can help you influence the direction of your company and even industry,
and to shape the thinking of others. This kind of influence is particularly
effective in the digital world.
The ability to impact hiring
A strong personal brand can also make it easier for you to
attract and retain top talent. Candidates will be eager to work with a leader
who is known for their expertise and influence in the industry, and current
employees will be more motivated to stay with a leader who is well-respected
and seen as a role model.
A competitive advantage
A personal brand can be used as a competitive advantage to
differentiate yourself and the company you work for from others in the same
field. It can help build a loyal audience and influence your company’s bottom
line or business goals.
Career advancement
Aside from impact on your own team and wider company, a strong
personal brand is also going to help you advance your own career. A well-established
personal brand opens doors to new opportunities and helps you get noticed by other
leading figures and decision-makers in your industry.
All of these benefits of a strong personal brand can
ultimately contribute to the success of you as a leader and the company you work
for.
Understanding your brand
Ask yourself - what do you stand for?
Your values and mission are the foundation of your personal
brand. They are the principles that guide your actions and decisions, and they
shape how others are going to perceive you. You should begin by identifying your core
values, and ensuring that they are reflected in your personal brand as you conduct messaging.
In terms of a mission, you ought to have one that relates to you as an individual, and that is aligned with the mission of your business. It's important to have a personal brand mission statement that you can use as a guide when making decisions, networking, or communicating.
Another thing to consider is your messaging style - the way you communicate your personal brand to the world. It's what you say, how you say it, and where you say it. A consistent and compelling message and messaging style is paramount when building a personal brand. Think about what you want to communicate and then develop messaging that is consistent across all communication platforms you’re choosing to focus on. Write in the same way you'd speak over the phone or in person; avoid robotic or academic language if it's not how you'd communicate one-on-one.
It's important to note that these three elements are not separate, but are all interconnected. Values inform your mission, which informs your messaging and together, they should create a consistent narrative, identity and strategy for you to communicate your personal brand.
Discovering and defining your personal brand
One of the key steps in this process is to conduct a
personal brand audit. This involves evaluating your current personal brand and
identifying areas for improvement. You might want to consider the following
questions:
·
How are you currently perceived by your
colleagues, peers, and industry experts?
·
What are your unique strengths and areas of
expertise?
·
What are your values and what drives you in your
professional life?
·
How do you want to be perceived by others?
Another step you could take is to conduct some light research
on your industry, competitors, and target audience. This will help you to
identify gaps in the market and to understand the needs and values of the
people you’re hoping to resonate with. You can use this information to create a
messaging that engages your target audience and sets you apart from your
competitors.
You will want to use the information you have gathered to
define your personal brand. This could include creating a personal brand
statement, which is a short and clear statement that communicates who you are
and what you stand for. It should be reflective of your strengths, values, and
unique characteristics, and should align with your target audience's needs.
Finally, it’s time to put together an action plan on how to
communicate and implement your personal brand on various platforms and mediums,
in order to make sure that it’s consistent and that it reaches your target
audience. It’s important to align this with the values, mission and messaging
that you’ve already identified.
Communicating your personal brand
Go where your audience is
Not all social media platforms are equally effective for personal branding. Evaluate which platforms your target audience is most active on and focus on building a strong presence on those platforms. For example, if your target audience is primarily professionals in your industry, then LinkedIn may be a more effective platform than Instagram.
Once you're aware of where your target audience are likely to be, develop a communication plan and stick to it. Consistency is key to building a strong personal brand on social media. Establish a consistent visual aesthetic, messaging structure, and tone of voice to make it easy for people to recognise and remember you.
Consider what you want to be known for in that communication plan. Share content that is relevant, informative, and valuable to your target audience, which could include information about your industry, thought leadership pieces and insights.
It's important to remember it's not always about work - showcase your personality too. Sharing personal stories, pictures, and insights gives people a sense of who you are as a person and what you stand for outside of the office.
Once you've established and are delivering to your communication plan, you can begin networking and engaging with other professionals in your industry. Remember that social media is a two-way street - follow other thought leaders and influencers in your field, and actively participate in conversations and discussions. It'll help to increase your visibility and establish you as a respected member of your community.
Take things offline
Aside from what you're able to achieve on platforms like LinkedIn, public speaking can be a powerful tool for business leaders
to communicate their personal brand. It allows you to share your expertise,
connect with others, and build your reputation.
One effective strategy for increasing your profile is to
choose speaking opportunities that align with your personal brand and target
audience. If your personal brand focuses on life science tech and innovation,
you might want to look to speak at technology conferences or events, or host
roundtables within your own company and communicate the outcomes externally.
When preparing for a speaking engagement, it's important to
develop a clear and compelling message that aligns with your personal brand.
This will help you stand out from other speakers and make a lasting impression
on your audience.
Speaking engagements often include a Q&A session, which
offers a good opportunity for engagement with your target audience and gather
support for your personal brand.
It's also worth mentioning that public speaking is not only
limited to big events, but also include meetings, presentations, webinars or podcasts.
These can be a great way to increase your visibility and reputation within your
firm or the wider life sciences industry.
Ongoing management of your personal brand
The role of reputation management
Explain the importance of reputation management in personal
branding and how it relates to the overall perception of a business leader's
brand
It’s important to stay on top of the overall perception of
your personal brand. Your reputation can be managed effectively by monitoring
your online presence, taking advice from stakeholders around you, responding to
any negative feedback or criticism. This will enable you to proactively build
and maintain a positive reputation.
Be aware of your digital footprint and the paper trail all
online activity leaves, and if bad press or criticism arises, have a plan in
place for dealing with it to mitigate any long-term negative impact on your
brand.
Overcoming negative perceptions
You aren’t going to please everyone with your thoughts. The
best case scenario with personal branding activity is that you’re displaying
thought leadership, but that can sometimes come with some negativity.
Negative perceptions of your personal brand can be damaging
to your career and your company, so it's important to be proactive in
identifying and addressing any potential negative perceptions.
One way is to monitor online mentions of your name or
company. You can use tools such as Google Alerts or Mention to do this.
Additionally, it's important to be aware of any rumours or negative comments
that may be circulating within your industry, such as unsavoury comments by
disgruntled former employees or colleagues.
Another way to identify negative perceptions of your brand
is to conduct a personal branding audit. This can include interviewing
colleagues, friends, and industry peers to gather feedback on your personal
brand and identify any areas for improvement.
Once you have identified any negative perceptions of your
personal brand, it's important to take action to address them. Address any
issues directly and transparently, whether that is through a public statement
or a private conversation. Additionally, you may want to take steps to change
the behaviour or communication that led to the negative perception, and emphasise
on actions that show positive changes.
Updating and maintaining your personal brand
Personal branding is not a one-time effort, it's an ongoing
process that requires constant attention and adaptation. Keeping your personal
brand relevant and fresh is important in order to stay top-of-mind and continue
to be seen as an authority in a changing field.
Stay informed and educated in your industry - continuously
learning and staying up-to-date on the latest trends and developments in your
field will help you stay relevant and add value to your personal brand.
Being open to feedback is also important. Seek feedback from
others, both positive and constructive, to gain insight into how others
perceive your brand and make adjustments as needed.
Maintaining your personal brand is an ongoing process that
requires effort and dedication, but regularly reviewing and updating your
online presence is something that’ll come naturally with time.