How to Create an Empathetic Personal Brand?

Recently, while preparing for a training program on digital communication, a client specifically asked to explore whether and how they, as an organization, should incorporate a more empathetic communication style. Empathy is increasingly recognized as a critical leadership skill, but what drives this focus?

The "State of the Heart 2024" Global Report indicates a continual decline in the global emotional intelligence index for the fourth consecutive year, with a 55.4% drop from 2019 to 2023. The authors suggest an ongoing "emotional recession," mirrored in low employee well-being and high burnout rates. The post-pandemic landscape has notably altered workplace dynamics, further strained by the rise of remote work and AI advances, leading to a 65% increase in reported burnout cases across various sectors from 2021 to 2023.

Empathy is the New Authority

Leadership styles significantly impact organizational dynamics. Traditional hierarchical approaches are making way for empathetic leadership, which prioritises understanding, emotional awareness, and consideration of diverse perspectives. Empathetic leaders foster environments conducive to open communication and collaboration, enhancing team effectiveness. Marie Dasborough conducted a study with two groups—one group received negative performance feedback with positive emotional signals—smiles, and affirming nods; the other—positive feedback presented critically with furrowed brows and narrowed eyes. Later interviews revealed that those who received positive messages with negative emotional signals felt worse about their performance than those who received negative feedback with positive body language. As concluded in the Harvard Business Review article "Social Intelligence and the Biology of Leadership" by D.Goleman and R.E.Boyatzis, "if leaders hope for the best performance from their people, they must continue to demand but in a way that fosters a positive mood in teams."

This article was published in 2008. But what do business leaders think about empathy and its application in 2024? Businessolver's "2024 State of Workplace Empathy Report" notes that although leaders understand the importance of empathy in company management, they find it challenging to be empathetic at work daily. 63% admit that it is difficult to consistently demonstrate empathy every day. The main barriers for leaders to show empathy are their mental health (55%), a toxic work environment (52%), feeling intimidated by coworkers (65%), and the belief that using empathy will challenge their business decisions (72%).

While many professionals build their brands on qualifications and experience, empathy can differentiate a leader in a competitive market. An empathetic leader resonates more deeply with their audience, creating genuine connections that reflect positively on their personal brand.

Challenges in Empathetic Branding

To ensure personal branding doesn't go off the rails, it's good to be aware of the three main stumbling blocks to avoid:

Genuine Empathy Deficit Not everyone has the same level of empathy. It is tied to our values and the social conditions in which we have developed as individuals. But we can develop empathy. Melody Wilding, a human behavior professor at Hunter College, recommends habits to develop to become an empathetic person:

• Make the conversation partners feel that all attention is on them.
• Develop active listening skills.
• Develop the ability to read body language signals. Respond to them.
• Practice "pauses." Do not interrupt the other speaker, give room for silence, listen to the other.
• Try to ask questions instead of giving advice.
• Use "we" instead of "me" in conversations.
• Try to put yourself in the other's shoes to understand them as best as possible.

Authenticity in Empathy It's easy to pretend to be empathetic in words, but without corroborating actions, the rest of the personal brand foundation will collapse. Credibility for such a person will be very low. This can happen if the person is not empathetic and pretends to be, or overly wants to exaggerate his empathetic side. While empathy is a crucial skill that is currently in demand, it does not mean that its demonstration should be overstretched. I recommend including natural, genuine, and meaningful stories to your target audience in your brand communication.

Navigating Vulnerability Showing vulnerability can strengthen trust and humanize a leader. This aspect should certainly be considered when building your brand. Nevertheless, we fear exposing our vulnerability for our reputation. Brene Brown, a vulnerability researcher, reveals a simple message: courage is borne out of vulnerability, not strength. I encourage you to tell your story. But it must be done strategically, maintaining professionalism. Medicinal herbs can be beneficial in certain doses to treat diseases, but too much can be deadly. I suggest sensing the red lines—how far in revealing mistakes, difficult life moments, accidents, falls, and fears is not ruining your reputation.