Under the covers of thought leadership & personal branding

Not everyone can be, or wants to be a thought leader, big influencer or media brand personality. And that’s perfectly okay!

But everyone can be relevant and have impact in sharing their expertise and best self.

There are so many misconceptions and myths causing overwhelm. What is personal branding and thought leadership in reality?

Confusion often results in a reluctance to engage in personal brand marketing, or doing so ineffectively. The populist notion that being a ‘thought leader’ is the holy grail of success is absolute balderdash causing undue stress.?

Now before we get under the covers and all which lurks, it’s essential to embrace that:

‘No one does exactly what you do in the exact same way you do it!’?

What that means is whilst many professionals will have and use the same ideas and concepts (aka they are not thought leaders per se) they will deliver them differently in their own voice.

Every professional can build visibility and credibility as a subject matter expert in their specific field. Standing out, owning your value, genius and power is available to all.

The term 'thought leadership' and label 'thought leader' is terribly overused and misused.

There is so much hype and pressure swirling that success is entwined with sitting on a confected ‘thought leadership’ pedestal of self-grandeur and hoopla which is nonsense.

The pressure and noise on social media can be counter-productive in authentically communicating and holding value in your expertise and qualities. Leadership is different to thought leadership.

My definition is:

And it’s not a title you bestow on yourself. Doing so sounds pompous and presumptuous. Let others and appropriate channels bestow and promote you in that context.

If the title is truly befitting, there are creative and powerful ways to demonstrate and communicate thought leadership which are far more effective and also strengthen trust.

Influencer branding can also be different from being influential and having influence. We all influence in some way shape or form – be it at micro or macro levels in business and life.

Positioning and growing media visibility of expertise is not exclusive to, or part of thought leadership. You can be an expert in a topic/s and be an outstanding communicator, albeit influencer.

Unless you are championing your own unique solutions and perspectives you are not a thought leader. Further, the notion that everyone has to be a powerful influencer with gigantic LinkedIn follower metrics is unfounded and also damaging.

Truth is there are few really genuine thought leaders.?But there are many outstanding leaders and inspiring communicators.?

How a message or concept is delivered is the driver of inspiration and change. But that doesn’t mean the message or person is a thought leader either.

We are drowning in content, digital overwhelm and a sea of choices. Standing out and reaching goals and influence is essential.

So a strong and enticing personal brand must stand out in the competitive seas. And particularly for those within professional service and consulting sectors. It is the strategic marketing differentiators that you must wave.

In his 1997?Fast Company?article, The Brand Called You, Tom Peters challenged readers to harness the significance of personal brands alongside the importance of big business brands. Whilst much has changed since with social media dominating the world, there are evergreen tips which are as relevant in 2022. He wrote:

“If you want to grow your brand, you’ve got to come to terms with power — your own. The key lesson: power is not a dirty word! In fact, power for the most part is a badly misunderstood term and a badly misused capability. I’m talking about a different kind of power than we usually refer to"

Everyone has one …. a personal brand that is. And you thought this was?going to be about a universal body part eh. ??.

Police, politicians, school teachers, salespeople, tradespeople, CEOs, students, store managers, celebrities, clerks, directors etc – no one is exempt.

Perception and experiences of that brand -(the person) can be negative, neutral, or positive.

And those perceptions have a long bow based on many factors.

There are five elements of a personal brand culminating in how a person is perceived and experienced.

Motivations, values, personality, equity, and visuals are displayed and woven into all written, media, and verbal communications.? Diving into each element can be both confronting and empowering.

Many professionals require a third perspective across the equity element as they grapple with seeing their own skills and impact with clarity. Women also often downplay their value and contributions, often fearful of sliding around the following:?

There is a long line between overt narcissistic bragging and effectively positioning and championing skills and outcomes.

I promise that everyone has numerous golden USP nuggets, purpose, and a style that no one else shares. They may be simple, complex, or multi-dimensional.

And those unique nuggets hold the key to your brand differentiation. And it’s that differentiation that needs to be powerfully communicated in a way that is accurate in an engaging and real manner. Storytelling has a big part to play here with creativity and nuance.

LINKEDIN PROFILE TIP

Your 'About' section should always be written in the 1st person, irrelevant if you are a thought leader or not.? The 3rd person is perceived as pompous and disconnected which impacts personal brand experiences. And perceptions matter in personal brand communications. Check out my research here .

An extra aspect around personal brand values-goals-passions is to reflect on the clients and networks you do and do not want to attract.

Who and what brings your work and business joy and satisfaction is equally important as who doesn’t. Its part of your personal brand badge.

Getting clear here gives an edge in your communications that instinctively repels those who you don’t wish to attract and draws more of those you do.

Get under your own covers without fear and attract without hyperbole. The metal needs to meet the road for congruency, trust, and brand consistency as a human being.

We are not perfect humans and sometimes we can go off brand. But we need to strive for a 90% consistency rate. Overall, the personal brand promise will benefit leaders, businesses and career executives in attracting opportunities, market share and influence.

You are the only person who does what you do in the way you do it. Step up and out into the world in a way that showcases your unique skills and value honestly and powerfully.

Oh and I just couldn't resist the cute pooch and feet image found on Canva. Put a smile on my dial, hope it did likewise to you.

About

Sue Parker is the founder and owner of DARE Group Australia.??A personal brand communications, career/job search strategist and LinkedIn specialist. Sue works with business leaders, small businesses and career executives in both?public and private sectors.?

A well published media commentator and writer on her expertise, Sue is the leading No. 1 Australian media contributor on LinkedIn topics and news.?TV & Media Portfolio here

Known for her witty insightful opinions and bold strategies, she helps clients step up and stand out with confidence and impact.

Get in touch to explore how Sue can help your business or career goals and challenges.?[email protected] ?or?www.daregroupaustralia.com.au

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