Why I think leaders with personal brands can be dangerous
Alex Bond Burnett ?? PCC
Building Behavioural Science Capabilities in Business | Bold Behaviour Be Sci Newsletter & Podcast | Keynote Speaker, EMCEE Tech Event Presenter, Moderator & Facilitator Extraordinaire | ICF Executive Coach
As a finance, wealth, or tech leader, you know firsthand the importance of a strong personal brand.
(And if you don't, read more here...)
It can help you build credibility, forge valuable connections, and open doors to new opportunities. But what happens when a leader's personal brand becomes more important than the company they represent?
The dangers of allowing a personal brand to eclipse a company's brand are considerable.
1) It can create conflicts of interest.
When a leader's personal brand is closely tied to their company, their decisions may be influenced by what is best for their personal brand rather than what is best for the organisation.
This can lead to unethical or even illegal behaviour as the leader puts their own interests above those of the company.
Last year a KPMG audit junior narrowly escaped fines in the document forging case - having trusted orders from his senior leaders.
2 It can lead to a lack of accountability.
When a leader's personal brand is larger than their company, they may feel that they are above reproach. This can foster a culture of entitlement and a lack of accountability, as the leader may believe that they are not beholden to the same rules and standards as others in the organisation.
3) it can create a toxic work environment.
When a leader's personal brand becomes the main focus, it can generate an unhealthy culture of competition and one-upmanship within the organisation. Employees may feel pressure to prioritise their personal brands over their work, resulting in a lack of collaboration and a focus on individual success instead of team success.
Building an inspiring and trusted brand
What can you do to avoid these pitfalls?
It's crucial to remember that your personal brand is just one aspect of your leadership.
While it can be beneficial, it should never come at the expense of your integrity or the well-being of your organisation.
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Tips for maintaining a healthy balance:
Keep your personal brand separate from your company's brand.
Make sure to distinguish between your personal opinions and the official stance of your organisation. The two can work perfectly together whilst being different creatures.
Remember that your actions reflect on both your personal brand and your company. Always act with integrity, with the interests of your organisation in mind
Encourage a culture of collaboration and team success.
Foster a work environment where personal brands are not the main focus, but rather a byproduct of hard work and team achievements.
As a finance, wealth, or tech leader, your personal brand is a valuable asset. But it's important to remember that it should never come at the expense of your organisation or your integrity.
By finding the right balance, you can use your personal brand to enhance your leadership and success without falling into the dangers of prioritising it above all else.
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Author, keynote speaker, multiple business owner.
2 年Point 3 is critical for all businesses. There is a now well known person who has built an extremely strong personal brand around himself, which was used as part of his former businesses scaling. Now, there are exposes and lots of chatter about the alleged work environment and the impact it had internally. Not only awful for the people it impacted, but a ticking time bomb given it conflicts with the public persona. A lesson for us all.
Mentor to accountants who deserve more. Helping accountants to drive change for themselves, their firms and their clients
2 年Well done Alexandra Bond Burnett ACC for lifting the lid on this and really good tips. The KPMG junior case has so many threads to it that it probably warrants a few articles on its own (but maybe get your lawyers to check them first!) but the issues you've raised often get lost in generic 'good leader/bad boss' articles. Behaviour is usually a choice after all.