Leadership branding and corporate profiling services
Our three-part personal brand programme, The Brand You, is designed to help high-calibre professionals such as business leaders, entrepreneurs, and directors create a personal brand and leverage it to achieve their goals. Participants work with our team of communications experts to create, cultivate and maintain their personal brand.
The leadership branding programme helps leaders to clarify their brand, use social media effectively, make the most of networking opportunities, and earn recognition among key audiences. The Brand You is a standalone service, but we can integrate it into our larger B2B PR offering, highlighting the relationship between an individual and the organisation they lead for a campaign that’s more impactful than the sum of its parts.
Scroll down to read more about our corporate profiling services, check out related testimonials here, or get in touch to discuss your requirements with Louise, our CEO.
A leader is the face of a company. Research shows that a strong personal brand for the CEO of an organisation plays a critical role in attracting investors. It supports positive media coverage, provides crisis protection, helps attract talent and retain employees. In fact, 44 percent of a company’s market value is directly linked to the CEO’s reputation, so it’s in the entire company’s interest for this person to have positive leadership branding.
A three-part special
The Brand You consists of three parts, and leaders can choose the service that suits them best or combine all three for maximum effect. The first phase is Creation, which involves establishing materials and channels to support your personal brand. The next phase is Cultivation – initial outreach to get you noticed by the people you’re trying to engage. The third phase is Maintenance, ongoing work to continually build your profile.
Creating your personal brand
Our process begins with determining the purpose of your personal brand and the form that it needs to take to achieve your goals. We hold discovery and soapbox sessions to establish thought leadership topics and key messages and positioning, and then work with you to create a public profile, including a personal strapline, bio, social accounts, website and business collateral. This phase costs £5,000 and lasts one month (optional extras such as media training and photography are available at an additional cost).
The second phase in your leadership branding journey is all about cultivation, namely getting your personal brand in front of the right audiences. This leverages the materials and channels you have created in the previous phase and involves a concentrated burst of media relations activity designed to generate set outputs each month. We tailor our approach to your specific corporate profiling objectives, but as an example, we might produce one profile piece, one thought leadership feature and one comment opportunity per month, amplifying each on social media. This phase lasts for five months.
Once your personal brand has been well and truly established, you can move to the final phase of The Brand You journey. Maintenance is an ongoing process designed to support and sustain your profile over time. We review your activity to date, determining what has worked well and what could be improved to ensure that your personal brand activity is meeting your business objectives. Outputs from this phase may include profile or thought leadership pieces, comment opportunities and weekly social media content. This phase costs £2,000 a month and is ongoing.
Growing your personal brand
Your personal brand is tied directly to your business position. By investing in your brand, you can establish yourself as a thought leader in your market, boost recognition of your organisation, and get the attention of investors. Our course ensures you can present yourself clearly and confidently, engage with key media, network effectively, and earn endorsement of your skills and expertise.
Why choose Definition?
Our work in PR means that we have considerable experience with project-based branding, corporate profiling, and reputation building. We work with the media every day, and our media relations team know what makes an impact with journalists. We also know how important it is to dominate the search engine results pages for terms associated with your personal brand, and our digital PR team are experts at search engine manipulation.