What you will learn: Personal Branding-driven visibility matters. It's not just about individual advancement; it's about driving transformation within industries and organizations. When leaders avoid the spotlight, they miss opportunities to effect meaningful change and deny their teams and organizations the benefits of their expertise.

Crafting a compelling personal brand isn't solely about self-promotion; it's a platform for sharing knowledge, experiences, and visions with a wider audience. It's about connecting with others, sparking innovation, and inspiring positive shifts. By systematically exploring their brand, leaders also gain clarity on their strengths and potential, paving the way for personal growth.

The proliferation of AI, however, raises questions about the future of personal branding in an increasingly automated world. As algorithms shape content creation and audience engagement, leaders must balance leveraging AI's capabilities and preserving their unique voice and perspective. Failure to adapt to this AI-driven landscape risks relegating leaders to obscurity amidst the digital noise.

Therefore, while embracing AI tools can enhance visibility and efficiency, leaders must approach their use thoughtfully. By harnessing AI to augment rather than replace human authenticity, leaders can maintain their distinct personal brand while capitalizing on the transformative potential of AI-driven technologies.

This is the translated version of a conversation I had with marketing expert Nina Walloch from the Personal Branding Institut.

Located in Berlin, Germany, the Personal Branding Institut supports top managers and organisations in gaining more visibility through powerful personal brands.

You can find the original post here “Personal Branding - 5 Fragen an Falk Rehkopf”.

A growing number of professionals discover the potential of personal branding. Others, however, are still determining if and how to start. In our interview series 'Personal Branding: 5 Questions to...', we discuss the topic of visibility with experts. They share their experiences, challenges, and tips with us to inspire others to create visibility for themselves and their topics. 

Falk is a certified Systemic Business and Executive Coach who supports individuals, teams, and organizations seeking communication, career and change coaching. As a leadership coach, he works with many C-level executives on their professional communication and Executive Presence.

Why Should CEOs and Other Business Leaders Have a Personal Brand?

In my daily coaching practice I often encounter leaders who hide behind their day-to-day responsibilities. Typically, this approach is driven by the belief that one should 'let the work speak for itself' or 'it's about the team or the organization.' However, there are excellent reasons why this approach is simply insufficient.

We live in a world of information overload, and it's unlikely that the work and performance of leaders will be perceived on their own. But even if their work is seen without active communication, it may lead to misconceptions or, at the very least, to an incomplete understanding. That’s why it is the responsibility of leaders to communicate their achievements and ensure that others recognize the significance and value of their work.
An intended side effect here is that through this communication process, relationships are built and maintained, and trust is established. By actively sharing their experiences, stories, and successes, leaders can build trust with others and strengthen their visibility, credibility, and influence within their organization and industry.

Engaging systematically with one's brand is a fantastic opportunity to reflect on oneself and actively drive personal adaptability and growth. Our motivation, values, interests, and careers evolve. Relying solely on past work makes repositioning oneself or successfully establishing in new areas difficult.

Even though there are many good reasons for executives to focus on their brand, they can of course decide not to do so. CEOs do not have this choice. Their reputation is an essential component of corporate communication and, thus, a significant input for enhancing the company's reputation. We live in a society driven by reputation, and an effectively communicating CEO can gain clear competitive advantages. To do so, CEOs must systematically acquire new skills.

In Personal Branding, AI Is Increasingly Being Utilized (e.g., ChatGPT for Content Creation). What Opportunities and Risks Do You See in Using AI for Personal Branding?

Algorithms reduce all of us, whether beginners, experts, or senior business leaders, to data points. Therefore, the most significant current risk for me is not taking advantage of the many new opportunities that come with AI-driven technologies.

The fact is that AI-powered tools are already being used today in many areas of business, even if we may only sometimes notice it. A solid personal or leadership brand can be invaluable in this advancing depersonalization, for example, in talent acquisition and recruitment.

We were told that AI would not replace us for years as long as we focused on our creativity and other unique human abilities. However, recent developments show that AI can do more than just process and analyze data. It can create professional-level designs and write texts that could replace many professional groups, from journalists and engineers to lawyers and marketing experts.

Given the diverse possibilities of using AI, the question arises of how we can successfully position ourselves in an AI-dominated professional world.

This includes using the full range of AI tools to enhance our visibility within our organization and industry. Tools like Poised are used for real-time communication feedback, Jasper for emails, and BrandYourself for online security and reputation management.

Here, everyone must take into account the evolving legal situation. The AI Act, passed by the EU Parliament last year, includes a provision that users will soon have to disclose that AI generated the content they have published. Many are already using ChatGPT in reverse today to check whether the content was written by a human or by technology, for example, as part of a plagiarism check.

I recommend to avoid predictability. AI is based on predictions and probabilities. So, when you use AI like ChatGPT for content creation, you can consciously go against predictable patterns to stand out from the crowd. When everyone starts to rely on AI, write deliberately the opposite or integrate surprises and unconventional approaches.

Another crucial strategy is the deliberate development of your brand. You can create a clear, communicable version of your unique value contribution by engaging with your professional history, motivation, values, and skills. In a world where competition for projects, positions, and budgets is intensified by AI, your strong personal brand can make a significant difference. The power of branding also works in this new environment, as precise positioning can serve as a quality seal for decision-makers.

However, the most significant risk for me is not taking advantage of the opportunities that come with AI-driven technologies. Many hesitate for various reasons, but exploring these new possibilities and systematically leveraging the benefits of new technologies is crucial.

What Is More Important in the Context of Personal Branding: Storytelling or Networking? Why?

You guessed it, it is the effective combination of these two elements. Networking isn't about competition for as many connections as possible but building and nurturing relationships to create new opportunities such as jobs, business connections, or acquisitions.
Personal branding is the conscious attempt to influence how others perceive you. This is where storytelling comes into play because compelling storytelling combines facts with emotions, thus forming the best foundation to leave a targeted and lasting impression.

Good storytelling allows you to create authentic and captivating narratives about your personality, skills, and experiences. Through stories, you can highlight your uniqueness, evoke emotions, and encourage your target audience to identify with you. An impressive personal story strengthens your branding and helps people remember you better.

Networking is also of crucial importance. A solid professional network can help increase personal visibility, secure access to critical resources, and open up opportunities for career advancement. In many cases, a strong network can help spread your personal story further.

Ultimately, the importance of storytelling or networking in personal branding depends on your individual goals. A broad network may be crucial if you work in a highly competitive field. However, storytelling may take precedence if you want to highlight your uniqueness and personality. A balanced strategy incorporating both elements is critical to maximizing the impact of your personal branding efforts.

In Your Opinion, What Constitutes Good, Compelling Content? How Does One Create Such Content?

It is pretty simple - effective content is timely, relevant, and valuable to the target audience. It's about asking: Does the content get the audience where they want to go? Achieving this requires a systematic approach and consistent execution.

Unfortunately, many choose to post content without a clear strategy. This often leads to disjointed content needing a cohesive theme and goal. Therefore, establishing relevant goals should form the foundation of a content strategy.

Another pitfall is the tendency to copy the content of competitors, colleagues, or industry peers. With such an approach, uniqueness and authenticity are virtually excluded. Additionally, I know some individuals who heavily rely on AI for content creation. Although AI tools are beneficial, excessive dependence harms one's credibility and the development of a unique voice.

Indeed, building a successful personal brand depends, to a large degree, on creating relevant content. Sharing expertise, reflections, and knowledge through various content formats, such as articles and videos, significantly contributes to establishing oneself as an authority. This requires a well-structured content strategy, which includes careful planning of topics, types of content, distribution platforms, and a publishing schedule.

Also, when it comes to content, diversity is essential. I recommend incorporating storytelling, thought leadership, and personal milestones into your content portfolio. Valuable content is tailored to the target audience, should be published regularly, and should include a mix of content types, including text and visual elements.

When creating content, it's important to remember that we're always writing for two primary, very different audiences: people and machines. While delivering value to human audiences remains paramount, integrating, for example, SEO best practices is crucial to ensure the content's discoverability.

What Is Your Message to Leaders Passionate About Their Topic but Hesitant to Make Themselves Visible?

My message is: Have confidence in your passion and expertise. Your opinions and knowledge are valuable and will have a positive impact. Making yourself visible can not only advance your career but also contribute to bringing about essential changes in your industry or organization.

I recommend starting gradually and sharing initial thoughts and ideas on a small scale – whether in team meetings, social media, or professional groups. Seize every opportunity to share your knowledge. Over time, you will find that your influence grows, and you will gain more confidence in your abilities.

Visibility benefits not only the leaders themselves but also their team and organization. When leaders remain in the background, staying within their comfort zone, they deny their industry, the organization they work for, and themselves the transformative impact they could have.

Personal branding isn't just about self-promotion; it's a means to share expertise, experiences, insights, ideas, and visions with a broader audience. It enables connecting with like-minded individuals, fostering innovation, and inspiring positive change. Furthermore, a systematic exploration of one's brand cultivates a deep understanding of existing strengths and potential, providing clear impulses for personal growth.

So, stepping into visibility advances your career and becomes a catalyst for progress. Your voice deserves to be heard.

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I want to thank Nina Walloch of the Personal Branding Institut in Berlin, Germany wholeheartedly for the interesting conversation.