How to align your personal brand with your company’s vision

Leading a team, a workforce or an entire company while juggling family life and personal relationships can create a pressure cooker environment. And when you throw maintaining a distinct personal brand into the mix, it can turn up the heat even further.

Plenty of research highlights the value and importance of having a personal brand for high-level executives. But before you jump all-in as an executive, your company ought to be considered in your thought-leadership initiatives.

Resonating with both internal and external stakeholders while staying true to the company’s vision and values can be daunting.

Here are four key considerations, plus five easy actions, to align your personal brand voice with your company’s vision

1. Authenticity isn’t a buzzword

Authenticity breeds trust and credibility, much like how Howard Schultz, the former CEO of Starbucks, established his personal brand. His genuine passion for community and ethical sourcing strengthened his reputation and reflected Starbucks’ commitment to social responsibility.

By staying true to his values and aligning them with the company’s mission, Schultz communicated authenticity in leadership. Similarly, embracing your values and beliefs can cultivate authenticity, aligning your personal brand with your company’s ethos and earning the trust of both employees and customers alike.

2. Embrace versatility, maintain integrity

Be flexible when addressing different audiences across platforms. Adjust your message or tone to resonate with who you’re addressing. That said, it should never compromise the integrity of your message.

Look at Indra Nooyi, former CEO of PepsiCo, who adapted her leadership style while staying true to PepsiCo’s commitment to sustainability, work–life balance and diversity.

Embrace the nuances of different mediums while ensuring your core values remain consistent across all channels. A distinct and defined personal brand will make this process a lot easier.

3. Collaboration trumps competition

Collaboration with your company’s marketing and communication teams is essential to amplify your personal brand while staying aligned with organizational goals.

Take inspiration from fashion designer Diane von Furstenberg, whose collaborative spirit has not only elevated her personal brand but also enriched the brand identity of her company.

Von Furstenberg partners with artists, influencers and other brands to infuse fresh perspectives into her designs. Consider leveraging company resources and platforms to extend your reach and impact without overshadowing the corporate brand.

4. Harmony of values

Personal brand values should reflect who you are and what you stand for. Ideally, they would synergize with your company’s values. Conduct a thorough assessment of your beliefs and principles.

How do they align with your organization? For instance, if your company prioritizes environmental sustainability, integrate eco-conscious practices into your personal brand narrative. If you value transparency, where does your organization operate in such a way?

Embodying shared values reinforces your commitment to the company’s mission and creates cohesion with your personal brand.

Your next steps: Five actions

Would you board a jet knowing the captain hadn’t prepared a flight plan and discussed the relevant flight details with his crew? Would you feel confident in his leadership?

If you’re building a personal brand, you’re growing a leadership presence and people are listening, reading and watching you. Don’t wing it.

1. Conduct a personal brand audit to identify your strengths, values and areas for alignment with your company’s vision. This works best when your personal brand voice and digital presence exist. If you’re not there yet, see Action 5.

2. Engage with employees and stakeholders to ensure alignment between personal and corporate messaging. Before you start posting to build a digital presence, consider what platforms you want to share your leadership voice and how that positively interacts with your organization. Find the common goals and ideas that can feed into each other.

3. Seek opportunities for thought-leadership and public speaking engagements that reinforce your personal brand narrative while advancing company goals. This works best when you’re clear on your values and personal brand message(s).

4. Foster relationships with industry leaders to amplify your personal brand’s message. It’ll help you expand your reach within your target audience and build a distinct digital presence.

5. Work with a professional copywriter specializing in brand voice to refine and articulate your personal brand messaging effectively.

To execute these five actions successfully, be clear on your personal brand voice first. A distinct personal brand is your compass, aligning your thought-leadership presence with your company’s vision.

With this clarity, the content, speeches and interviews that stem from you will be congruent and authentic.