Academicians talk and discuss on Personal Branding with fellow students all the time on the importance of Personal Branding. However some students are just too skeptical to agree and follow the path and used the information which has been given to them. Many students are unaware that personal branding does not happen overnight. It takes quite a while for a person to have a personal brand which would suit a person and does not look fake on him or her. This paper discusses the importance of personal branding for all future corporate leaders and how it would assist them to succeed in the working world

Syed Ahmad Alhady, Syed Mohammed Alhady

Wan Omar, Maznah

Zakaria, Azfahanee

Zakaria, Zaherawati

English

Universiti Teknologi MARA Institutional Repository

 Syed Mohammed Alhady et al.  Personal Branding - A ...                                                                              icops2010 
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PERSONAL BRANDING –  
A MUST HAVE FOR FUTURE CORPORAT E LEADERS 
 
Syed Mohammed Alhady bin Syed Ahmad Alhady1 
Azfahanee Zakaria2 
Zaherawati Zakaria3 
Maznah Wan Omar 4 
1Universiti Tekonologi MARA, Kedah Campus 
syalhady506@kedah.uitm.edu.my1 
azfa292@kedah.uitm.edu.my 2  
zaherawati@kedah.uitm.edu.my 3 
maznah199@kedah.uitm.edu.my 4 
 
ABSTRACT 
Academicians talk and discuss on Personal Branding with fellow students all the time on the importance of Personal 
Branding. However some students are just too skeptical to agree and follow the path and used the information 
which has been given to them. Many students are unaware that personal branding does not happen overnight. It 
takes quite a while for a person to have a personal brand which would suit a person and does not look fake on him 
or her. This paper discusses the importance of personal branding for all future corporate leaders and how it would 
assist them to succeed in the working world. 
Keywords: Branding, Personality, working world, brand attributes 
 
PREAMBLE 
On the night of a very important interview, you may be wondering on what attire should 
be worn and which handbag plus shoes will match the attire.  You also may be wondering on 
which pair of shoes need to be chosen. You will also be practising on the best way to smile to 
ensure that the smile would look ‘professional. This is done just to ensure that you would be 
given an opportunity to sell yourself and convince the committee that you are the most suitable 
candidate for the job as compared to other candidates. 
For a job seeker, branding yourself is indeed the key to success. Personal branding is not 
new. It has always been with us. However most of us just ignore the importance due to ignorance 
and little knowledge on know- how. 
Most of us believe that branding is only associated with products and items and therefore 
we tend to forget that we may be a ‘product’ to an organization. We only associate ‘brands’ as a 
corporate identity but we rarely consider ourselves a brand. Many of us are not used to this 
concept and we do not  brand ourselves. We just live our life according to the needs and desire 
and allow other to make impressions and judge us as they may.  
Personal branding do matters to job seekers now as it allows you to stand out and be 
different from the other candidates. This would allow you to be noticed among the many and be 
an added advantage for you to step your feet into the organization. 
 Syed Mohammed Alhady et al.  Personal Branding - A ...                                                                              icops2010 
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WHAT IS PERSONAL BRANDING? 
The term personal branding is relatively young but the concept is nothing new. Everyone 
has already got a brand. The brand is our reputation and identity and we, the products need to 
ensure that the reputation is respectable and a positive. The combination when polished and 
accentuated can bring tremendous results. 
The term personal brand was first introduced in 1997 by management guru and author 
Tom Peters who wrote, “We are CEO’s of our own companies: ME Inc. To be in business today, 
our most important job is to be head marketer for the brand called You’ 
Personal branding, by definition, is the process by which we market ourselves to others. 
It describes the process by which individuals and entrepreneurs differentiate themselves and 
stand out from the crowd by identifying their unique value proposition.  
Brand Personality is also being defined as ‘The attribution of human personality traits 
(seriousness, warmth, imagination, etc.) to a brand as a way to achieve differentiation. Brand 
personality is usually done through long-term above-the-line advertising and appropriate 
packaging and graphics. These traits inform brand behaviour through both prepared 
communication/packaging, etc., and through the people who represent the brand - its employees. 
(brandchannel.com) 
However with the introduction of Authentic Personal Branding by Dr Rampersad H. 
(2008) mentioned that personal branding is not only in selling and marketing one self. Authentic 
Personal Brand includes and reflects one’s true character, one’s value, strength, uniqueness and 
ingenuity. If one is branded in such a manner, one’s Personal Brand would be very strong, clear, 
complete and valuable to others. These strong values portrayed will attract people and 
opportunities which are perfect fit for you.  
A strong personal brand will help you succeed because it means that you are 
communicating the sense of purpose, vision and values that reflects and embodies you to other 
people (McNally, 1946). 
 For the purpose of understanding Brand Personality better one also needs to know what 
brand value is. Brand Value is the code by which the brand lives. The brand values act as a 
benchmark to measure behaviours and performance. 
 
WHY IS IT IMPORTANT NOW? 
The original objective for branding (a burn on cattle or a mark on bricks) was to 
distinguish the ownership or origin of one item from other similar items; hence the traditional 
association of branding with differentiation. A brand name is more than just a label to 
differentiate (Gardner and Levy, 1955), but differentiation is still the essence of branding. (Aaker, 
2003).  
By understanding ones unique brand promise of value, you would begin to stand out from 
the other interviewees and competitors. Since you understand and appreciate what makes you 
different, you would definitely be aware of what you can offer to an organization.  Having a 
strong personal brand which is clear, complete and valuable to others, you will create a career 
path of your own which is much more successful and fulfilling 
 Syed Mohammed Alhady et al.  Personal Branding - A ...                                                                              icops2010 
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Should you fail to portray a strong personal brand which is positive, people, interviewers 
and employers would have mixed images and perceptions on you. 
One should take control of his/her own personal brand and the message which it delivers 
as it definitely affects how others perceive you (Rampersad, 2008).  Images and perceptions at 
time kills the true reputation as perceiver or customer would only make assumption based on the 
interest and motive of their own (Schermorhorn, 2003). Therefore back to the question above, 
the answer is to get noticed by being different and outstanding from the others. The current 
market job search which is very competitive, having a strong personal brand will allow you to be 
noticed and should you fail to brand yourself, others would definitely do it. 
 
HOW IT HELPS ORGANIZATIONS? 
Every organization has its mission and vision which have been achieved. Each and every 
mission is executed by the employees with the guide from the managers. Objective, mission and 
vision can be achieved successfully if the working atmosphere, relationship, culture, values are 
the same and shared by all parties involved. This can be done at the entry or selection stage.  
This would be the most ideal situation where employers would try to select and fit the 
values or brand which the candidates have to what the organization has. Perfect match of brand 
between employers and employees have to be made in heaven. It has to match both parties brand 
as this would lead to a great working relationship. Employees who are in consensus with an 
organization's brand are more likely to act consistently in ways supporting how the organization 
hopes the  external constituencies perceive it and its products/services. Research has shown that 
there is correlation between good working relationship to high performance and job satisfaction 
among employees and employer.  
It was also noted that employees also would deliver the greatest value and commitment 
when the organization shows confidence and respect for the unique value which the employees 
contribute. 
 
HOW TO CREATE PERSONAL BRANDING? 
Building personal brand is not a weekend job. It is not only about first impression and 
looks. 
Personal branding begins with establishing a list of core competencies, expertise and all 
recognition received from others. It also should include your uniqueness and skills which you are 
proud of. 
In Identifying One’s Personal Brand, below would be some guidelines to help one identify it.  
1) Identify your unique values: What do you stand for? What are your beliefs? Jot down 
several key words or phrases that best describe your unique values. 
2) List your key attributes: Identify your key strengths/talents in a few key words or 
phrases. 
3) Develop your personal brand statement: Compare your unique values and key 
attributes and from those key words and phrases and begin to develop your personal 
 Syed Mohammed Alhady et al.  Personal Branding - A ...                                                                              icops2010 
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brand statement in 1-2 sentences. This statement represents your personal brands unique 
promise of value. 
4) Integrate your brand statement into everything that you do:  
Since your brand statement is the essence of you, incorporate it into all of your printed 
collateral. Make it a part of your introduction at networking and other functions. 
Communicate your brand statement in the way you conduct business and in your personal 
image. 
5) Watch your Appearance: One visual image is a reflection of your personal brand 
statement.  
6) Check your Brand Behavior: Packaging your brand includes not only your appearance 
but your conduct.  
7) Communicate your brand: Choice of words and the way we communicate reflects the 
core personal brand. Your speaking style should reflect those key elements as  
well. 
8) Let your brand takes center stage: One of the most effective ways to promote your 
brand is to speak in public. One needs to take this opportunity to inform others of what 
you have to offer.  The more people you can touch with your brand, the more  
valuable your brand becomes. 
9) Evaluate your brand regularly: Personal brand does not remain stagnant. One needs to 
be open to changes when the need arises due to change of career and as one matures in 
life.  
10) Stand to your brand. Breathe it and live with it! 
 
CONCLUSION  
Building your personal brand is too important to ignore. This personal branding process 
is a must-have business tool for today’s professionals. Employers and companies expect it of 
those who are high achievers desirous of career advancement, so one needs to learn and identify 
one’s owns unique identity and controls one own goal. 
Successful people will understand and realize that personal branding is never stagnant. 
One has to be very open and ready for dramatic changes. Personal Brand keeps on changing with 
the current environment, career directions and also maturing position  in an organization and 
situation.  
One’s Personal brand would attract the vibration to an environment which would best fit 
you. So now what you need to do is to believe, live and maintain YOUR personal brand! 
 
REFERENCES 
Aaker, D. (2003), The power of the branded differentiator, MIT Sloan Management Review, Vol. 
45 No.1, pp.83-7.  
Cohen T.,(2009), 10 Steps to Supercharge Your Personal Brand, Retrieved 29 March 2010, 
World Wide Web http;//blog.brand- yourself.com/2009/09/14/your-personal-brand-
supercharge 
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Davies G, (2008), Employer branding and its influence on managers., European Journal of 
Marketing, Vol. 42, N 5/6, pp 667-681 
Gardner, B.B. & Levy, S.J. (1955), The product and the brand. Harvard Business Review, Vol. 
March/April pp.33-9.  
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Your-Job-Hunt&id=3985252. 
Mc Nally D & Speak K. D., (1946). “ Be your own Brand – A breakthrough formula for standing 
out from the crowd”, Berret- Koehler Publisher, San Fransisco.  
Maehle N. (2007). Brand Personality Enhancement- An Experimental Study of Alternative 
Strategies. EDAMBA Summer Academy. 
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http://www.fastcompany.com/magazine/10/brandyou.html 
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Personal branding - a must have for future corporate leaders / Syed Mohammed Alhady Syed Ahmad Alhady...[et al.]

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Personal branding - a must have for future corporate leaders / Syed Mohammed Alhady Syed Ahmad Alhady...[et al.]

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