Como você pode equilibrar sua marca pessoal com a marca da sua empresa em Comunicação Estratégica?

A strong personal brand is beneficial on many levels. At the core it differentiates you and acts as a self-promotion agent that works for you 24/7 ultimately ensuring you become a magnet for new and interesting work opportunities. If you have a clearly articulated personal brand, and have built your career with that in mind, you should find that both your values and the vision of the business align. This then becomes a brilliant two way relationship for both you and the business. The business has a credible voice that is aligned to their actions, and you are comfortable communicating the work of the company.

Think of your personal brand and the company's brand as dance partners—each distinct but complementing the other. It is important to align your values with the company's mission. Your unique strengths enhance the collective identity. Be a brand ambassador, reflecting company values in your personal interactions. Strive for a harmonious dance—where your individuality enriches the collective brand, creating a powerful, unified presence in strategic communications.

Definir a marca pessoal não é algo fácil, pelo contrário, implica um conhecimento pessoal que geralmente as pessoas não tem. Uma estratégia para definir a marca pessoal é você fazer a pergunta principal: "quem você é". Para isso uma boa estratégia é olhar para a história pessoal, em diferentes trabalhos e situações e ver o que é comum nas diferentes atividades: Objetivos, paixóes, aspirações, desenvolvimento, etc. O que é comum em todas elas? Isso vai levar a pessoa a saber o que o diferencia dos demais e o que move ele a atuar e fazer o que faz.

I’d say, the main goal here is to maintain consistency, so that your company’s promises and key messages wouldn’t contradict your behaviour, at least publicly. Normally, it’s you (a CEO or a business owner) whose principles and assumptions the company follows. You are the principal role model for those who encounter your company’s brand: employees, customers, suppliers and other stakeholders. And once you get associated with a company, anything you do is equally associated with it, and you must bear that in mind. To enable consistency, your and your company’s principles should be defined, formalised and described in terms of behavioural patterns. This gives clarity on what is right and what is wrong for you and the company.

Authenticity and consistency are the cornerstones of effectively balancing your personal brand with your company's brand in strategic communications. People connect with vulnerability and relatability. Show your audience who you are and what motivates you, beyond just your professional title.

Balancing your personal brand with your company's brand in strategic communications is all about finding the harmony between your individual voice and the overarching goals and values of your organization. Knowing that people connect with real people, your personal brand must be genuine and create trust and respect from your stakeholders. Authenticity in personal branding is all about being real and transparent. It means sharing your true values, beliefs, and personality, and maintaining that truthfulness consistently, across all interactions and platforms.

Being open-minded is like having a superpower. It’s about listening to different views, brainstorming with the team, and staying open to new ways of doing things. It’s how you keep your comms game strong while embracing diverse ideas to shape both your personal brand and your company’s vibe.

Antes do ponto 2, de alinhar a marca pessoal com a da empresa, acho que seria interessante saber o que a empresa quer comunicar. Qual é a marca da empresa? Se nós não conhecemos a empresa e o que ela quer comunicar, não teremos como alinhar nossa marca pessoal.