No matter how big or small the brand, it can benefit from a brand champion that puts a human face to a business concept as the living embodiment of that brand promise. A brand is essentially a product or a service — something that can be delivered to a customer to fill a demand or necessity.

Selling that product or service, however, often requires something more than just a list of the product credentials, however worthy they may be. This is where the role of a brand ambassador comes in, personifying the brand in a positive way to the world at large and enabling the marketing of the product or service to reach beyond a simple snapshot of its practical use.

In the world of IT, Steve Jobs became more than a company director when he assumed the role of the face of Apple, while Richard Branson is the face of Virgin who has taken the brand into a raft of sectors, from aviation to personal finance, taking fans along with him as new customers for his brands.

These people may exemplify the sales potential of a charismatic leader, but brand champions are not restricted to the great and the glorious — when building your own brand, you can play the role of brand champion to good effect, acting as your own best advocate.

In the business world too, a brand taskmaster is essential with many corporations now creating a dedicated ‘Chief Brand Officer’ role to coordinate the messaging of both internal and external brand champions. In the 21st century world of image and instant communications, brand has become an increasingly vital aspect of commerce, and investing in a brand with complementary brand champion should be a strategic imperative.

And, while that face of the brand is important, the value of internal brand guardianship is also increasing as more and more organisations come to understand the strong correlation between employee and customer satisfaction.

Perceptions about workplace

In the latter respect, while rewards, recognition and a fulfilling working environment are key, it is evident that employee perceptions about their workplace are reflected in the way they deliver products and services to customers.

A genuine smile can add real value, and as an add-on, satisfied workers are more likely to support and champion the organisation for which they work.

However, it takes more than a company uniform to cement internal relationships, and one basic strategy is the introduction of an internal communication strategy that is both inclusive and informative. This can include regular leadership messaging with an aim to instill a sense of brand ownership, while other ways to encourage employees to promote the brand include social media training, direct and indirect customer engagement through site visits, executive briefings, customer focus groups and more, plus initiatives to build long-term customer loyalty.

Ultimately, much can be done simply by living out positive values as a mark of your own personal brand attributes.

Generosity of spirit and of time can go a long way to building your personal brand and will certainly create a positive atmosphere with those you work with and your potential clients.

Becoming a brand you can be proud of is the ultimate testimonial you need to succeed in life… and the tips below can help with this development.

• Consider your personal brand as a trademark which must be managed with the intention of helping others benefit from having a relationship with you.

• A personal brand is not synonymous with self-promotion. It means representing the values you are able to deliver on a consistent basis to those you serve. Start with a mindset and ask yourself — how are you being perceived by people that matter to you? Ask the same question to some of your audience and compare the results, using the findings to improve your brand.

• Be aware and mindful of the way you speak, behave and engage with your audience. Keep in mind the reaction of others and analyses how they react to you and experience your brand. You cannot be ‘acting a part‘ but need to be authentic.

• Continually analyse your personality, value system and style of communicating to ensure the evolution of your brand.

More than ever, personal branding is no longer an option but a powerful leadership enabler. Those who have defined and live their personal brand will more naturally demonstrate executive presence, and as such, may find themselves advancing more quickly at work.

— The writer is a branding advisor based in the US.