Curating a Personal Brand that Builds Followership — Anouk Pappers
Mid-level executives are the backbone of companies. They take high-level strategies and turn them into actionable plans, typically without the broad authority enjoyed by senior leaders. Trust and commitment from their teams are essential. To ensure effective strategy execution and team cohesion, mid-level executives must build followership that goes beyond authority. For this, they need to consistently communicate an authentic personal brand that is closely aligned with their company’s mission.
Followership extends beyond simply following directives, especially at the middle levels. It involves creating an environment where ideas flow freely, team members feel valued, and organizational goals align with individual contributions. To build trust with their staff, mid-level executives must first engage in self-reflection. Identifying personal core qualities that correspond with corporate values will establish a strong foundation for their brand.
One essential aspect of a mid-level executive’s brand should be serving as an advocate for their team. By representing the team’s interests and achievements to senior leadership, they enhance their brand as effective leaders and strengthen the bond with their followers. This advocacy shows that the executive is both a manager and a leader who is truly invested in their team’s success.
Once defined, they must impart their brand in all interactions. Communication is crucial in strengthening personal brands, both in person and online. Whether through formal presentations or casual conversations, how an executive communicates can either strengthen or weaken their brand. Consistency is crucial. When mid-level executives consistently convey their brand, they become more predictable and reliable to their teams, which fosters a sense of psychological safety. This safety is key to building followership, as team members are more likely to engage and commit to a leader they understand and trust.
Another necessary element in reinforcing a personal brand is curating a strong online presence. Mid-level executives should actively manage their online profiles to showcase their expertise and achievements. This includes sharing relevant content and engaging in professional discussions. Creating proof points can provide tangible evidence of their leadership and impact. An effective online presence enhances their visibility and establishes credibility. When their team sees proof that their leader is genuine and committed to their principles, they are more likely to follow with enthusiasm and dedication.
Cultivating strong followership through a well-defined personal brand also serves to boost a mid-level executive’s visibility. It highlights their ability to lead, influence, and drive results. Executives who build loyal, high-performing teams make a substantial impact. This visibility enhances their reputation and showcases their leadership potential. Senior leadership is more likely to see them as valuable assets. It increases their chances for career advancement and higher roles within the organization.
Building a community of engaged and dedicated individuals hinges on a well-defined and consistently communicated brand. This clarity in branding, coupled with a strong online presence, fosters trust. When mid-level executives effectively project their values and achievements both in-person and online, they create an environment where team members are motivated. This robust followership enhances team cohesion and reflects the executive’s ability to lead and influence effectively.
A brand anthropologist who has been storytelling for brands since 2002, Anouk Pappers has interviewed over 1,000 CEOs, CMOs and business owners and published 15 books. Anouk’s primary focus is on working with women and diverse leaders to define their personal brands and pinpoint their narrative. Her company, Signitt, enables people to align their online presence with their personal brand, as well as with their organization’s values and mission. This positions them to achieve their next professional goal while at the same time enhancing their company’s image.
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