BUILDING PERSONAL BRANDS TO STRENGTHEN LEADERSHIP EFFECTIVENESS

Abstract

Leadership holds a critical point in achieving a sustainable competitiveness for companies,
unfortunately leadership still remains the primary issue companies around the world face.
Effective leaders must have clear vision, willing followers, influence, emotional intelligence,
seek information capability, understand circumstances, and communication skill; which can be
represented through a strong personal brand. This study discussed how managerial-levels of
multinational companies build their personal brands to strengthen their leadership effectiveness
using eight steps. This research used descriptive qualitative research method. There are eight
steps to build personal brands for leaders. The finding of this study showed that formal and
informal discussions are two important factors to build good relationship and to understand
target audiences. Digital profiles, professional appearances, and outreach are considered as
communication tools. Mentors also strengthen leadership effectiveness as it is not only help
leaders to know themselves better, but also create bigger career opportunities. Brand
monitoring can be done through interactions with different target audiences, including
mentoring. In the end, leaders must integrate all steps and consistently communicate their
uniqueness to build strong personal brands.