Pillar 03 · Strategy

Personal Brand

Turns your leaders into credible, sought-after experts.

The spokesperson layer that develops your leaders into credible, compelling public figures, and defines how to deploy them.

Where Company Story defines what the organisation stands for, Personal Brand defines what each person who speaks for it stands for, and how to deploy them. A spokesperson’s voice is not the brand’s voice with a name attached.

The biography is built on ABCD. Alongside it, each spokesperson is given a Role, which is the mode they speak in, and a Style, which is the medium that suits them. A spokesperson available for comment with no distinctive point of view gets no coverage.

The deployment principles are simple: match to beat, one point of view per interview, never lead with product, brief before every interview. ABCD leads with the human, the data, and the market view. The product is the proof, not the pitch.

At full maturity, spokespeople are increasingly sought out by journalists rather than pitched to them.

ABCD: the biography

Authentic: Genuinely reflects who they are. Reject profiles that read as gloss. A spokesperson the team itself would not recognise will not survive an interview.
Backed: Supported by evidence and proof points. Asserting expertise without evidence will not survive a national journalist’s research.
Competent: Demonstrates real expertise and credibility.
Destined: A genuine, specific point of view the person will defend, not a bland “the future is exciting”.

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