How to build a personal brand that works

To position yourself as a potential board member and non-executive director, you need the skills and the mindset, but you also need to be known for your skills. Here’s how to build a personal brand that lasts.

Building your personal profile can take a while. A lot of it has to do with networking, being seen, and having a sound reputation.

As Heidi Staples write in this new eBook, “Building a personal brand requires creating a literal and a conceptual association between yourself and what it is you want to be known for, and a sustainable personal brand is one imbued with authentic meaning that you will be passionate about engaging over time.”

Before you turn any attention outward, focus on rigorous self-assessment and development. A quality, well-developed product in the form of your competencies will endure.

According to Spenser Stuart’s report “Becoming a non-executive director,” many boards are looking for a broad set of specific capacities from potential non-executive directors. Look over this list with a candid gaze. Note the items you feel do and do not describe your current capabilities:

· Commercially aware, financially literate with a good appreciation of risk

· Internationally-minded and, potentially, multi-lingual (depending on the business)

· Interested in the business, committed and well prepared

· Confident when dealing with complexity

· Objective and independently minded, prepared both to challenge and support management yet still be a team player

· A relationship-builder and an ambassador

· Intellectually flexible with a sharp mind, able to think laterally and beyond their area of expertise

· Conversant with the prevailing governance practice and fiduciary duties

· Fair-minded, having absolute integrity and wisdom and above all courage and common sense

· Articulate and persuasive whilst being a good listener and a good communicator

· And — perhaps most importantly — low in ego yet high in self-confidence

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