Corporates need to focus on personal branding: Everett

Indiantelevision.com Team

(26 April 2008 5:30 pm)

MUMBAI: Corporates need to pump in more money and energy towards building personal brands, said Lesley Everett.

Addressing the delegates at the Sales and Marketing Executive International (SMEI) summit, Everett said companies tend to focus on corporate branding while forgetting that branding the individual who represents the corporate body is equally important.

Everett runs Walking TALL International, named after her popular book "Walking Tall." She is an international speaker on personal branding and perception management.

Marketing and sales professionals are the final key elements that help in creating the ultimate brand of any particular company. Hence it becomes very important to build upon their personal brands, Everett explained.

As attrition levels climb, companies can't afford to be indifferent towards building the people they have employed as individual brands. Organisations need to understand that these professionals represent the company itself; hence investing upon them becomes hugely essential.

"Companies need to provide extensive training to their employees. These bodies fear that after being trained, the employees might leave the organization. But they need to understand that untrained professionals will incur more loss for the companies. Once trained, the individuals will understand the brand identity of the company transmit the organisation's core values," said Everett.