The Power of Personal Branding in Business
Insights from the SAICA Biz Impact Podcast Women’s Month Panel
Personal branding refers to the intentional effort to create or influence the public perception of an individual. Often confused with being an ‘influencer’ on social media, personal branding refers more to establishing credibility and authority within your industry.
To dive more into this topic, the SAICA Biz Impact Podcast hosted a special panel to unpack personal branding as a powerful tool for professional growth. Furthermore, they hosted the discussion in August for Women’s Month in celebration of the formidable female industry guest speakers who took part in the panel.
The SAICA Biz Impact Podcast, which is available on Spotify and YouTube, is hosted by Luncedo Mtwentwe (AGA(SA), and aims to demystify complex business topics. The podcast serves as a platform for SAICA members to offer expert insights, and share relevant trends, and practical advice to keep you ahead of the curve.
"Not a lot of us in the accounting profession are aware of personal branding, so we wanted to fill this knowledge gap for our listeners. When personal branding is used as a tool and strategy for professional development, it can open a lot of doors, and set you apart from your competition. The ladies we invited to speak on the panel are perfect examples of how everyday professionals can harness the power and benefits of personal branding. On this episode they shared personable insights on how cultivating their own individual brand has been pivotal to their professional journey and success,” said Phumal Dabula, Project Manager at SAICA
The three guests included Anelisa Tuswa, Communication & Content Specialist; Mathabo Sekhonyana, Chief Marketing Officer of Bettabets; and Deirdre King, Managing Director of Jacaranda FM.
The conversation, led by Lesego Ranku CA(SA), began by addressing the deeper purpose of personal branding. It was made clear that branding isn’t just about image—it's about aligning one’s values and purpose with how they present themselves. Anelisa made the point that a successful personal brand is one that tells a story. For example, she emphasised that her focus has always been on educating and empowering South Africans, particularly in financial literacy. “Part of my brand is to inform and empower the average South African and that comes through in the content I put out there,” she said.
This raised the idea of identifying your unique selling point as a personal brand and finding a way to tap into it authentically. The panelists advised that you can start by looking at the qualities that set you apart in your field, and identify your strengths, passions, and the principles that you live by. They praised industry leaders like Theo Baloyi, founder of Bathu Shoes, and Kensani Nobanda, a corporate marketing leader, for being strong examples of personal branding in practice.
They also agreed that understanding the audience you are speaking to is crucial in building and maintaining a personal brand so that you can tailor your message according to their needs. This is essential for building trust and having a lasting impact.
Ultimately, personal branding is a reflection of who you are and the value you bring to the table. By building personal brands that are genuine and aligned with our audiences, we can propel our careers forward while making a meaningful impact.
In summary, here are four key tips for building a personal brand:
- Define Your Unique Value Proposition (UVP): Identify what sets you apart. What are your core strengths, passions, and expertise? Focus on what you bring to the table that others may not, and craft a message around those unique attributes.
- Be Consistent Across All Platforms: Whether it's social media, personal websites, or networking events, ensure your messaging, tone, and visuals are aligned. Consistency builds trust and makes your brand recognizable.
- Share Valuable Content Regularly: Establish yourself as a thought leader by consistently sharing insights, knowledge, and valuable content related to your field. This positions you as an expert and keeps you top of mind in your network.
- Engage and Network Authentically: Build relationships with people in your industry by engaging with their content and offering value. Be genuine in your interactions, as authentic relationships can enhance your credibility and broaden your influence.
You can listen to the full conversation on episode five of season two of the SAICA Biz Impact Podcast.