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Big companies like Apple, Virgin and Tesla have people whose personalities serve to advance their brand’s mission.

This piece argues that people prefer doing business with people they like rather than with companies. That is why personal branding is essential for brands to create a strong relationship with their customers and build their loyalty.

Building personal branding enables companies to influence people’s thinking and grow the brand, both internally and externally. Not only customers, vendors and shareholders, but personal leadership also allows organisations to connect and communicate transparently with their employees and internal team members.

The author contends that in a big company where the CEO hardly gets an opportunity to interact with the employees down the hierarchy chain, hosting a podcast or blog can help them reach out. Even smaller brands should build their brand to expand their reach beyond their followers.

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[18 minute read]

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