By Richard Broughton, Brand and Marketing Director, The MTM Agency
In the world of service-based industries, there’s an oft-repeated phrase: “your people are your brand.” While it may sound like a platitude you'd see on a corporate team-building presentation, it’s one of those clichés that actually holds an element of truth.
It is especially relevant to the professional services sector, which isn’t about products or widgets - it’s predominantly about people delivering services. In that context, clients aren’t just buying your company’s name and capabilities; they’re buying the team, or more specifically, the expertise, trust, and relationships you and the team bring to the table. With that in mind, it makes perfect sense to start thinking of yourself not merely as an employee or partner, but as a personal brand with distinct value.
Building a personal brand isn’t about shouting your achievements from the rooftops or claiming to be the Second Coming. It’s about understanding and communicating what makes you unique and why that uniqueness matters to the people you are looking to engage. In a sector where competition is rife, your personal brand could be the difference – helping you to stand out, build trust, and foster lasting relationships
Why personal branding is crucial for those in professional services
Tom Peters, the man who first coined the term “personal brand” in a 1997 Fast Company article, predicted that future career success would require professionals to think and behave like brands. Today, his prediction rings true across multiple industries, but it is particularly relevant in professional services. If you’re an advisor, partner, consultant, or architect, your career no longer depends solely on your technical expertise (though that’s still fundamentally important), it is shaped by how well you present yourself, how you build and nurture relationships, and, crucially, how you manage your reputation. With this in mind, personal branding for professionals has never been so paramount.
But why is personal branding especially important in professional services? The answer is simple: Trust. In a sector where the product is intangible, trust becomes the ultimate currency. Clients don’t just buy into your firm’s awards or reputation - they buy into you. According to Gallup, 70% of decisions are based on emotional factors, with only 30% attributed to rational, objective criteria, so personality sells. Remember that.
In fact, Edelman’s 2022 Trust Barometer underscores this need for trust, revealing that 68% of people trust information shared by experts over businesses or institutions. Surveys like this, and countless others, reveal that clients are looking for professionals who not only know their field but also inspire confidence, offering valuable insights that are specific to their needs.
Crafting your personal brand in a competitive landscape
Ok, let’s get practical: how does one build a personal brand in professional services? The process begins by identifying the key touchpoints of engagement where you can assert your expertise, create relationships, and provide value.
1. Online presence: The most visible touchpoint today is your online presence, primarily through platforms like LinkedIn. This is where your first impressions are often made. Ensure that your profile reflects both your experience and your personality. Post thought leadership content, interact with industry leaders, and share relevant news. Be sure to strategically interact with others’ posts, adding value with your comments or perspectives.
LinkedIn has become the frontline for personal branding in today's digital-first world. It’s the place prospects will check when they hear your name, yet only 3% of employees actively share content on LinkedIn (despite that 3% driving 30% of all social actions on the platform (HR Observer). This represents a huge missed opportunity. Regularly sharing insights and articles, and applying your own layer of insight not only keeps you top of mind but also positions you as a knowledgeable and engaged professional. LinkedIn research even shows that professionals who share content are nearly ten times more likely to be contacted by potential clients.
2. Face-to-face interactions: For all those sick of the vacuous nature of social media, you’ll be pleased to hear that personal branding still goes beyond just online visibility. In-person interactions - whether at client meetings, industry conferences, or casual networking events - are equally important. Your demeanour, communication style, and ability to convey knowledge confidently all play into how your brand is perceived. Be aware of your tone, body language, and conversational engagement; these are the micro-moments that build long-term impressions.
3. What you say and where you engage: Align your personal brand with the types of conversations you participate in and the forums where you engage. Whether it’s through speaking at conferences, contributing to industry publications, or leading webinars, position yourself as a go-to expert in your area. Knowing where to engage also means being selective - participate in conversations that align with your professional values and expertise. By choosing the right platforms and discussions, you ensure that your voice is heard by the right audience.
Using the 5Ps to guide the process of brand building
Ok, let’s get practical: how does one build a personal brand in professional services? The process should begin by considering the ‘five Ps’ of personal branding; Purpose, Positioning, Presentation, Presence, and Promotion. Let’s break down how these elements can shape your personal brand strategy.
Purpose: Start by clarifying your brand’s purpose—what do you want to be known for? This is the foundation that will guide all of your branding efforts. Identify your core strengths, values, and the unique value you bring to your field. Knowing your purpose ensures that everything you share aligns with your expertise and long-term goals.
Positioning: Your online presence is your opportunity to position yourself as an expert in your field. As previously mentioned, platforms like LinkedIn allow you to assert your expertise and build relationships by consistently posting thought leadership content, engaging with others, and sharing industry insights. With only 3% of employees actively sharing content on LinkedIn, there’s a significant opportunity for you to stand out. Research shows that professionals who share content are ten times more likely to be contacted by potential clients, which underscores the importance of strategic engagement.
Presentation: How you present yourself online and in person shapes perceptions of your brand. On LinkedIn, ensure that your profile highlights both your experience and your personality. Similarly, in face-to-face interactions—whether at client meetings, conferences, or networking events—be mindful of your tone, body language, and communication style. Every micro-interaction contributes to how you are perceived, so presenting yourself as a leader in your industry is key to establishing a memorable and trustworthy brand.
Presence: Sharing strategic content that demonstrates expertise and offers original insight helps to reflect both your personality and your experience in your field. With LinkedIn offering the ideal platform for new clients to form their first impressions, you’re putting yourself on the frontline and letting your audience know you are engaged. In addition, by ensuring an active presence on social platforms, you’re making the most of opportunities. For example, sticking with LinkedIn, only 3% of employees actively share content, and this drives 30% of all social actions on the platform (HR Observer). Imagine what this could do for your online presence.
Promotion: Align your personal brand with the types of conversations you participate in and the forums where you engage. Whether it’s through speaking at conferences, contributing to industry publications, or leading webinars, position yourself as a go-to expert in your area. Knowing where to engage also means being selective—participating in conversations that align with your professional values and expertise. By choosing the right platforms and discussions, you ensure that your voice is heard by the right audience.
Thought leadership: the holy grail of personal branding
Personal branding and thought leadership go hand-in-hand. Establishing yourself as a thought leader – someone who offers insights, expertise, and a clear perspective – can be a game-changer. But thought leadership isn’t about dominating the conversation or grandstanding. It’s about providing real value, offering unique and relevant insights, and addressing the concerns of your audience.
In professional services, thought leadership is achieved in countless ways, from writing articles to producing videos to giving talks to participating in industry events. The trick is to consistently demonstrate how your insights help solve real-world problems for clients. The goal isn’t to inflate your ego but to offer real, tangible value to others. Consider this: a well-written LinkedIn post that provides a fresh take on a regulatory change or a short video explaining the impact of new legislation on your industry shows you’re actively engaged with the issues that matter most to your clients. This is far more effective and impactful than a narcissistic, navel-gazing account of your own prowess.
At The MTM Agency, we advise clients to find their niche, and leverage their knowledge and insight to drive engagement and build trust. However, authenticity is vital. There’s a fine line between thought leadership and self-promotion. A good rule of thumb is to make sure what you’re saying benefits others more than it promotes yourself. Do that and you’re probably on the right track when developing thought leadership branding.
The key elements to consider when building a personal brand
So, what are the key building blocks of a successful personal brand?
Authenticity: Clients want to work with real people, not faceless entities. Your personal brand should reflect who you genuinely are - not who you think clients want you to be. Authenticity breeds trust, and trust is the foundation of long-term client relationships. However, don’t confuse the need for authenticity with a need to share your personal life. Keep it professional - focus on expertise, not irrelevant personal details.
Consistency: Your personal brand must be consistent across all touchpoints, from LinkedIn to client meetings and public speaking engagements. Consistency builds recognition, and recognition builds reputation. The worst thing you could do is present one ‘character’ on LinkedIn and a different persona in meetings. A lack of consistency screams inauthenticity.
Visibility: Even the best personal brand won’t do you any favours if no one knows who you are. Find ways to stay visible in your industry, whether by writing, speaking, or simply engaging on professional networks. If your company is creating content for the media, make sure you’re the by-lined author. A study by Smarp showed that when employees share company content, they receive eight times more engagement than the company itself. This reinforces the power of visibility through employee advocacy, benefiting both the individual and the firm.
Value: Ultimately, a personal brand is only as strong as the value it provides. To ensure you are delivering value, focus on solving specific client problems, sharing actionable insights, and consistently demonstrating your expertise. Whether it’s through thought leadership, expert advice, or client support, ensure that your brand consistently helps others solve their problems and demonstrates why you are different.
Aligning your personal brand with your firm’s brand
A compelling personal brand doesn’t operate in isolation from your employer’s brand. In fact, aligning your personal brand with your company’s vision, mission, and values can amplify the impact of both. This alignment creates a consistent narrative that reinforces both your professional identity and the credibility of your firm. Helping your employees build their personal brands while understanding the firm’s overarching goals creates a stronger, more cohesive image for the business.
By encouraging employees to embrace their unique strengths and become brand ambassadors, you enable them to contribute to both their own success and that of the company.
The opportunity for growth
When it comes to final takeaways, remember that building a personal brand is not a vanity project; it is a reflection of your professional identity. In professional services in particular, personal branding offers immense opportunities to set yourself apart, enhance your career, and elevate your firm’s reputation. When individuals shine, the brand shines. It’s as simple as that. So, ask yourself: what’s your personal brand saying about you, and what could it be saying?
If you’d like support with personal branding and professional services marketing, get in touch with a specialist today.