Brand U

Your personal brand is more important than ever to build a good rep (and maintain it), stand out among your peers, connect with the right audience, and boost your business with content that exudes experience, expertise, authority and builds trust.

See what Brand U can do for you.

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Social media has made celebrities of industry leaders. LinkedIn has given executives the platform to reach thousands, even millions, of people.

That’s changed the way we all interact with companies. People buy into people, not products – and they want to buy from people they trust.

We know that financial readers trust a CEO who uses social media up to 9x times more than one who does not.

Building trust doesn’t stop at the CEO, however. A report by FTI Consulting found that having at least four leaders across the Executive Committee active on social media raises the collective impact by 36%.

And a whopping 92% of professionals are more likely to trust a company whose senior executives use social media.

On LinkedIn, leadership content receives 2x the engagement and 3x the comments of company accounts. Journalists want to follow people, not brands.

Not surprisingly, then, investors, potential employees, prospects and partners are increasingly attracted to CEOs that have a strong leadership branding. All leaders need one. But we know that for a time-pressed executive, with a million and one other things on your plate, building your own brand is much easier said than done.

So we have a solution. Enter: Brand U.

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Building your profile

Brand U is our way of helping you build your personal brand, develop your reputation, and grow your presence online.

It’s driven by our media relations and social media experts who will create a tailored programme for you based on who you are and the industry you work in. We’ll guide you on how to use social media in the most effective ways possible, land you coveted media coverage and advise on speaking opportunities that help you stand out to your target audiences.

We can do this for you in two ways: either as a standalone programme, concentrating squarely on you, or as a tie-in with a wider PR drive for your business. That way we can really spotlight the relationship between your own personal brand and the reputation of your company as a whole.

So, what does Brand U cover?

A three-part special

A platform like LinkedIn gives you – and your company – huge reach. So, it pays to use it well. We’ll work with you to create or refine your public profile on LinkedIn. We’ll include recommendations on your profile photo, headline, about section, skills to note, who to engage with in your network and industry to build trust and credibility, and what to post. This phase lasts one month – and will bring immediate results.

Cultivating recognition

The second phase of Brand U is all about getting you in front of the right audiences. With a tailored approach depending on your sector and profile, we’ll build on the work from the first phase to get you coverage in key target publications, of you, telling your story. As an example, we might produce one thought leadership piece and one comment opportunity per month, amplifying each on LinkedIn for extra clout.

Once we’ve helped build and grow your personal brand, we’ll help you maintain it. This is an ongoing process where we’ll review activity to date, picking out what’s worked well and what we could improve on to make sure your brand is developing in the way you want. We might also look to secure speaker opportunities or write winning award entries to highlight your achievements in this phase.

Growing your personal brand

It’s long been proven: by investing in your personal brand you can establish yourself as a thought leader in your market, boost recognition of your organisation, and get the attention of investors.

Brand U is here to help you get those hits quickly and effectively. It will help you present yourself clearly and confidently, engage with key media and other networks, and earn endorsement of your skills and expertise.

When we worked with Connie Nam, founder of jewellery firm Astrid & Miyu, she said:

“Definition has been crucial to raising awareness of the business and myself as a leader. We engaged Definition in the middle of the pandemic, which meant we were working through PR stories remotely. Despite the limitations, they have been strategic, focused and super effective – getting us into leading publications and putting me in front of relevant audiences.

“They understand the brand and products, but more importantly our strategic direction, the hard numbers and how to create a story to pitch to relevant media outlets, which makes them stand out among other PR firms. They are a true extension of our team.”

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“Definition has been crucial to raising awareness of the business and myself as a leader. We engaged Definition in the middle of the pandemic, which meant we were working through PR stories remotely. Despite the limitations, they have been strategic, focused and super effective – getting us into leading publications and putting me in front of relevant audiences.

“They understand the brand and products, but more importantly our strategic direction, the hard numbers and how to create a story to pitch to relevant media outlets, which makes them stand out among other PR firms. They are a true extension of our team.”

Connie Nam, Founder, Astrid & Miyu

“I’m driven by new ideas, experiences and opportunities – and working with Definition to develop my personal brand via The Brand You service has delivered across all of these. The team proved they understood me and my business objectives from the outset and have worked with enthusiasm and professionalism to not only help define these, but, more importantly, ensure I’m articulating them across the right channels, to reach the right people.”

John Stapleton, Co-Founder, The Authentic Entrepreneur

“Definition’s strategic PR and thought leadership campaigns, targeting a range of diverse audiences across a range of platforms, has helped the Society build trust with members and customers, showing increased engagement through positive net losses, build brand awareness and ultimately delivering record sales results.”

Natalie Walker, Head of Marketing

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