Wizard, thought leader, or mascot: where does your personal brand stand?

We tested an idea. We posted similar content to our Bullhorn LinkedIn page, to our LinkedIn newsletter, and to my personal account. It wasn't close. My personal account got way more engagement.

Maybe that means people want to interact more with people than with companies. That seems true. Or maybe it is a function of the algorithm. Either way, it made me think about my role in our marketing.

I still feel pretty weird thinking of myself as a personal brand. Maybe it's generational, maybe it's my personality.

But there has been a shift. Here is the progression we are seeing in the leaders of professional service firms. (I started as the Wizard of Bullhorn, am feeling my way through the middle, and am trying to get to that Mascot life.)

Wizard of Oz

You prefer to be behind the scenes writing, coaching, building processes. Your perspective comes across, but it comes from your company's brand, not you.

Thought leader

You have an active voice that reinforces the positioning of your firm. Your voice lends expertise and is a key reason people want to work with you.

Mascot

You are famous for something or to someone, even if that is in a small place, and that fame generates marketing and leads for your business.

Once upon a time, brand architecture helped organize inter-related companies, products, or services. Now, it is expanding to internal brands such as personal brands. We helped Joule Financial to establish a strong brand that worked alongside their leader's personal brand.

If you find your role as the Wizard isn't as effective as it used to be, get in touch. We can help sort out the architecture in a way to leverage brand equity in both directions.