This is a guest post from Oren Greenberg, a growth marketer and founder of the Kurve consultancy in London. He helps startups and corporate innovation projects scale using digital channels. He has written for leading marketing blogs and has been featured in the international press.
A business is an abstract entity, which is brought to life by its people. Every team member has a part to play in representing their organization – not in the sense of blindly flying the flag or sacrificing their own identity, but in the sense of owning their area of expertise and sharing their deepest knowledge.
These days, it’s normal for a business leader to build their own personal brand. These are the “thought-leaders” we hear about so often. But I believe that too many organizations stop here, and miss the chance to create a team of people who all have strong personal brands.
In turn, I believe this limits the opportunity to build credibility, reliability, and authority – three of the key considerations for B2B buyers.
So, the tactics I discuss in this Process Street article are designed to apply to team members at every level of the hierarchy. They are suitable for business leaders, but also for executives and junior staff.