Personal Brand


John Mabberley

John Mabberley is an incredible trainer, coach and speaker. A 30-year career as a City banker saw John hold senior positions in Private Banking and Wealth Management. Personal Brand is one of John’s favourite subjects to train/coach, as he believes strongly a key component to a successful career is identifying your Personal Brand.

In this month’s spotlight John is going to give us some advice on why our personal brand is so important and what we can do to manage it.

Click here for more information on our Personal Brand course. If you are interested in organising a course or having some 1:1 coaching, please contact our global logistics team; their contact details are below.


Your Personal Brand is the powerful, clear idea that comes to mind whenever others think of you.

It is built around your actions, but also includes your abilities and more importantly your values. It’s about how you present yourself to others and what they identify with you. It’s what you stand for!

Put simply, and in the words of the Amazon CEO Jeff Bezos: ‘It’s what people say about you when you are not in the room!


Like it or not, we all have our own Brand; a personal “product portfolio” which we present to others the whole time. It will be a mixture of positive and negative elements that others see in us. And that’s the difficulty, because it is about the perception that others have of us, and as we know, that can differ greatly from person to person.

So the simple act of being late for a meeting can be seen by some as an indication of how busy you are and how important your work is; to others it will be seen as inconsiderate, rude, or even arrogant.

What is certain is, that how others perceive you will have an enormous say in you achieving the goals you have set yourself, both in your career and more generally in life.


The first step is to want to!

Thinking about who is important within our target market and how it is that they perceive us, is not something we generally do with any degree of formality. It requires a high degree of introspection and sometimes that is both uncomfortable and difficult.

However, once we know what others think, we can ask the question why is that? What are my behaviours that cause this perception? And if I want that perception to change, how must my behaviours change?

A well thought-through Personal Brand that, through your behaviours, highlights your greatest skills and attributes, is the most important factor in creating a strong, lasting and positive impression.

But beware. The topic is not about faking it. It’s about understanding, developing and LIVING your Brand.

Personal Brand Videos