Building your personal leadership brand is about understanding and making the most of your strengths, working on those areas that you feel are challenging, and learning how to share who you are and what you stand for in a way that connects with your people.

Why do you need a personal brand, vision or strategy if your company already has one?

An organisational strategy provides the overall direction for a business, but its most senior leaders - usually the Board - will want confidence that its people (including the CEO) are able to design and deliver it. That's where your personal vision and strategy helps you to stand out.

One of the questions I often get asked is why a leader - or business owner - needs a personal brand, vision and strategy. Especially if they own or work for a company that has its own identifiers and direction.