In September Sara Rosso was speaking at PWA about “Personal branding”. Some key points were presented and discussed and attention was drawn towards the concepts of consistency and focus of your personal brand.
That’s where my question to Sara came up: how do you handle multiple personal brands?
What if, like in my case, you have a professional brand linked to your bread-winning position as Partner in a consulting company who is in charge of the GNSS (Global Navigation Satellite System) business unit as well as a not-for-profit professional brand linked to PWA Milan board position as President?
Some debate rose when I asked the question and two alternative options emerged:
- Do you really need to put the two personal brands together and/or promote both of them?
- Can’t you find a link between the two personal brands? What is the common denominator?
I found the second option way more puzzling and stimulating as I am not really sure about the answer. Apart from me as the physical container of these two personal brands is there something more?
The two contexts – supporting the European Commission in Brussels in understanding the market and economic opportunities of such an innovative technology and leading the Italian chapter of EuropeanPWN aiming to foster the professional growth and achievements of women – in fact have a few things in common:
- Global perspective and context – leveraging on the benefits of diversity in terms of nationality, perspective and gender
- Vision in action – when you have the objective to envision how the future will be and what benefits it will bring, but at the same time you have to make sure what you propose is feasible and actionable
- On the edge of innovation – be it the futuristic concept of intelligent cargo system or authentication of the signal or be it the social and cultural innovation we are contributing to bringing excellent professional women to Italian boards or through our mentoring program
- Networking opportunities in a professional context – whether the goal is to learn something about an innovative GNSS-based service, help a peer reach a board position or look for business opportunities, both contexts allow you to meet amazing people with amazing stories and experiences
My personal brands at a first glance look like two opposite edges with nothing in common, but in the end there is always a very rational reason behind the fact that opposites attract.
Does this all make sense to you?