Aligning corporate and personal brand

18 February 2020

Never has business and personal brand alignment been more important than it is in this age of over-exposure. Who you really are, what you care about and what creatively inspires your deeper self is a direct reflection of how you do business, the ways through which you engage with your audience and how you aspire to implement change in the world. Our corporate brands are the mirror extensions of how we perceive ourselves; building an honest corporate brand is an extension of our business, a journey for the real innovation and a constant evolutionary process. And this alignment is even more important in the services sector; the professionals dealing with strategy and business development, the marketeers and campaign directors, the people who sell their knowledge and time, need to align themselves with what they put on the table. The two must match seamlessly.

The rhetoric is simple:

✓ brands have been humanised through online access to their founders

✓ businesses share their behind-the-office moments to unveil their corporate culture, social responsibility and operational ethos

✓ there is a deep urge to come closer together after our global involuntary isolation

The Personal Balanced Scorecard (PBSC)

Your personal brand has no value unless you materialise and deliver on this promise. The essential cycle for this revolves around: WHAT YOU WANT TO DO, HOW TO ARTICULATE IT, HOW TO MAKE IT ACTIONABLE.

WHAT YOU WANT TO DO: your ideals, ambitions, intentions, needs, deep desires

HOW TO ARTICULATE IT: how do you say what you want to do, what is your tone of voice and choice of words in establishing credibility and alignment?

What You Want To Do: is there consistency between what you are saying and what you are doing? Are your thoughts and your practices the same?

Implement and cultivate the corporate brand (Corporate Balanced Scorecard – CBSC)

You need to implement your corporate brand to make it a reality and make consistent efforts to grow your corporate brand awareness. This calls for a complete understanding of what the brand IS and how it is MAINTAINED through time. The more you strengthen, maintain, and cultivate the corporate brand, the more successful the company will be; and the more you strengthen, maintain and cultivate yourself, the bigger the positive impact thi is likely to have on your business.

Maintaining checks and balances

Being able to cross-check if your personal and corporate brand are in alignment is all about maintaining checks and balances; I find this even more imperative in the world of creative consultancy. Imagine a client meets you for the first time. The project brief is simple: a new brand for a homeware white linen collection, from start to finish. Your tasks are enormous: you are essentially creating a whole new brand, for someone else, from naming to design, business development and marketing, to media exposure and complete brand development. The client sits down with you for a quick lunch and realises that the way you dress, talk and hold the fork have nothing to do with the people they want their brand to be used by. This is the incremental test of all times: for a new client to be convinced to work with you, they have to believe that you are a potential client too or, at the very least, understand what the potential client should look like. You have to articulate your personal brand with love and passion, be committed to change, and improve your perceived value in the marketplace and yourself continuously.

In the world of services, who you are matters as much as what your brand does; the two are inextricably linked. If you are truly serious to professionally grow, you have to put yourself in a position where others can see and hear what you have to offer. A personal brand can help you separate personal exposure from personal brand exposure too; you are not sharing too much because what you do is who you are. Faithfully following this brand alignment can only lead to unlimited growth both personally and professionally.

Cyprus Diaspora Forum: expanding horizons

The first Cyprus Diaspora Forum, held in March 2024 in Limassol, brought together Cypriots from around the world for a four-day celebration of achievement and connection. Famiglia Eight was a Partner to the event, contributing significantly with insights, participation and PR. The event aimed to:

Recognise the Significance of the Diaspora: The forum highlighted the important role Cypriots living abroad play in promoting the island nation’s culture, economy, and innovation.
Foster Stronger Relations: Through networking events, panel discussions, and cultural activities, the forum fostered stronger ties between Cypriots in Cyprus and the global diaspora.
Explore Collaboration: Discussions focused on areas of collaboration, such as entrepreneurship, philanthropy, and investment, with the goal of leveraging the diaspora’s expertise and resources for Cyprus’s benefit.

The forum featured roughly 200 speakers including prominent figures from business, government, academia, and civil society. Sessions covered a wide range of topics, including:

The Successes of the Diaspora: Entrepreneurs and leaders from the global Cypriot community shared their stories and insights, inspiring attendees and showcasing the diaspora’s potential.
The Role of the Diaspora as Brand Ambassadors: Discussions explored how Cypriots abroad can promote Cyprus as a tourist destination, a business hub, and a center for cultural exchange.
Entrepreneurship: The role of entrepreneurship in fostering global relations, key lessons for success and the importance of brand building. Our CEO participated in this Panel providing key insights on brand equity and building business.

The first-ever Cyprus Diaspora Forum proved to be a resounding success. By bringing together a global network of talented and passionate individuals, the forum laid the groundwork for continued collaboration and a brighter future for Cyprus.

The Cyprus Diaspora Forum kicked off with an exclusive breakfast gathering, featuring Limassol Mayor Mr. Nicos Nicolaides. He emphasized the critical role of the diaspora in building bridges and uniting efforts to support Cyprus across political, business, and cultural spheres.

Prominent figures like entrepreneur and philanthropist John Christodoulou, Invest Cyprus President Marios Tanousis, Dynamic Works CEO and co-founder Angelos Gregoriou, and RIK General Manager Thanasis Tsokkos, all addressed the breakfast, underlining the diaspora’s significance and offering valuable perspectives on Cyprus’s future and global image.

At the opening ceremony, graced by the American Ambassador and the Australian High Commissioner, Paul Lambis, the forum’s founder, delivered a welcome address. He highlighted Cyprus’s transformation into a vibrant business hub brimming with investment and employment opportunities for both locals and international talents.

The following 4 days included panels on interesting topics such as hospitality and tourism, entrepreneurship, the future of business, media and culture and many more. Entrepreneurs, policy-makers, stakeholders and the business world from Cyprus and abroad, shared valuable insights on their respective topics, generating lively dialogue and excellent thought leadership.

The event concluded with an impressive gala dinner attended by more than 350 people, with a rich entertainment programme, referencing the Cyprus traditions and notable local artists who are making waves in Europe. The gala also included the 1st CYDIA Awards, given to individuals who have made their mark on the global stage. The Lifetime Achievement Award was given to Mrs Tasoula Hadjitofi, “The Icon Hunter,” who is renowned worldwide for her work combatting art trafficking. In 1997, she coordinated “The Munich Case,” one of the largest art trafficking sting operations in European history since WWII. More than 5000 artifacts were found hidden in the double ceilings and hollow floors of the Munich apartments of Aydin Dikmen, a Turkish dealer known as “The Archaeologist.” Tasoula’s work as a campaigner to protect the world’s cultural heritage spans over 30 years.

The Cyprus Diaspora Forum generated a wave of positive buzz, captivating participants and garnering significant attention from local and global media outlets. Fueled by this success, the Forum’s founders are already charting a course for year two, promising an even grander event in 2025.