Today, I talked to British Personal Branding expert Malcolm Levene. He shared his views on authenticity, the Internet, customer service and how personal branding is practised in the UK.
What do you do?
I help people to discover their Personal Brand. I do this by showing them how they can develop a Brand that authentically represents who they are on the inside, and expresses itself accurately on the outside.
What is your definition of personal branding?
Inner Branding = Values, passions & beliefs. Outer Branding = All forms of communication, from body language and voice to attire and grooming.
What can people do today to work on their brands?
Develop their Inner and Outer Brands, so that they can distinguish themselves from the crowd, in a good way.
How did you get into personal branding?
It began because I desired to improve my own Personal Brand. I met many individuals who I thought had wonderful Personal Brands, and they inspired me personally, which is what motivated me to help others.
What was it like working with Tony Blair?
Although I set up the deal to work with Blair, as luck would have it, I was out of the country when it all happened. I do remember my brief, which was to help Mr. B to convey a people-friendly, sophisticated image, with a British-European feel.
Do you see personal branding differences in the UK vs. the USA?
It seems that the USA focuses on Outer Branding (Image) or one’s online Brand. Where as in the UK, there seems to be a real interest in a person’s Inner Brand, substance over style, if you like.
How important is authenticity to you?
For me, it’s fundamental. It underpins my work and my life. In order to truly be ‘you’, you have to be authentic, however, only if that ‘you’ is the ’you’, you’re most proud of.
Please tell us about Malcolm Levene and your take on customer service?
The Malcolm Levene retail business was renowned for providing the Gold Standard in customer service. I taught each of my sales staff to go the extra mile for every client, irrespective of who they were or how much they spent. I also made it patently clear that the reason we were in business and able to stay in business, was solely because of the client. Moreover, although I paid the staff’s wages I made it clear they worked for their customers.
Do you think the Internet has changed personal branding?
I think the internet might have given some people the impression that as long as you make a good impression online, you’re done. In order to ensure your Personal Brand is taken seriously it’s vital that our online and offline Personal Brand is congruent.
You offer a great deal of personal branding and other insights on Twitter, is this your favourite online platform?
Yes – I really like Twitter. The challenge of offering helpful tips and only having 140 characters in which to do so, really appeals to me.
Who do get inspiration from?
People who have an outlook on life that resonates with mine usually inspire me. I find reading specific books inspire me, as does coaching individuals who are searching for more meaning in their lives. In addition, almost every coaching assignment I take on, teaches me how to be better version of me, for that I’m truly grateful.
Final words of wisdom?
Don’t know if this is ‘wisdom’, however, it seems to me that one of the most important relationships we have in our lives, is the relationship with ourselves. And one of the ways we can enable that relationship to flourish is to develop our very own Personal Brand.
Learn more about your brand at Personal Branding from the Inside Out.
Malcolm Levene teaches businesspeople how they can develop a strong, sustainable Personal Brand and by doing so, significantly improve their influencing skills and personal impact. This, in turn creates an enviable brand and a strong reputation.
Malcolm’s private clients have included Tony Blair, Alastair Campbell, Michael Marks CBE, Robert Walters CEO of Robert Walters PLC and Michael Gove MP. Malcolm’s corporate clients include Prudential, Deutsche Bank, Tesco, Citigroup, Robert Walters PLC, Nestle’, KPMG, Old Mutual, Volvo (UK), The Bank of New York Mellon and M&G Investments.
He is a regular contributor to the Huffington Post and his own blog, be sure to follow Malcolm on Twitter @MalcolmLevene for more personal branding inspiration.
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