INTHEBLACK December 2025 / January 2026 - Magazine - Page 31
A personal brand is an important
tool to help remain competitive
and relevant. It can also increase
earning potential by up to
20 per cent.
WORDS MEGAN BREEN
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hile the tools have changed, the principle
remains the same: a professional's
reputation precedes them.
Leaders and public figures have long
understood this concept. Socrates managed to build
his reputation without writing a single word, relying
entirely on public speaking, word-of-mouth and
perception. More recently, public figures, celebrities
and influencers have embraced the power of online
connectivity to craft narratives, connect with their fans
and even monetise their lifestyles.
However, personal branding is also an important
tool for professionals. Whether job hunting, growing
a business or trying to attract the right staff,
professionals should ensure that others see what they
stand for, understand why it matters and trust that they
are worthy of consideration.
THE ART OF MODERN LEADERSHIP intheblack.cpaaustralia.com.au 31
