How Agencies and Brands Can Build a Culture of Authentic Personal Branding
Why encouraging personal brand building is good for business, and how to do it without losing the plot (or the people).
In today’s hyper-connected world, your team’s personal brands are no longer optional. They’re visible, whether nurtured or not. And when done well, they can be a powerful asset for individuals and the organisations they represent.
Still, many leaders hesitate. There’s a fear it might distract from the work, or worse, lead great people elsewhere. But clinging to control over visibility is a fast track to irrelevance. The real opportunity? Helping people build an authentic personal brand that supports both their growth and your business.
We caught up with Darren Burroughs, Managing Director at Sticky, to talk about how to get it right and why creating a culture that embraces personal branding might be one of the most valuable things a modern leader can do.
Make Authentic Personal Branding a Part of Your Culture – Not Just a Side Project
Picture a world where your team’s names open doors, their expertise attracts the clients they dream of, and their insights resonate deeply with audiences. This is the power of personal branding. It’s not just about a logo; it's about creating trust, credibility and connections that go beyond transactions. The benefits are tangible: increased visibility, stronger client relationships, and deeper, more meaningful engagement with the right people.
Darren Burroughs
Managing Director, Sticky
At Sticky, personal brand building isn’t something bolted onto people’s roles – it’s embedded in how the business operates. Darren’s philosophy is clear: when people thrive, businesses do too.
“Your personal brand is your shop window,” he says. “By investing time in it, you are investing in your future.”
And it’s not just opinion. According to HR Magazine, 91% of UK hiring managers prefer candidates with a strong digital professional brand.
But the value goes far beyond individual growth. In a business where people are the product, visibility strengthens the agency as a whole. A team of smart, respected thinkers reflects well on the brand they represent. As Darren puts it, “Broadcasting their brilliance is the best type of marketing we could ask for.”
That shift from seeing personal brands as a threat to seeing them as a shared asset is a powerful mindset change. And it starts at the top.
“It’s a reciprocal thing,” Darren added. “If I encourage people to build their personal brand, they’re likely to be more engaged, motivated and proud of the work they do – and that feeds back into our reputation as an agency.”
Why Do People Hesitate with Personal Branding?
Still, encouraging personal brand building is one thing. Getting people to actually do it is another.
The biggest blocker? It’s not a lack of time or talent. It’s what Darren calls the “ick” factor – the fear of coming off self-promotional or inauthentic, especially on platforms like LinkedIn.
“They see LinkedIn as a place where ‘business people’ crow about their new jobs or share humble brags,” he explains. “They don’t see it as a platform for the sharing of fantastic ideas and knowledge… a platform for satiating curiosity.”
For creative teams, this discomfort can be especially strong. That’s why the approach can’t be about pressure or targets. It has to be about support.
“The only way to help people move past it is to encourage, support and be a champion for LinkedIn,” Darren says. But that doesn’t mean pushing everyone onto one channel. “Blog writing, public speaking, networking – there are other ways to tell your story.”
It’s about helping people find a medium that feels right for them – and making it safe to show up as themselves.
“Some people feel vulnerable putting their thoughts out there. The best thing we can do as leaders is celebrate the effort, not just the results,” Darren added.
Authenticity isn’t a performance – it’s a principle
One of the most overused words in branding is “authenticity.” But for Darren, it’s not about tone or tactics. It’s personal.
“As a person of colour, I have felt pressure to not be myself to ‘fit in’,” he says. That experience now shapes how he leads. His goal is to create space for others to be seen and heard for who they really are.
“Authenticity isn’t virtue signalling or being performative,” he says. “It’s not pretending. Because that always comes back to bite you.”
That means leaders have a responsibility to lead with empathy – and to create a culture where people don’t feel they have to check parts of themselves at the door just to ‘fit the brand’.
“You have a duty to understand your people,” Darren adds. “By understanding them, you can then create that environment where people feel they can be themselves.”
For those early in their careers, the idea of building a personal brand can feel premature. But Darren believes brand-building isn’t about having all the answers – it’s about exploring them in public.
“You find your professional identity by living it,” he says. “By developing a sense of what interests you and is important to you.”
The key is curiosity, not polish. When people are encouraged to share what they’re learning – not just what they know – they grow faster. And they resonate more deeply.
“Being transparent about that journey is powerful.”
Even a few thoughtful LinkedIn comments, a shared article or a short post on a project can build momentum.
“Just write stuff that you have a genuine interest in,” Darren encourages. “Don’t be discouraged when the engagement levels start off low.”
The point isn’t to go viral. It’s to go visible. And that visibility compounds. “It's not about followers or likes,” he added. “It’s about how people start to perceive you when your name comes up in a room. That’s what personal branding really delivers.”
Let the Halo Effect Do Its Job
One concern that leaders sometimes voice is that personal branding could overshadow the company’s brand or even lead people away. But Darren sees that as outdated thinking.
“As long as you regularly reference where you work, the halo effect will come naturally,” he says.
In other words, when people show up in a smart, thoughtful way, it only adds to the company’s reputation. There’s no need for strict brand policing, just a shared sense of respect and purpose.
“We want them to be themselves,” Darren adds. “If this is done well and authentically, then the business bit looks after itself.”
It’s Time to Embrace a New Kind of Leadership
Ultimately, this is about more than profiles or platforms. It’s about the kind of leader you choose to be.
“For me, a good leader is followed through choice rather than obligation,” Darren says.
Supporting personal brand growth isn’t a distraction from the day job – it’s an investment in your people, your culture and your long-term relevance.
“You have to encourage, lead by example, show the benefits and support,” he says. “That’s how you’ll convince your teams to be more vocal and visible.”
And in a world where attention is currency and trust is everything, that visibility is no longer a luxury. It’s a leadership imperative.
If you enjoyed reading this, check out our other blogs. You’ll find an array of fascinating insights from the content marketing world and spotlight articles on our members.