Blog
Why building your personal brand matters
Learning & Development
People & Culture
Mark Hall, Opencast Agile Delivery Management Lead, talks about why personal brand is important: "To me, personal branding means understanding how others perceive me at present, what I want that perception to be, and how I can achieve that desired perception in the future."
What is ‘personal brand’?
"Jeff Bezos, the founder of Amazon once said, "Your brand is what people say about you when you're not in the room." When you need a new pair of trainers, which brand comes to your mind first? For me, it's Nike. Why? Because Nike is a reliable brand that has served me well in the past.
"To me, personal branding means understanding how others perceive me at present, what I want that perception to be, and how I can achieve that desired perception in the future."
Why is personal brand important to you?
“The idea of a ‘personal brand’ has recently become very important to me. In a previous role in 2015, I had to deliver some bad news to around 100 employees that they would either be made redundant or relocated. At the time, a union representative told some unhappy staff, “You should have left anyway if you hate it that much!” referring to their previous feelings towards their role. What I didn’t know then was that this advice would redefine me as a person.
"As I left that job and moved on to new opportunities, I unconsciously shaped and tailored my work to fit my needs, values, and preferences. Over time, this exercise helped me discover my passion and desire for what I do, which has changed my brand and enabled me to put together this offering."
How have you been sharing your knowledge about personal brand?
"I was inspired by a manager who challenged me on why I was so satisfied with my current job and career path. This made me realise that I had unconsciously been on a journey of job crafting and redefining my personal brand.
"By understanding how I had achieved this, I started running sessions to share my story and help others understand their own brand and how to redefine it. I hoped the initiative I led would help people understand themselves better, both now and in the future."

How do you define your own personal brand?
"My brand vision is to "inspire and empower both individuals and organisations to achieve their full potential". I strongly believe that effective leadership is key to success, and I am deeply passionate about helping people become the best leaders they can be. By cultivating leadership skills and providing guidance, I know that we can make a positive impact on the world at large.
"It is important to me to help individuals and organisations in all areas of life, not just in the agile or coaching fields. I find great joy in helping people discover their "a-ha" moments, understanding what success means to them, and building a plan to achieve it. Above all, I am committed to creating safe and trusted environments for everyone to flourish and succeed."
What personal brand sessions have you run so far?
"Before joining Opencast I delivered my brand session 221 times, using it to find purpose and have fun during difficult Covid lockdowns. However, this was more of a talk and question and answer, rather than what it is today.
"When I joined Opencast I was keen to keep this going. I spoke with Cate Kalson (Chief People Officer) and Emma Clark (Director of Brand and Marketing) to see if there was anything similar in Opencast. A thought leadership initiative was on the horizon, so Emma and I decided to run a small experiment face-to-face with three people. A special thanks to the first three-amigos; Laura Shuttleworth (Client Experience Director), Mel Irving (Talent Engagement Specialist) and Linda Lambert (Consultant in Agile Delivery Management).
"From this experiment I was able to understand that the course did add value and give people a way to understand their as-is perception via self-reflection/peer-reflection and via understanding what their future vision brand looked like.
"At this point I rebranded the slides to Opencast and put a lot of focus on the quality of the session, presentation, and accessibility to ensure it was an offering everyone could take part in.
"Since then, a further 106 from Opencast, DWP Digital, Hippo Digital and some independent contractors have been through the revamped course.
"Of those 106 people, 87 completed a post-event survey scoring:
91% course rating.
94% facilitator rating.
93% recommend to colleagues rating.
97% learned something new rating.
"So I now sit here with 327 who have been through the course in some shape."
What did you get out of this?
"I am driven by the desire to empower others to achieve their goals and to create a better future for everyone. By focusing on people and organisations I desire to unlock their full potential and achieve greater success and fulfilment in their lives.
"This course offering wasn’t perfect, and it continuously evolved over time, utilising user feedback and data. But what I did see is people recognising ways to understand their as-is and their future brand. I saw this via the feedback scores and wonderful comments. I saw people smile; I saw people have those ‘eureka’ moments and most importantly I saw people start to reach out for as-is feedback and start to build them visionary plans."

What are your key learnings and what can others learn?
Purpose
"Ensure the purpose of my session is communicated to the people who come on the course in multi-formats i.e. in writing and in a short video clip. To begin with I just had writing and not everyone fully read and there was feedback around "not meeting expectations"’ so I made a video which explained the course and this received brilliant feedback."
Focus on the most powerful content
"When I first started the slide pack was in excess of 50-slides and I struggled to keep the session to the 2-hour slot. Overtime I analysed feedback and adapted the slides to pull out the most powerful questions and exercises, whilst sign posting other content to review in their own time."
Low numbers shouldn’t mean cancelling a session
"To ensure I offered this to all Opencast Hubs and ‘further a-field’ (40+ miles from a hub) people, I said I will do a face-to-face session at each site and a virtual session too. The point I am about to make reminds me of my rugby days when I turned up to training and there was only two people training, the coach would get there and say "To hell with this, I'm off", passing the blame to those two people who had made the effort. Whereas those two people wanted to train and had made the effort to get there, so the coach should have adapted and found a way to make the session valuable for those two, rather than punishing them.
"So looping it back to my sessions, there were times where I was travelling to London or Glasgow and we had low numbers, but I still travelled and carried out these sessions, because everyone should have the same offering ie the session style of their choosing (face-to-face or virtual)."
Speak up if you have an idea
"Thomas Edison once said, "The value of an idea lies in the using of it". Many of us have amazing ideas, have the confidence to share your ideas with your colleagues and don’t be scared to experiment, even with a small group!"
Understand yourself and make a plan
"Albert Einstein is reported to have defined insanity as “doing the same thing over and over again and expecting different results". So you can accept what people think about you when you are not in the room or you can find out what that is now and make a vision and plan of how you evolve that perception / brand.
"Start with self-reflection, try the Johari Window exercise to analyse people’s views on yourself, then start to populate:
what’s important to you
what isn’t
what inspires you
what motivates you
what you’re good at
what you want to be good at etc.
"From this form a statement of where you want to get to and make that plan to take you there."












