‘A sponge for all his knowledge’: Inside the rise of personal brand managers
Do personal brand managers help busy execs build their social presence, or are leaders at risk of losing touch with their audience?
Gymshark boss Ben Francis, Brewdog founder James Watt and former Manchester United footballer Gary Neville have all recruited for a personal brand manager.
Personal brand management isn’t a new phenomenon, but it’s one that has taken off in recent years. As those at the top juggle more responsibilities than ever before, personal branding is one element they are handing over to other people.
Ash Jones, founder of brand management company Great Influence, defines the role as being the “identity of somebody and the career they’re building”. His background, working at agency Social Chain with Steven Bartlett, is where Jones started building a focus on personal brand.
“Through having a personal brand manager, the end goal is to try and create an opportunity for yourself that takes you into the next step of your career,” he says.