How to Pick the Right Personal Brand Agency

Not all personal brand agencies are created equal. 

There's a lot of my clients that come to me AFTER they hired another personal brand agency. Whether the agency lacked expertise or wasn’t in tune with the specific goals of the client, the result was the same: frustration, lost opportunities, misspent time and reputational damage.

While executive social media can have a huge impact to your business - it can also make a huge impact if done wrong. This is why it's important to ensure you can trust the agency with your personal brand. 

Some criteria below to help you evaluate:

Criteria #1 | Do they come from a Brand Marketing / Social Media Background?

A degree in marketing is the prerequisite, then look for years of experience. Brand strategy is a specialized skillset that requires a deep understanding of brand management and how audiences consume content across different platforms.

• Do they have a marketing degree with years of experience?
• Have they actually built large corporate brands to understand the macro strategy or is it just based on what they have learnt on the internet about personal branding?

Criteria #2 | Does The Personal Branding Agency have any Partnerships that can help?

Personal branding doesn’t happen in isolation. Today’s social media environment is a complex ecosystem. Platforms change algorithms frequently, partnerships matter, and working within this framework requires more than just creativity. 

• Building a personal brand does not happen in isolation so it's important to consider how they work with the ecosystem and if they are certified partners.
• It's not just about creating great content - it's about creating great content in the context of the social media algorithms.

Criteria #3 | Does The Personal Branding Agency Connect Your Goals To ROI?

An effective personal brand contributes to your business objectives so ensure the agency is one that understands and can articulate executive level objectives.

• Do they work with not only your personal brand objectives, but also business objectives?
• Have they worked as Marketing Leaders to help you not only understand, but also help you set these objectives? 
• Do they have social management technology to help you analyze and audit your presence and your competitors presence?

Criteria #4 | Have they been a part of an executive team?

As a CEO or executive, your personal brand carries significant weight. The decisions you make, the content you post, and the way you engage with your LinkedIn audience all have the potential to impact your business. That’s why it’s important to work with a branding agency that understands the pressure and nuance that comes with your role.

• As a CEO or Executive you know better than anyone with experience comes understanding. It's hard to advise on a personal brand if you haven't been in that seat.
• Hiring a personal brand consultant that has led teams and been part of very nuanced executive conversations can be very helpful - especially in times of crisis management on social media. 

Criteria #5 | Am I getting Bespoke or just Cookie Cutter Advice?

There’s no one-size-fits-all approach to personal branding. Those that promote a "LinkedIn Operating System" or Canned LinkedIn Courses are just there for your money. What works for one executive in a particular industry might be completely irrelevant to another. Your personal brand is unique, and the strategies used to build it should reflect that.

• Are they customizing the process to our brand, industry, team members or just giving us a cookie cutter personal brand advice they give every client?
• Are they going to create custom content pillars and topics for us, or just use generic content pillars that everyone in our industry is using?

Criteria #6 | Do they Practice what they Preach?

Perhaps the most telling sign of a credible personal branding agency is how they manage their own online presence. Do they walk the talk? It’s easy to sell the idea of a personal brand, but are they investing in theirs?

• Are they investing in their personal brands with genuine content or simply buying their followers with advertising? How has that impacted them and their business? 
• Are they on all the different social platforms to understand their unique ecosystems and nuances?

Criteria #7 | What’s Their Track Record with Executives at Your Level?

Not all personal branding agencies specialize in working with senior executives, and that can make a difference. Building a personal brand for a C-suite leader or a high-profile executive requires a different approach than doing it for mid-level professionals or influencers. Have they worked with corporate enterprises or just startups - as you know those two worlds are very different. 

Criteria #8 | Do They Offer Reputation Management and Crisis Response?

Personal branding goes hand-in-hand with managing how you respond to challenges and crises, whether they are related to your business or your personal life.

• Do they have a plan in place for handling potential reputation crises, such as negative press, social media backlash, or public mistakes?
• Have they helped clients recover from PR disasters or address sensitive issues publicly?

Criteria #9 | How Do They Handle Content Creation and Thought Leadership Development?

Effective personal branding isn’t just about posting regularly—it’s about creating meaningful, thought-provoking content that positions you as a leader in your industry. The right agency should guide you in developing thought leadership.

• Do they have experience helping executives create insightful content that goes beyond self-promotion, such as blogs, white papers, podcasts, or keynote speeches? Do they offer executive ghostwriting packages?
• Will they help you identify the key themes and messages that you should consistently communicate to establish yourself as a thought leader?
• Are they able to capture your voice authentically in content creation, ensuring that it reflects your expertise and personality?

Criteria #10 | Do They Offer Long-Term Strategy and Support?

• Will they help you build a long-term plan that evolves as your business and personal life change?
• Do they offer ongoing services like regular social audits, updates to your brand messaging, and continued social media management?
• Can they help you pivot your personal brand in case of career changes, new ventures, or unexpected challenges?

Don't trust your personal brand to just anyone. Work with someone who brings integrity, a relationship-driven approach, and proven expertise in brand marketing and social media to help you unleash your brand's full potential.

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