A new report has revealed a significant gap between awareness and execution in personal branding strategies among UK business professionals.
The 2025 Personal Branding Benchmark Report, published by branding consultancy Jago, surveyed over 200 business leaders and found that while the vast majority recognise the value of cultivating a strong personal brand, few are effectively implementing strategies to achieve it.
Key areas of weakness identified include digital visibility, industry recognition, and strategic use of professional networks.
The report found that many professionals are underleveraging digital platforms and failing to use their networks to build and promote their personal brand – limiting both their influence and professional advancement.
BRAND AND PERFORMANCE
The findings come at a time when the personal brand of senior executives is increasingly linked to broader corporate performance.
Research cited in the report shows that 82% of people are more likely to trust a company if its executives are active on social media, while 77% of consumers are more likely to buy from a business whose CEO maintains a visible online presence.
AI WARNING
Despite the growing importance of digital engagement, the report warns against over-reliance on automation and technology.
While artificial intelligence offers new tools for content creation and personal branding, Jago’s analysis underscores that sustainable success depends on using these tools to enhance – rather than replace – genuine human connection.
The report concludes that professionals who take a strategic, authentic approach to personal branding stand to gain a significant competitive advantage.
This includes stronger business development opportunities, improved talent attraction, increased profitability, and more defined professional positioning within their industries.
CLOSING THE GAP
Ryan O’Keeffe (main picture), founder of JAGO, said: “As organisations continue to navigate an increasingly digital and reputation-driven business environment, Jago’s research highlights the urgency for professionals to close the gap between understanding the value of personal branding and taking meaningful action to build it.
“The importance of a strong personal brand cannot be overstated. It can help attract new business, increase profitability, attract talent and position you as the go-to person in your market.
“What’s become abundantly clear is that while many professionals recognise the
importance of personal branding, there’s a significant gap between understanding and implementation.
