Negotiation and mediation in personal branding: finding the right balance: A Confidentially Speaking webinar with Jocelyn Robinson
In business, negotiation is often associated with deals, contracts, and boardroom discussions. But as we explored in our recent Confidentially Speaking webinar, negotiation also plays a crucial role in something far closer to home - building and maintaining a personal brand.
Elise Margow, Founder of Confidentially Speaking, sat down with personal branding expert Jocelyn Robinson to discuss how professionals navigate the tensions between their personal brand, corporate identity, and market expectations.
The conversation revealed a fascinating intersection between negotiation, mediation, and personal branding - one that requires careful strategy, self-awareness, and sometimes, tough decisions.
The first negotiation: with yourself
Before taking your personal brand into the public sphere, the first (and perhaps most difficult) negotiation is internal. You’ll need to ask yourself some tough questions:
· Do you believe in personal branding? Many professionals, particularly in Australia, hesitate to actively shape their personal brand, fearing it’s too self-promotional. Robinson notes that overcoming this mindset is crucial - your brand exists whether you curate it or not.
· Will you make time for it? Crafting a strong personal brand requires consistent effort. As with any negotiation, preparation is key: What are your values? What do others say about you? What do you want to be known for? Answering these questions helps set a strong foundation.
Negotiating your brand within a company
Aligning your personal brand with corporate objectives can be another delicate negotiation. While companies increasingly rely on employee and leader brands to drive engagement (particularly on platforms like LinkedIn), this relationship must be mutually beneficial.
Robinson highlighted a trend: leaders and employees are now the face of corporate messaging, often generating far more engagement than official company posts. This shift means professionals need to negotiate how their brand supports company goals without compromising their personal integrity.
Key considerations include:
· Does your company’s mission align with your personal values?
· How can you contribute to corporate messaging while maintaining authenticity?
· Are you comfortable being an external advocate for the organisation?
In some cases, this alignment can be tricky - particularly if leadership changes or corporate values shift. If a company’s direction no longer resonates with your personal brand, mediation becomes necessary. This involves open discussions with leadership about how best to represent the company while staying true to yourself. And, if fundamental misalignment persists, it may be time to negotiate an exit strategy.
When conflict arises: mediation vs. walking away
What happens when the conflict between personal brand and corporate messaging becomes too great? Robinson’s advice: don’t react impulsively - pause, reflect, and strategise.
If you’re asked to publicly endorse a corporate position you disagree with, consider:
· Can you stay quiet without damaging your integrity?
· Is this a temporary issue, or is the company’s direction fundamentally changing?
· Would a private discussion with leadership lead to a compromise?
In extreme cases, professionals must negotiate their next move - whether it’s redefining their role internally or making the decision to leave.
“Your personal brand is what you take with you to every job interview, every networking event, and every boardroom,” says Robinson. “Protecting it is non-negotiable.”
Final thoughts: the long game of personal branding
The key takeaway from this discussion? Personal branding is a long-term investment, requiring constant negotiation with yourself, your company, and the broader market.
If you’re looking to refine your personal brand:
· Google yourself. What does your digital footprint say about you?
· Develop a content strategy. Identify key themes that align with your expertise.
· Engage with your industry. Commenting, sharing, and posting on LinkedIn builds credibility.
As Robinson puts it: “You don’t have to be loud to have a strong personal brand - you just have to be consistent.”