Can you tell me a bit about your background?

As the first employee at global influencer marketing agency Influencer, I played a pivotal role in launching the business and growing it into the globally recognised brand it is today. I worked closely alongside the founders to navigate the ever-evolving influencer marketing landscape and developed an in-depth knowledge of the influencer marketing and social media industries. Influencer now boasts 140+ people, working across Europe, North America, and the Middle East, and global clients including Google, Coca-Cola, Amazon, TikTok and Meta.

As the Marketing Director, my role included ensuring that the Influencer brand was consistently communicated to our target audience to the highest possible standard. A core pillar of this was managing the personal brand of the CEO, Ben Jeffries, and encouraging strong advocacy from employees at all levels of the business.

7 and a half years later, I’m excited to be entering the world of freelancing, specialising in marketing and  personal branding.

How has the world of Personal Branding changed over the last few years? How do you think that could impact employers?

Personal branding, as we know it today, is a relatively new phenomenon. A decade ago, personal branding was the domain of early social media influencers and bloggers. Fast forward to now, and with the explosion of social media, everyone has a personal brand. It’s how you show up online, whether that’s on TikTok, LinkedIn, or any other platform. Even if you choose not to cultivate a personal brand, that choice itself becomes your brand. Meta, I know.

This evolution in personal branding is a goldmine for employers. When nurtured and guided properly, the rise of online personal brands means companies can tap into a network of influencers and advocates within their own workforce—people who live and breathe the company’s values. These employees can authentically promote company news, share insights, and create content that resonates because it’s coming from those who know the brand best.

It seems things are changing quicker than ever, how do you keep up yourself?

LinkedIn is one of my go-to sources for inspiration and insights. I follow a range of thought leaders who consistently share quick, actionable takeaways on industry news, platform updates, and emerging trends. You’ll find a selection of these brilliant individuals later in this article!

I’m also a big fan of newsletters—they’re a fantastic way to stay informed. The Hustle is particularly brilliant for keeping up with the latest in marketing, tech, and business, and it even has a podcast to dive deeper into these topics. Morning Brew is another excellent resource for staying on top of general trends, including branding. I love their tag line: “Become smarter in just 5 minutes.”

What are your predictions for Personal Branding into 2025?

My number one personal branding prediction for 2025 is the rise of more intimate, niche communities, driven by the increasing popularity of newsletters (there’s a theme here!) and broadcast channels. As the digital landscape becomes more saturated, people are seeking deeper, more meaningful connections.

Newsletters, which are experiencing a resurgence, allow individuals and brands to communicate directly with their audience in a personalised and focused manner. They offer a space for curated content, exclusive insights, and a more personal touch that fosters loyalty and trust. The one-on-one nature of newsletters creates a sense of exclusivity, making subscribers feel like they’re part of a special group.

Similarly, broadcast channels, like those on Instagram and WhatsApp, enable users to cultivate dedicated followings by sharing updates, behind-the-scenes content, and direct messages that feel more personal and engaging. These platforms are evolving to prioritise quality interactions over quantity, allowing individuals (and brands) to build and nurture smaller, more engaged communities.

Who is really setting the standards in Personal Branding? Who should we be keeping an eye out for?

• Claudia Cardinali, Strategy Director at Great Influence. Claudia posts brilliant insights about her management style and what she learns from the entrepreneurs she works with.
• Ellie Middleton, an activist, speaker and writer who focuses on breaking taboos and empowering neurodivergent people to thrive in and out of the workplace.
• Grace Andrews, Marketing & Brand Director at Flight Studio. Grace writes thought provoking content about the world of work as well as sharing valuable behind the scenes updates and takeaways from her job at Flight Studio, ​​home to The Diary Of A CEO podcast.