The Armor of a Personal Brand for Women Leaders

Professor Gabriela Salinas from IE Business School draws on her expertise in branding and marketing to look at how developing a personal brand poses specific challenges for women. In particular, how women tend to be less liked as they become more successful, with the opposite being true for men, and how women can combat this gender bias with a strong personal brand.

The article explores how the ‘armor’ of this brand can help female leaders maintain focus on their objectives and prevent them from being overly concerned about their short-term likeability. This focus creates respect in the long term, with Salinas using the example of Angela Merkel as a female leader who has stuck to a clear vision despite losing popularity at certain points in her tenure, earning her both respect and long term influence. Read the full article on IE Insights here.