As part of the ongoing Unisa Masterclass Series, the Department of Marketing and Retail Management in the College of Economic and Management Sciences (CEMS), in collaboration with the Marketing Association of South Africa, recently held the second session masterclass themed "Personal branding and the personal brand experience: Strategies for professionals to build influence and credibility". The session featured Nqobile Mavundla, a senior marketing professional and strategic leader currently serving as the Senior Manager for Retail Marketing and Go-to-Market at Telkom.

In his opening address, CEMS’s Prof Sipho Makgopa, welcomed participants and emphasised the importance of personal branding as a critical skill for professional growth in today’s dynamic work environment.

Central to the discussion was the concept of personal branding and how individuals can intentionally shape how they are perceived in professional environments. Mavundla highlighted that personal branding goes beyond qualifications and technical skills. She stated: "Personal branding is the process of being intentional about shaping how people experience and remember you". Mavundla added: "In an increasingly competitive workplace, individuals are required to actively manage how they present themselves, communicate their value and build credibility over time."

The session also drew a distinction between personal branding and self-promotion. While self-promotion focuses on communicating achievements and skills, personal branding is rooted in identity, values and purpose. Emphasising that a strong personal brand begins with self-awareness, Mavundla noted: "Personal branding does not start with marketing yourself, it starts with your identity". This perspective encouraged participants to reflect on who they are and how their values shape their professional presence.

Additionally, the session unpacked key elements that shape personal branding, including reputation, expertise, behaviour, communication and values. Reputation is built through consistent delivery and reliability, while expertise reflects the knowledge and skills that individuals are known for. Behaviour and professionalism influence how leadership potential is perceived, and communication determines how effective individuals express ideas and contribute to discussions. Values, in turn, form the foundation of a personal brand and guide how individuals engage with others.

Mavundla also addressed internal barriers that often limit professional growth. She highlighted how self-doubt, fear of judgement, and a lack of confidence can prevent individuals from sharing their ideas or pursuing opportunities. "These internal challenges can significantly impact visibility and career progression, particularly in environments where active participation is essential," she explained.

Further reiterated was the role of visibility and professional influence. Participants were encouraged to actively contribute to meetings, share insights and seek opportunities that showcase their expertise. For Mavundla, when visibility is aligned with competence and consistency, they help build trust and credibility within organisations.

Also, the masterclass highlighted the growing role of digital platforms in shaping personal brands. Platforms such as LinkedIn, podcasts and blogs provide opportunities for individuals to engage in industry conversations and build professional networks. However, participants were cautioned to use these platforms responsibly, as online actions can significantly influence professional reputation. During the engagement, participants also had the opportunity to reflect on their personal branding journeys and the steps required to build authentic and impactful professional identities.

Makgopa closed the session by commending the speaker for her insightful presentation. He also encouraged attendees to apply the lessons learned in their professional and personal development.

Ultimately, the masterclass reinforced that personal branding is an intentional process, one that requires self-awareness, consistency and the courage to be visible. By aligning identity, values and actions, individuals can build strong personal brands that enhance career growth and create meaningful professional impact.

* By Lebogang Saule, Lecturer, Department of Marketing and Retail Management, College of Economic and Management Sciences