Personal Branding Plays a Critical Role in Career Growth
By: Solomon Nartey Tetteh
Career coach and HR consultant Lydia Quayson has highlighted the growing importance of personal branding in today’s competitive professional environment, particularly in Ghana. She believes that how professionals present themselves can significantly influence how they are perceived and ultimately, their chances of career advancement.
In Ghana, the trend of personal branding is gaining momentum, especially among business professionals who are deliberately shaping their public image to project competence and credibility. ErvingGoffman’s theory of self-presentation is increasingly relevant, as professionals manage their public personas much like companies manage their brands.
Quayson stated during an interview on Business Breakfast on Zed FM that personal branding is a multidisciplinary concept that draws from marketing, psychology, and sociology to help individuals stand out.
Citing her experience as an interviewer, Quayson revealed that appearance is a measurable factor in recruitment and promotion decisions.
“For the last interview I moderated, appearance accounted for 30 percent, content was 50 percent, and the remaining 20 percent covered other factors,” she explained.
She emphasized that appearance in the workplace should not be underestimated, especially for roles that involve public engagement.
“Appearance has a rating. Appearance has a price and a score tag,” she stressed.
Drawing from personal experience, Quayson shared how her own consistent professional image has created unexpected opportunities.
“I’ve been asked to handle major events and meet key stakeholders not because it was part of my official role, but because of how I present myself,” she noted.
Ms. Quayson also highlighted that a polished appearance can open doors to promotions and career growth. “Sometimes, you may be asked to moderate events or serve as the face of a project simply because of your outlook and how consistently you’ve maintained your appearance,” She added.
