Evening with a Corporate Leader

By Shannine Daniel 

Colombo School of Business and Management (CSBM) recently organised a series of thematic seminars titled ‘Evening with a Corporate Leader’. The inaugural session was held on 23 June at the CSBM Corporate campus premises at Ward Place. 

CSBM is the only Business School in Sri Lanka governed by a combined structure of both   corporate leaders and senior academics. It strives to promote better quality higher education, professional and executive education and career development while providing a platform for workforce training and research by filling gaps in the market.  

The seminars have been organised with the aim of creating a platform for knowledge sharing, discussion and debate on various business related topics and providing space for corporate connectivity and networking that will enable social capital and business opportunity creation. They will be held every Thursday at the campus premises. 

The inaugural session featured Chevron Lubricants Lanka PLC CEO/Managing Director Kishu Gomes who spoke on the topic ‘Personal Branding – Crafting an image to position yourself relative to your competition’.

First off Gomes highlighted the importance of carving out a specific identity for yourself in the corporate community, with the statement ‘If you don’t brand yourself others will’, stating that in the face of competition it is important to make yourself distinct from your competitors. 

He went on to say that we will face inevitable challenges in the business environment that will make us competitive such as shorter economic cycle, declining job tenures, global competition for local jobs and the shift from working locally to working anywhere in the world. 

“In the Sri Lankan culture, competition is often thought of as a ‘bad word’. But what many people fail to realise and understand is that in order to be a good citizen one must first be commercially successful and be able to stand on one’s feet,” noted Gomes. 

On the other hand Gomes added that if competition is both discreet and ethical, almost everyone in the relevant business or corporate community will be able to benefit out of it. 

“The identity of one’s self is the big question that is posed,” he acknowledged. “Every individual has their own unique personal brand which could either be negative, positive or neutral.”

Further accentuating the importance of the concept of personal branding Gomes stated that it is greater than a collection of individual thoughts; it amplifies the value in your specific targeted audience, can increase the chances of success and adds to your values and strengths as well.

Diving deeper into the concept Gomes revealed that there are three aspects to the structure of Personal branding; core brand, augmented/created brand and perceived brand.  

Speaking on how to become a personal brand Gomes highlighted product quality, presentation, communication, positioning and sustaining personal branding equity as the important aspects to be considered.  

Gomes stated that when it comes to product quality, or in other words the features and qualities of individuals, professional qualifications, knowledge, work experience, career track record, skills, talents, creativity, attitude and confidence all carry weight.  In terms of presentation or identity of oneself, Gomes stated that dress sense, positive attitude and body language play an important role in order to present well. 

Moving on to communication Gomes stated that it is important to be vocal on your opinions and have a good point of view, have a bold clear delivery and unconventional thoughts to be seen and heard by others. 

In order to sustain brand equity Gomes also professed that performance conducted in the right manner, consistency in activity or performance,  avoiding negative associations, ethical behaviour and conduct and also a timely exit strategy are notable and significant in making sure that your reputation remains intact. 

In conclusion, he went on to say that the greatest benefit of personal branding is of course the fact that t creates a unique identity for you, and will make you better known respected and valued among your competitors as well your audience. On a more personal level it creates a greater confidence and a heightened desire to perform well, which will in allow recognition, rewards and benefits to follow asserted Gomes. 

CSBM, partnered with the Academy for Global Business Advancement Conference (AGBA) and the Faculty of Commerce and Management Studies, University of Kelaniya will also be organising an international conference on Social Entrepreneurship, to be held on 1 and 2 December that will facilitate an international discussion on the subject. 

-Pix by Lasantha Kumara