Corporate Wisdom Series: In Conversation with Jon Geldart - Why Personal Branding Matters

The Corporate Wisdom series at Leeds University Business School brings leaders in to bridge theory and practice, providing valuable lessons to navigate the complexities of modern leadership.

Our latest event featured Jon Geldart, Director General of the Institute of Directors, and a member of the International Advisory Board for Leeds University Business School, delivered an engaging session on the importance of personal branding and leadership. His perspective was shaped by a career that spans global leadership roles and extraordinary adventures, and his message was clear: how you present yourself to the world can define the opportunities you create. 

Jon explained that personal branding is not about slogans or self-promotion. It is about the reputation you build through consistent actions and decisions. Every interaction contributes to the story others tell about you, so it is essential to be intentional about the values you project and the behaviours that reinforce them. 

He encouraged the audience to think about what makes them distinctive and to have the confidence to lean into that difference. Leadership often requires stepping away from the crowd and making choices that reflect your own principles. Even small, deliberate changes can set you on a path that leads to significant results over time. 

Authenticity was another theme that ran through the discussion. Jon reminded us that credibility is earned through what you do, not what you say. People notice how you make them feel and the impact you have on their work and lives. Those impressions, repeated day after day, form the foundation of a strong personal brand. 

Finally, Jon highlighted the power of incremental progress. Success rarely arrives in a single dramatic moment. Instead, it is built through countless small improvements that accumulate and create lasting change. Paying attention to the details and striving for continuous growth can make all the difference. 

Learn more about the Corporate Wisdom series and explore upcoming events.