Personal branding can increase business success when implemented strategically. Leaders are CEOs of their own brands and must understand branding fundamentals. Developing personal brands through consistency across media helps position individuals and organizations. Research found business equity and financial development are positively impacted when companies include senior management's personal branding in marketing strategies. The paper recommends all employees develop personal branding strategies while managers focus on graphic profiles, content creation and authenticity. Companies should invest in developing employees' personal brands.