The Power of Personal Branding in the Packaging Industry

Personal branding offers numerous advantages, such as visibility, career growth, and the ability to educate and raise awareness about industry innovations.

Meaghan Ziemba, Principal

October 4, 2024

1 Min Read
Personal branding
Artsterdam / iStock via Getty Images Plus

At a Glance

  • Personal branding differentiates professionals, boosts visibility, and attracts opportunities both online and offline.
  • Authenticity, credibility, and uniqueness are key pillars of a strong personal brand, essential for packaging career growth.
  • Personal branding aids workforce development by enticing talent, fostering collaboration, and elevating the industry’s image.

Personal branding can help shape your career.

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In the digital age, personal branding has evolved into a critical tool for professionals across industries, including packaging.

As both Oliver Campbell, Director of Client Product Group Sustainability at Dell Technologies, and William A. Singleton III, Executive Director of Global Packaging - Innovation and Sustainability at Mars, emphasize, personal branding isn’t just a trend — it’s a powerful strategy that can open doors and shape career trajectories.

This article dives into why packaging professionals should prioritize a personal brand, its benefits and challenges, and how to approach it effectively.

The importance of personal branding.

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Campbell and Singleton both stress that in today’s interconnected world, personal branding is essential for professionals in any field. In packaging, where the industry is vast and multifaceted, a personal brand can be the differentiator that sets you apart from your peers.

Campbell underscores the idea that your personal brand is a strategic tool that enhances your career by attracting opportunities online and offline.

He emphasizes three critical components of a strong brand:

1. Uniqueness

2. Authenticity

3. Credibility

“Your personal brand should highlight what makes you unique, ensuring that you stand out in a competitive market. Authenticity,” Campbell notes, “makes you more relatable and fosters trust, which is vital in building relationships within your network and beyond.”

Credibility, the third pillar, is perhaps the most critical. Much like a well-known corporate brand, your personal brand must stand for something trustworthy; for example, Campbell’s expertise in sustainability and innovation at Dell has drawn attention to his work, resulting in opportunities beyond his daily responsibilities, such as speaking engagements and broader roles.

Singleton echoes this sentiment, noting that a strong personal brand in corporate America can significantly impact not only personal growth but also how you are perceived within your organization.

In packaging, where the industry’s technical complexity can often lead to misunderstandings about roles, a clear personal brand helps clarify who you are and what you do.

His is especially important in a field like packaging, which encompasses a range of specializations, from design to sustainability and engineering. By developing a personal brand, you ensure that others — both within and outside the industry — understand your expertise and the unique value you bring to the table.

The advantages and disadvantages of personal branding.

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Personal branding, particularly in the packaging industry, offers several advantages. One of the most significant is increased visibility. As Campbell notes, “Enhanced visibility through personal branding can lead to opportunities within and beyond your current industry.”

He explains that his work in fiber-based packaging and innovation at Dell, coupled with how he branded this work, led to speaking opportunities and more prominent roles.

Singleton adds, “Strong personal brands help attract people to you and your team, which can lead to promotions or new positions, as others recognize your work ethic and values.”

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Another key advantage is the ability to educate and raise awareness about the industry. Singleton highlights that personal branding allows professionals to share insights about technical advancements, roles, and innovations in packaging. This is particularly valuable in an industry that is often underrepresented in mainstream conversations despite being crucial to global supply chains and sustainability efforts.

However, personal branding comes with its challenges.

Campbell acknowledges that branding requires time and consistent effort. Creating online content, engaging with your audience, and staying relevant demands ongoing energy.

Missteps in personal branding can be magnified on social media, so it’s crucial to be careful about what you post and ensure your messaging is consistent.

Singleton also points out a potential pitfall: if the personal brand with the most influence is not aligned with the best interests of the industry, it could lead people in the wrong direction. That said, both leaders believe the benefits of personal branding far outweigh the risks, provided you stay authentic and focused on delivering value.

Personal branding for workforce development in packaging.

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One of the most compelling reasons for packaging professionals to invest in personal branding is its role in workforce development. Campbell and Singleton agree that personal brands are instrumental in attracting top talent.

Singleton notes that people are increasingly drawn to companies with a clear purpose and are led by individuals who align with those values. When professionals in packaging develop strong personal brands, they not only elevate their careers but also make their companies more attractive to potential employees.

Campbell uses Dell’s packaging team as an example, explaining how their  internal ambition to be “the best packaging engineering team on the planet” helps set the internal culture of the team and attracts talent.

This not only helps Dell recruit top-tier professionals but also empowers team members to build their own brands through speaking opportunities, interviews, and participation in industry events.

As Campbell describes, “This creates a virtuous cycle: a strong team brand attracts talented individuals, who in turn contribute to the company’s reputation and attract even more talent.”

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In the broader context of packaging and processing, personal branding can fill a significant number of open positions by making the industry more visible and appealing.

Singleton highlights, “In packaging, which is a relatively small field compared to other industries, personal brands play a critical role in signaling where early adopters and innovators are heading. This clarity helps drive industry scale and progress.”

How to build an effective personal brand.

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Both Campbell and Singleton offer practical advice for packaging professionals looking to build their personal brands. According to Campbell, the first step is to identify your purpose. Ask yourself key questions:

• What makes you happy professionally?
• What value do you consistently deliver to your organization?

From there, tailor your messaging to your target audience, both internally and externally. Your brand should be concise, memorable, and reflect your passion and expertise.

Campbell’s brand, for example, revolves around his work in sustainability, technology, packaging, and innovation, and he shares his insights through platforms like LinkedIn and industry publications. 

Singleton emphasizes the importance of authenticity. A personal brand should never feel disingenuous. For companies looking to encourage personal branding among employees, he advises taking a cautious approach, allowing people to find their own journey while providing guidance and training.

Media training or coaching, for example, can help employees feel more comfortable representing themselves and the company in the public eye.

Media training or coaching, for example, can help employees feel more comfortable representing themselves and the company in the public eye.

Another critical aspect of building a strong personal brand is consistency. Campbell warns against sending mixed messages, which can confuse your audience and weaken your brand. Singleton adds, “Your personal brand should align with your professional values and actions.”

It’s essential to maintain a balance between promoting your brand and delivering on your core responsibilities. As Singleton notes, “You can’t do any personal branding if you’re not, at your core, delivering.”

Pitfalls to avoid in developing your personal brand.

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When embarking on a personal branding journey, there are several pitfalls to avoid. Both Campbell and Singleton caution against inauthenticity. Trying to project an image that doesn’t align with who you are will inevitably backfire.

Singleton also warns against letting personal branding overshadow the team or company. In the packaging industry, where collaboration is key, it’s essential to maintain a team-first mentality and ensure that your personal brand supports rather than detracts from your organization’s goals.

Both leaders stress the importance of maintaining work-life balance as part of your brand.

Additionally, both leaders stress the importance of maintaining work-life balance as part of your brand. Singleton advises that your personal brand should reflect not only professional achievement but also your ability to recharge and take care of yourself. This balance is crucial for long-term success.

In the packaging industry, where technical expertise and innovation drive progress, personal branding is more than just a professional development tool — it’s a way to differentiate yourself, build credibility, and contribute to workforce development.

As both Oliver Campbell and William Singleton highlight, a well-crafted personal brand can open doors, create opportunities, and attract top talent and collaborators, all while helping to elevate the packaging industry as a whole. By focusing on authenticity, consistency, and delivering value, packaging professionals can build powerful personal brands that stand the test of time.

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