How to Build an Unforgettable Personal Brand Through Authenticity and Empathy
Your personal brand isn't something you can put on the back burner. Every conversation, every decision, and every interaction shapes how others perceive you, and ultimately determines your ability to lead effectively, build meaningful relationships, and achieve lasting success.
Tim Trumper recently retired after a decade as Chair of NRMA and currently serves as an adviser to Quantium, Australia's leading data and analytics firm. Tim is also the author of AI Game On and maintains active roles in several innovative, high-growth companies. His expertise lies in leveraging information and technology to drive corporate innovation and create positive societal impact.
Throughout his diverse and accomplished career, Tim discovered that his personal brand developed more organically than through deliberate strategy. Looking back on his experiences, he identifies authenticity and consistency as the cornerstones of building a strong and trustworthy personal brand.
"You can only be yourself," Tim says with refreshing candor. "I don't try and be anyone else because that's just too exhausting. Consistency, showing up authentically as myself. That's probably what's driven any brand I've built."
This mindset didn't emerge from nowhere. Tim traces these principles back to his upbringing, particularly the values his parents instilled in him: fairness, empathy, and curiosity. These guiding principles have shaped not only his approach to leadership but also how he connects with and understands others, forming the bedrock of his personal brand.
Bridging Perception and Reality
Tim has never deliberately focused on how others perceive him. He emphasises consistency in how he acts, behaves, and presents himself, consciously choosing to maintain authenticity across all interactions. To Tim, the core of a strong personal brand lies in not being surprising. Instead, consistently demonstrating genuine character.
Embracing Your Multiple Identities
However, Tim's varied roles, as the corporate chairman of NRMA and as a drummer in a rock and roll band, often surprise people who see him only in one context. While some may initially struggle to reconcile these contrasting identities, Tim sees them both as essential parts of who he authentically is. "For me, it’s not surprising at all," Tim notes. "Music is ultimately free-form collaboration, much like leading a management team or a board."
This duality underscores Tim's belief that showcasing all aspects of oneself enriches personal branding rather than undermining it. By openly embracing his multiple identities, Tim enhances his authenticity, creating a deeper connection with those around him.
The Legacy Mindset: Thinking Beyond Today
Tim encourages reflecting early on the legacy you wish to build, acknowledging the transient nature of roles and identities. Clarifying your purpose from the start ensures you maximise your impact and leave a lasting, meaningful legacy.
Reputation is The Hardest Thing to Build, Easiest to Lose
Reputation has long been something Tim consciously considers, especially following pivotal experiences early in his career. A challenging management 360-degree feedback session in his younger days provided him with difficult yet invaluable insights into how others perceived him. Although initially confronting, it prompted deep reflection and positive behavioural changes.
Years later, Tim undertook another 360-degree feedback at London Business College, where he ranked in the top 1%, a surprising yet affirming outcome amidst significant organisational change. He attributes this improvement to consciously reflecting on and adapting his behaviour, emphasising the value of honest feedback and continuous personal growth.
Tim resonates deeply with Warren Buffett’s wisdom: “It takes 20 years to build a reputation and 20 seconds to ruin it.” This powerful statement guides Tim’s approach to leadership, reminding him to maintain integrity, uphold strong values, and act with care towards others, even under pressure.
"Under pressure, true character is revealed," Tim notes. He compares leaders to tea bags: you only truly know their quality when the water gets hot. Ultimately, for Tim, safeguarding reputation is about staying true to your values, consistently behaving ethically, and remaining mindful of the lasting impact of your actions.
Aligning Values and Behaviours
While organisations commonly define their values explicitly, Tim's approach to personal values is more introspective. Rather than formally articulating his values, Tim strives for a sense of inner peace, consciously avoiding behaviours that disrupt his mental and emotional wellbeing.
"I want to be at peace with myself," Tim reflects. "I clearly recognise behaviours at odds with my values because they disrupt my sleep and peace. Simply put, if it disturbs my peace, I avoid it."
He emphasises the importance of trusting one’s conscience, that inner voice guiding decisions and actions. Mistakes and missteps become essential opportunities for learning and course correction, shaping clearer boundaries and deeper self-awareness over time.
Tim recalls vividly when his values were tested during the COVID-19 pandemic. With NRMA’s operations significantly impacted and facing immense financial uncertainty, Tim and the leadership team faced critical decisions. "We chose to prioritise our staff, customers, and reputation over short-term financial considerations," Tim shares. This decision not only preserved the organisation’s legacy but significantly strengthened its reputation, resulting in remarkable long-term growth and resilience.
Tim’s experiences highlight the critical alignment between personal values and daily behaviours. Consistently acting in harmony with deeply-held values not only builds trust and authenticity but also ensures lasting peace of mind and personal integrity.
Humanising Leadership in an AI-Driven Future
As technology continues to rapidly advance, the topic of artificial intelligence (AI) increasingly dominates discussions about the future of leadership. Tim remains optimistic about AI's potential, recognising its capacity to greatly enhance our society through breakthroughs like personalised education and significant medical discoveries, such as the first antibiotic developed using AI.
However, Tim emphasises that despite AI's transformative possibilities, it inherently lacks the fundamental human components.Values like empathy and compassion that are essential in leadership. He advocates for embedding human values and ethical considerations into AI systems, underscoring the need for appropriate guardrails, laws, and policies to guide responsible AI use.
"Ultimately, real solutions come from human conversations," Tim asserts. He believes the core of effective leadership lies in meaningful human interactions, which AI alone cannot replicate. Tim encourages current and future leaders to remember that technology should complement human abilities rather than replace genuine human connections.
Mentorship, Networks, and the Power of Giving First
Tim believes strongly in the importance of personal interaction and genuine connection, particularly in building meaningful networks. He observes that younger executives often approach networking as a one-sided pursuit of gaining something from others. Instead, Tim encourages young professionals to first consider how they can add value, advocating the concept that building authentic relationships requires offering meaningful contributions before expecting anything in return.
Reflecting on his own journey, Tim shares how informal mentorship significantly shaped his career. Although he didn't actively seek formal mentorship early on, he benefitted enormously from supportive colleagues and leaders who offered guidance and accelerated his professional growth. Later, in his role as chairman, Tim actively sought advice from trusted mentors, underscoring the lifelong importance of mentorship.
Tim also highlights the impact of informal peer networks, recalling a spontaneous group of like-minded peers he regularly met with to discuss challenging topics. These connections have endured, proving invaluable throughout his career.
Tim emphasises that effective mentorship and networking are rooted in authenticity, mutual respect, and a genuine willingness to help others succeed.
Leadership Essentials for Navigating the Unknown
In an era marked by rapid change and uncertainty, Tim highlights three essential traits for effective leadership: curiosity, empathy, and a commitment to continuous learning. According to Tim, the most valuable leaders anticipate future needs by being deeply attuned to the evolving expectations of their customers and stakeholders.
"Curiosity is crucial," Tim explains. "Leaders must be open to learning and adaptable, especially given the rapid pace of technological advancements like AI." He cites Microsoft's transformation under CEO Satya Nadella, who famously shifted the company’s mindset from "know-it-all" to "learn-it-all," as a powerful example of adaptive leadership.
Tim also underscores the significance of empathy, highlighting its role in fostering trust and collaboration, particularly during challenging times. He describes his leadership style as calm, evidence-based, and focused on removing stress rather than adding to it. Inspired by iconic Australian leader Bob Hawke, Tim values decisiveness, compassion, and the ability to engage thoughtfully with others.
"Strong leadership is about creating clarity, providing evidence-based direction, and maintaining composure under pressure," Tim summarises. "When leaders embrace these principles, they empower their teams to thrive, even amidst uncertainty."
Your Blueprint for Career Success and Lifelong Impact
Tim offers valuable advice to those embarking on their career journeys today, emphasising the importance of becoming a "serial learner." He urges individuals to continuously augment their skills, particularly by mastering emerging tools like AI, and to become known for their expertise in these areas.
He also recommends finding passion projects or causes that resonate deeply, recalling his own involvement with the Asthma Foundation inspired by personal experience. Engaging with such initiatives not only expands personal growth but also builds meaningful connections.
Tim highlights the significance of general knowledge and intellectual curiosity, referencing Warren Buffett's disciplined habit of extensive daily reading. He cautions against intellectual complacency, pointing out that preparedness, through continuous learning and genuine curiosity, can seize spontaneous yet transformative opportunities.
"You never know when that pivotal conversation or interaction might occur," Tim notes. "Being intellectually prepared ensures you stand out and make the most of every moment."
Ultimately, Tim believes ongoing personal development, empathy-driven networking, and active engagement in meaningful initiatives are foundational for lasting career success and impactful contributions to both business and community.