Why Personal Branding Now?

Saudi Arabia is transforming at an unprecedented pace. Under Vision 2030, sectors from tourism to finance to entrepreneurship are being reinvented. With this comes a new opportunity — and responsibility — for professionals and leaders to build personal brands that reflect both personal values and national aspirations.

Yet, as anyone who has tried will tell you: personal branding is not done on a level playing field. Just as organizations face hidden biases in change management, individuals building brands in Saudi Arabia face a unique cultural and institutional "slope."

Let’s explore what this means — and how to overcome it.

Recognising the Slope: Biases in Personal Branding

Drawing from change management insights, here are four biases that shape the personal branding landscape in Saudi Arabia:

Bias for the Head Over the Heart and Hand

Much of professional success in the Kingdom is still measured in credentials, titles, and technical expertise. This can discourage personal storytelling, emotional authenticity, or showcasing "soft power" (communication, relationships, creativity) — all of which are essential for modern personal branding.

Takeaway: A powerful Saudi personal brand must balance intellect with heart (values, purpose) and hand (visible contributions and community engagement).

Bias for Strategy Over Execution

Many professionals in Saudi Arabia spend too much time planning their personal brand, but hesitate to publish, post, speak, or collaborate consistently.

Common trap: Months of preparing a perfect LinkedIn strategy or Instagram content calendar, but little visible action.

Takeaway: Branding is built by doing. Prioritise "iterative execution" — share, learn, refine, repeat.

Bias for Design Over Maintenance

It is easy to invest in a beautiful logo, photoshoot, or polished website but neglect the ongoing work of engaging with audiences, responding to comments, and nurturing relationships.

Takeaway: A personal brand is not a one-time design — it is an ongoing conversation. Focus on consistency over time, not just first impressions.

Bias for Reform Over Results

Many professionals announce big career changes, new ventures, or grand visions but do not follow through in a sustained, credible way.

Takeaway: In personal branding, results (visible leadership, thought leadership, community impact) matter more than announcements. Underpromise, overdeliver.

Navigating Cultural Dynamics

In addition to organisational biases, personal branding in Saudi Arabia must respect and align with cultural values:

• Respect for Tradition: Personal branding should honour Saudi cultural roots, religious values, and family structures.
• Collective over Individual: The best personal brands in Saudi Arabia are built around serving communities and national goals, not pure self-promotion.
• Emerging Public Sphere: The Kingdom’s professional and digital spaces are evolving rapidly. There is space for more authentic voices, but navigating what is "too bold" versus "inspiring leadership" requires cultural intelligence.

How to Build an Authentic Saudi Personal Brand

Step 1: Clarify your values and national alignment
How does your personal story contribute to Vision 2030 or the betterment of Saudi society?

Step 2: Create consistently, not perfectly
Progress matters more than perfection. Build trust through repeated, visible contributions.

Step 3: Balance tradition and modernity
Embrace modern platforms (LinkedIn, podcasts, YouTube) while respecting cultural nuances.

Step 4: Build real relationships
Influence is built one relationship at a time. Comment, collaborate, and support others authentically.

Step 5: Commit for the long term
Like navigating Lord’s slope, success in personal branding requires patience, adaptability, and grit.

Conclusion: Smile and Move Forward

In change management, when faced with an uneven playing field, wise leaders remind themselves: "Lord’s slope" — and get on with the real work.

The same applies to personal branding in Saudi Arabia today. The slope is real — but those who adapt, persist, and align with national values will build brands that not only elevate their careers but also contribute to the Kingdom’s bright future.