Personal Brand Spotlight: Brand King Charles and Queen Camilla

What can you learn from this royal duo's personal brand transformation?

There are key personal branding lessons to take away from King Charles and Queen Camilla. This blog shares what I believe helped this once-controversial couple regain public trust.

As a child growing up in the nineties, even at a young age, I remember one topic dominating the headlines - the royals. It was a tumultuous time for the monarchy. The love triangle between (the then) Prince Charles, Princess Diana and Camilla had everyone talking. And in some spill-all interviews that would go down in cultural history, even they were too.

In the public eye, Charles became defined as an unfaithful husband. Quite the predicament for the future King. And his mistress, Camilla, became what many described as the most hated woman in Britain. She was the anti-hero of Diana - the beloved ‘people’s princess’. For whom the public’s adoration would only be immortalised after her early and tragic death.

Yet decades on, as the 2023 coronation crowns the King and Queen, the tide seems to have turned. Whatever side of the raging royal debate you’re on, one thing is clear. Both have garnered a more favourable perception of at least their personal brands.

After such a transformation in the court of public opinion, what personal branding lessons can you take from this royal duo? Here are my top takeouts.

1. Play the personal brand long game

Trust takes a long time to build, but can also be broken almost immediately.

Consistency builds trust and trust builds loyalty.

King Charles and Queen Camilla’s turn in public opinion didn’t happen overnight. Like all good personal branding efforts, they played the long game. It’s been three decades since their scandals made headlines.  But, they appear focused on showing up in their roles consistently. Rebuilding trust with their people one positive brand impression at a time.

2. Have a unique point of view for your personal brand

King Charles spent seven decades as the future monarch in waiting. During this time he explored his own interests. He championed causes he was passionate about. This includes his environmental work.

He differentiated himself from his mother’s primary interests. And he’s been able to establish a unique point of view for the personal value he brings to the marketplace.

3. Create a movement

It’s said that the King is set on ‘modernising the monarchy’. This includes his goal for a ‘slimmed down’ monarchy.

King Charles is advocating his own vision. Ushering the monarchy from the role it had into a new era. He is marketing a movement.

Marketing a movement can be a powerful messaging strategy for your personal brand. Rather than maintaining a status quo, you sell an idea - a vision for the future.

4. Market your personal brand like a magnet

When it comes to personal branding, it’s important to remember you can’t be everything to everyone. Even as King.

You’re marketing like a magnet. No matter how you try to please, your actions will repel some and attract others.

King Charles has reportedly made tough decisions regarding his son, Prince Harry. He likely knows strict protocols for the Prince will alienate some of his son’s many fans away from the Firm. But, alternatively, it’s the kind of behaviour royal supporters expect from their King. A King whose primary interest is to serve the people.

When it comes to your personal brand, always remember whom you’re serving.

5. Highlight the characters of your story

Upon his ascent to the throne, King Charles positioned himself alongside his team. This is primarily with Queen Camilla, Prince William and Princess Catherine.

Charles is sharing the key characters in his story. This makes him relatable as we see him as someone trusted in other relationships. Humans are social beings. We tend to trust people who have other positive relationships. It’s a form of social proof for our audience.

Among all working royals, King Charles focuses on this team in particular - the future of the monarchy. Showing the characters in a leader's story helps the audience also build trust in a team. As a leader, you can’t do everything on your own. You must delegate to your team. But, your audience must first trust your team members. Building the profile of these characters helps support this process.

In Jeffrey Pfeffer’s 7 Rules of Power, he writes:

“If you want power to be used for good, more good people need to have power”.

So, whether you’re a fan of the Firm or not, which of the King and Queen's strategies could empower your personal brand?