Personal Brand Spotlight: Queen Elizabeth II

Six lessons in personal branding from the late Her Majesty the Queen

I’ve just recently been in London. And as much of the world prepares to mark Queen Elizabeth II’s first death anniversary, what can you learn from the power of her personal brand? No matter what your view on the late monarch, she certainly was consistent. And in personal branding, consistency builds trust. Trust builds loyalty. Loyalty builds a legacy.

I grew up with my late Grandma. Born in 1931, she was one of six children, including five girls. They grew up together in India. My grandpa was a tailor for the British soldiers.

The family loved the Royals. The five sisters especially, grew up alongside their contemporary, Queen Elizabeth, whom they admired. All emulating her qualities in their own humble way - family, faith, duty, service and legacy. Half of the children migrated to Malaysia, where my parents were born.

When my grandma migrated to Australia, another Commonwealth nation, her loyalty to the Queen remained steadfast.

As news of the Queen’s death swept the airwaves and flooded feeds last year, it seemed to pause half the world. A remarkable part of history to witness.

Whatever side of the royal debate you’re on, there are key lessons in personal branding you can take from Queen Elizabeth’s monumental reign:

1. A brand promise

At the age of 21, in South Africa, Queen Elizabeth II famously stated:

“I declare, before you all that my whole life, whether it be long or short, shall be devoted to your service."

But, actions speak louder than words. And hers spoke volumes.

At the age of 96, more than 70 years on, she kept this promise until her dying days. Swearing in her final Prime Minister, Liz Truss, less than 48 hours before her passing.

When it comes to your own personal brand, what promise are you upholding to your people?

2. Personal brand consistency

Queen Elizabeth is a masterclass in personal brand consistency.

Her personality traits of composure, impartiality and a cheeky sense of humour were spoken about fondly during her reign. From pandemics to family dramas, outwardly she never faltered in the personal brand standards she’d established for herself.

In Seth Godin’s The Practice, he says:

“Your audience doesn’t want your authentic voice. They want your consistent voice.”

Her consistency extended beyond her personality. It was reflected in her signature personal style. For decades, she wore a skirt suit, a brooch under her left shoulder, top-handled bags, modest heels and gloves. Even her beloved corgi companions remained a staple accessory.

Consistency creates familiarity. It puts your people at ease. Are you showing up consistently for your people?

3. Personal brand constancy

For an enduring personal brand, consistency must also meet constancy. Faithfulness to your personal brand through the test of time.

The Queen lived through many eras. And, for many, is remembered as the one constant. As political leaders, music, style, media and tradition evolved, she remained true to her personal brand. Tastefully evolving it over time, yet remaining familiar to her audience.

Content creation, for example, requires both consistency and constancy. The Queen led the way long before the world caught up.

Her Christmas message was first delivered in 1952. And was delivered every year of her life, bar one, from then onward. While she brought her own style, it was a tradition created by her predecessors. But, Queen Elizabeth ensured its constancy.

4. A sense of duty

In 1936, the Queen’s uncle, Edward VII, abdicated the throne. And the life of the then-ten-year-old was changed forever. Any plans she may have had for her own life were halted when her father, King George VI, became Monarch. Making the Queen the first in line to the throne. While history may declare her the ‘accidental Queen’, she seemed born to rule.

While some may see a life of privilege, it’s undeniable that the weight of the crown would have been immense. But, as she promised, she carried it until the end. Understanding her duty.

What sense of duty do you feel toward your own work?

5. Service to your people

Despite being one of the world’s richest people and arguably its most famous person, Queen Elizabeth was often described as humble.

For 70 years she was, by formal status, the most important person in most rooms. And yet, she is remembered for her humility? Because, despite being sovereign, she understood she was at the service of her people. Without whom any status she may have gained, would not be possible or relevant.

No matter what role your own personal brand plays, do you see your leadership as a service?

6. A lasting legacy for generations to come

While much of Queen Elizabeth’s personal opinions will remain a mystery, it’s clear she was devoted to her legacy. Honouring the one she inherited, and continuing it for the next generation. She made her time the connection between the past and the future. Respecting tradition and history. Yet, also using her leadership to usher in the future.

Simon Sinek’s The Infinite Game highlights that in an infinite game, the goal isn’t to win. It’s to keep playing the game. For generations to come to continue. An obvious priority for the Queen.

How are you upholding and continuing a legacy for those to come?

Queen Elizabeth’s personal brand will long be remembered as one of the most profound of our time. And as the world evolves, it’s worth reflecting on what made her reign memorable.

So, how are you using your personal brand to lead your people?