“Good, you see it differently.” Personal Branding at Cofinpro AG
Personal branding is an essential factor at Cofinpro AG so that the consultants can use their individuality. Christopher Spall interviewed board member Christine Martin.
A graduate in business administration with more than 15 years of consulting experience with financial service providers, she worked for a global corporation before moving to consulting for a DAX-listed company. She is a co-founder of Cofinpro AG with headquarters in Frankfurt am Main. Cofinpro is a management, specialist and technology consultancy specializing in Germany’s leading banks and capital management companies. There, Christine Martin has been a member of the Executive Board since 2013 and in this role is responsible, among other things, for corporate and HR strategy as well as the company’s central divisions.
At Cofinpro, they have developed a target consultant profile. It says they are “not looking for stereotypical consultants.” What is it all about?
When we started at Cofinpro, we noticed that consultants often walked around like they were licked and acted in an almost stereotypical manner in the client. We were a little bit about saying to our customers, “We’re individuals doing the work with you.” We want to be more relaxed in our cooperation and thus create a benefit for the customer. For us at Cofinpro, a key factor in enabling our consultants to leverage their individuality is personal branding.
You have been training your consultants to become personality brands since 2016. What do you expect from this?
In the meantime, do you have any empirical value as to which types of employees are most helped by such a development program? Are there differences in terms of experience levels and characters?
Employees who have gone through personal branding develop a higher tolerance for the individuality of their counterparts. This increased understanding makes for better collaboration.
Do you see any impact on the motivation of employees who have received training in personal branding?
The interview with Christine Martin was conducted by Christopher Spall.
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