Promoting personal branding development among students and professors represents a strategic advantage for universities, as it enhances **institutional visibility** and improves **academic reputation** both nationally and internationally.

When students and professors communicate their strengths, achievements, and values, a multiplier effect raises the institution’s presence in media, professional networks, and research spaces.

Institutions supporting personal brand development tend to attract more talent, scholarships, and strategic collaborations as their community projects dynamism, innovation, and authenticity.

In addition, instilling these skills fosters personal and professional development on campus, creating an environment of empowerment, motivation, and a culture of excellence.

Universities should create a strategy focused on implementing programs, workshops, and resources that guide their community in designing authentic personal brands, thus achieving a more competitive and sustainable positioning in a globalized world. This is a win-win scenario. I believe that institutions cannot be more than the sum of the personal brands of the people who make them up. Institutions that render professors and students invisible, allowing them to go through their days in anonymity, result in no impact on society.

On the other hand, I ask you: who would you trust/do you trust more, an institution or a person? I invite you to reflect on your previous experiences; beyond the fact that institutions are important, it is the people who build or do not build trust and decrease or increase the perception of risk. These people are the ones who establish the bridges we will cross. The role of institutions is to select the right people who will contribute to institutional transcendence.