Beware of business celebrities who bolster their personal brand—and exaggerated self-importance—at the expense of real results. They seduce us at our peril

One of the most scene-stealing performances in the series of Harry Potter films is Kenneth Branagh's portrayal of the narcissistic Gilderoy Lockhart, professor of defence against the dark arts, in The Chamber of Secrets. Five-times winner of Witch Weekly's Most Charming Smile Award, Lockhart is also the author of numerous self-glorifying autobiographies, which form the exclusive content of his students' reading lists.

I was reminded of the vainglorious Lockhart striding around a podium demanding, "Can everybody SEE me? Can everybody HEAR me?" during a recent phone interview with a self-styled business guru I had never heard of before. I'll spare the details to avoid embarrassment, but the first two sentences of his potted biography include the words international, specialist, expert, multi-industry experience and impressive track record.

Forewarned is forearmed, but I found the condescending tone—"What can I do for you?"—and loud classical music playing in the background irritating rather than amusing. Once I'd got him to turn the volume down and he'd shared his view of the world with me, he deigned to answer a few of my questions, but he was far more interested in building his own profile than giving due consideration to what I wanted to know.

This sort of dominance of style over substance appears to be gaining traction in the business world. While researching the same article, I tried to get hold of Lord Jones of Birmingham—aka Digby Jones, former boss of the CBI. I only needed a five- or 10-minute chat with him, and within the following few days, but the sharp intake of breath by his "business manager" was answer enough. The first possible slot was at least two weeks hence, she said, explaining that not only was Lord Jones busy attending events here, there and everywhere, but his team was also preoccupied with "trying to build his brand".

There's nothing new about "Brand Me", of course: there are many examples of individuals whose personalities are inextricably linked with their company brands. But we are seduced by these public personae at our peril.

Gordon Ramsay has netted a fortune estimated at around £60m from his 11 big-name restaurants, galaxy of Michelin stars, lucrative TV deals, library of cookery books and web of licensing arrangements. But his main company, Gordon Ramsay Holdings, has breached its banking covenants and owes its suppliers about £5m—at considerable cost to those suppliers and, presumably, as he starts to cut costs, to his employees, too.

Similarly, Sir Richard Branson is arguably a much more successful brand than Virgin has ever been, and what will happen to the company he founded when his proverbial balloon goes up has interested me for years.
But at least people such as Ramsay and Branson have done something. There's a whole array of E-, F- and G-list business celebrities whose contribution to the corporate world is in inverse proportion to their egos.

The main claim to fame of former Dragons' Den panellist Rachel Elnaugh seems to be presiding over the collapse, in 2005, of "experiences brand" Red Letter Days, after an ill-conceived expansion. Yet, as she says on the first page of her extensive website: "My work these days is all about inspiring, motivating and helping entrepreneurs achieve personal fulfilment and success." She does this through writing, speaking, consulting, coaching and mentoring, and is "delighted to announce" that her "acclaimed entrepreneurial masterclass" is now available online.

There's nothing wrong with putting yourself through the branding process, of course, in the sense of working out what you enjoy doing, what you are good at and how to project that to others in a compelling way that makes you money. But your "brand persona" must be credible and have integrity, rather than being a hollow construct. Strong brands live up to their promises, and those that don't are quickly rumbled.
Gilderoy Lockhart, despite his unspeakable arrogance, was always an incompetent wizard, and he ends up a vacant, grinning idiot with no idea who he is after a memory charm backfires on him. It's a cautionary tale.