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Create Your Personal Leadership Brand
What’s your leadership brand? What are you known for?
There’s a buzz around having a personal brand but I know plenty of people who find it extremely hard to identify the elements of their own brand and know how to promote it effectively.
Which is interesting when you think about it – we live in a consumer society and are constantly surrounded by product placement, brand identity, personal brands, and branding experts offering advice. Often overwhelmed by the choice, we tend to lean towards and buy from brands that speak to something we desire. It is those brands who have the clearest message that become the most popular and widely known brands; for example when you hear ‘Nike’, then their slogan ‘Just Do It’ and their association with resilience, determination, and personal success is never far from mind.
The same can be said for our personal leadership brand and how we convey our personal leadership brand within the workplace. We need to think about how those around us view us, and our work and a personal leadership brand is the best way to show our uniqueness to our team and everyone within the wider organisation.
When my clients find it awkward to talk about themselves in the sense of a ‘brand’, I tend to break it down into four categories. So, on that note, let’s begin…
Appearance – What do you project?
In leadership, non-verbal communication is crucial. How you present yourself in terms of body language, posture, and dress can impact how others perceive your authority, and confidence.
Do you project calm under pressure? Does your style reflect professionalism and approachability?
Personality – What legacy do you leave behind?
Impactful leaders leave lasting impressions on those around them.
When you leave the room, what do people say about you? Do they remember your decisiveness, empathy, or ability to motivate others?
Your leadership brand is tied to how you make people feel and the impact you have on their thinking and actions.
Competencies – What are your signature skills?
As a leader, it’s essential that people know what you excel at, and you’ll often find this is what you love too.
Are you the strategic thinker who solves complex problems, or are you the people-focused leader who builds high-performing teams?
Define the competencies that set you apart, and make sure these skills are consistently visible in your work.
Differentiation – What makes you stand out?
What makes you different from other leaders in your industry or company?
Whether it’s your innovation, resilience, or ability to lead through change, find that unique combination of qualities that no one else can replicate. Your differentiation is what creates lasting leadership impact.
This exercise is all about knowing yourself and you may find some questions easy to answer, and some may require the help of a friend, family member or colleague. Think of your answers like the root of your personal leadership tree, they give you a fantastic grounding for you to grow in the future.
One thing that people often forget which also shapes their personal leadership brand, is their online presence. If you can’t gauge whether the message your LinkedIn profile is sending is aligned with your brand then ask for objective feedback from those whose opinion you trust.
Now you know what your personal leadership brand is, you can start living it! Make small actions that can grow your brand – attend events, write articles, comment on blogs, connect, and reach out.
Don’t forget your brand needs love, attention, and maintenance – update your online presence, cut it down if necessary, and stay motivated and positive. Become who you aspire to be.
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