What do you think of when you hear the word “brand?” Perhaps you think of a product you’ve purchased or a commercial you’ve seen. But brands aren’t just for companies. People also have brands. It is critical for leaders to understand and hone their unique brand. A strong brand will set you up for success as you grow in your career.
At first, the idea of developing a personal leadership brand might feel inauthentic. But the truth is that you already have a leadership brand: it’s what people say about you when you leave the (conference) room.
In other words: your brand exists, whether you have claimed it or not. It’s your reputation, and we all have one.
The best leaders are crystal clear on their personal brand, and their actions are consistent with that brand. Critically, their self-described brand is also consistent with how other people see them.
We see clear branding with famous people all the time: Oprah’s brand is rooted in authenticity. Ali Wong’s brand is grounded in tell-all hilarity. John Oliver's brand is political commentary through irreverence and satire. Celebrities have obvious brands because of their extreme visibility, but any human who interacts with other humans (read: most of us) has a brand. It’s especially critical for leaders and people managers to understand and take control of their brands.
So, where should you start with understanding your leadership brand?
Here are the four steps to defining, articulating and embodying your authentic leadership brand that correspond to the Venn diagram below. Don’t judge what comes up, just simply notice themes and write them down.
Step 1: Self awareness
In order to have a clear brand, you must first understand how the people around you view you. The best way to do this is to select ten people in your life: three personal connections like close friends or family, four colleagues at your current company, three people at previous places of work. Ask all of these people to tell you the five adjectives they would use to describe you. Compile a list. You can also consider deploying a Leadership 360 assessment. Take notes on the key themes you see in the “how others see me” circle.
Step 2: Self love
What do you love about yourself? Perhaps it’s your sense of humor, your can-do attitude, your fabulous sense of style, or how you show up for others. What behaviors or actions are you most proud of? When do you feel most like yourself? Write these phrases down in the “what I love about myself” circle.
Step 3: Your values
What do you value? Perhaps it’s open communication, authenticity, efficiency, relaxation, your friends or your family. Write down your core values in the “what I value in the world” circle.
Step 4: What lights you up at work
Now, conduct an audit of the things about work that energize you, or have energized you in the past, and write them down. You may be energized by completing projects on time, by collaborating with teams on an open-ended problem, or by spending a few uninterrupted hours working on a spreadsheet. Write down your answers in the “what I get energized from at work” circle.
The secret to your authentic leadership brand lies in the green circle, the intersection of the four circles. Ask yourself: what do all four areas have in common?
How to Develop Your Authentic Leadership Brand
Once you’ve developed your leadership brand statement, get comfortable using it. Post it on your LinkedIn “about me” section. Put it out there when you’re meeting new people at work. And most importantly, ask the people in your life if your leadership statement rings true. You’ll be a better leader for it.
