Build Your Brand as a Leader

So tell me about your personal brand?

This is the type of question that makes even the most experienced leader stop in their tracks. It’s such a loaded question and the chances are throughout your leadership journey this has changed over time. We take inspiration from the leaders we admire as much as we learn how not to lead from those we don’t. We aspire to behave in a certain way, we want to be seen and respected and we want to feel confident. And often it takes a long time for us to get a true sense of ourselves to be that authentic leader that truly aligns with who we are.

But your brand as a leader is more important than ever and it’s something that needs constant attention and work. A strong leadership brand can set you apart, inspire your team, and help you navigate complex challenges with confidence.

So what can you do? How exactly do you build this brand?

Here are key steps to help you build your leadership brand effectively.

1. Understand Your Values and Vision

Before you can build your leadership brand, you need to understand what you stand for. Consider what are your core values? Integrity, innovation, empathy, accountability or something else? How do your values influence your leadership style? What about your long-term vision? What impact do you want to have as a leader? What do you want your team or organisation to achieve under your leadership? Your values and vision are the foundation of your brand and its worth taking the time to get really clear on these first.

As an example, if empathy is a core value, you may want to be known as a leader who prioritises people and creates a supportive, inclusive environment. Your behaviour needs to be consistent with this so you can establish a strong brand.

2. Be Authentic and Transparent

While we try to find our leadership feet, authenticity can often be a challenge. It’s not that we are trying to be false but it takes time to find your own style and feel confident with it. Authenticity is a cornerstone of a strong leadership brand. People want to follow leaders who are genuine and transparent. It’s important to present your true self, rather than trying to adopt a persona that doesn't align with who you are. Authenticity is all about sharing your successes, but also being open about your challenges and failures too. Authentic leaders build trust by showing their strengths but also being honest about their flaws. Nobody is perfect and being open about this makes others more willing to follow you.

Being authentic and transparent doesn’t mean you need to share every thought that goes through your head, but it does mean being clear about your intentions, decisions, and goals. Others may not always agree with you but when they understand why you make certain choices and they trust that you’re being honest with them, it strengthens your credibility and leadership brand.

3. Communicate Your Brand Consistently

Effective leaders are also effective communicators and the communication needs to be consistent with your values and vision. This means speaking up in meetings, sharing your thoughts openly or engaging with your team regularly ensuring that your speech and actions align with what you stand for.

Tailor your communication to reflect the type of leader you want to be. Are you a leader who encourages collaboration and open dialogue? Do you want to inspire innovation through thought-provoking questions? Now is your chance to communicate your brand through your words.

4. Develop Emotional Intelligence

We all know that emotional intelligence is a valuable skill to have. For some it comes more naturally than for others but there are always things we can do to strengthen our EQ muscles. Those who are emotionally intelligent have excellent self-awareness. How well do you know yourself? How closely does your perception of yourself align with the perception that others have of you? A 360 degree feedback tool can provide us with the insights we need to answer these questions.

How well do you know and understand your team? Being able to tap into what is important for others and being able to focus on this is a crucial skill for effective leadership. Be curious, cultivate a culture of openness and encourage your team to share their ideas and views by creating opportunities for this.

Leaders who excel in emotional intelligence have the ability to build strong relationships, foster a positive workplace culture, and navigate complex interpersonal dynamics as well as being skilled in managing their own emotions and the emotions of others. These qualities are essential for building a leadership brand because they help you connect with others on a deeper level and this emotional connection is a critical component of a strong leadership brand.

5. Lead by Example

An important part of building a credible leadership brand is to emulate the qualities and behaviours you expect from others. If you want your team to be innovative, take risks yourself. If you expect integrity, make sure your actions reflect high ethical standards. Leading by example not only demonstrates your commitment to your values but also inspires your team to follow suit.

This is a perfect example of do as I say and do as I do. People are more likely to respect and trust a leader who practices what they preach. Over time, this consistency helps you build a brand that is aligned with both your personal values and your goals as a leader.

6. Solicit Feedback and Continuously Improve

Building a leadership brand is a continuous process, it does not end. Seeking ongoing feedback from peers, mentors, and team members to understand how your leadership style is perceived is crucial. Are there areas where you could improve? Do others see you the way you want to be seen? Regular feedback allows you to adjust and refine your leadership brand.

A willingness to grow and evolve not only strengthens your brand but also shows others that you are adaptable and forward-thinking. All qualities that you will want to see in your team as well.

If you are looking to establish your personal brand as a leader, these practical steps should get you well onto the way of understanding what your unique qualities are that you bring as a leader, where you add value and what behaviours you want to encourage from your team. Your personal brand will allow you to not only enhance your influence but also leave a lasting impact on those you lead.