Building Your Personal Brand: A Guide to Influence and Impact
María Tomás-Keegan
Empowering women leaders to navigate market challenges, align with their values, and lead with confidence and impact. | Executive & Career Coach | TV Host of “The Career Roadmap | Award-Winning Author
Hello, Trailblazers!
There’s no doubt we work in a competitive professional landscape. So, how can we differentiate ourselves and make an impact?
One way is by showing up authentically and with purpose. Developing a strong personal brand is more than just a “nice-to-have” these days — it’s an essential tool for women in leadership.
A well-crafted personal brand communicates your unique strengths, aligns with your values, and amplifies your presence in your industry.
This edition of Leadership Roadmap for Women on the Rise explores the importance of developing a personal brand, shares research on its value, and offers actionable guidance to help you shape and maintain a brand that propels you and your career forward.
?
Why Personal Branding Matters
Research underscores the tangible value of a compelling personal brand. According to a study by LinkedIn, 85% of hiring managers say a strong personal brand positively influences their hiring decisions. Women with well-established brands are more likely to be recognized as thought leaders, build influential networks, and receive more opportunities for advancement. A powerful brand can help you stand out, project authority, and create a lasting impact on your industry.
?
Steps to Building a Strong Personal Brand
“Authenticity is your most powerful asset.”? ~ Anna Wintour
“Define success on your terms, achieve it by your own rules, and build a life you’re proud to live.”
~ Anne Sweeney, former Co-Chair of Disney Media Networks
The Impact of a Strong Brand for Women Leaders
Women with powerful personal brands gain greater influence and visibility, leading to new opportunities for leadership roles, partnerships, and professional recognition. A Harvard Business Review article notes that leaders who actively shape their personal brands are more likely to be seen as credible, capable, and authentic.
Here are three of my favorite role models who embody their brands:
Maya Angelou is a brilliant example of a leader who embodied a powerful, authentic personal brand. Her unwavering dedication to truth, compassion, and resilience was evident in everything she shared, from her writing to her public appearances. Although outspoken about her beliefs, she quietly showed us her elegance of thought, word, and deed.
Oprah Winfrey is synonymous with empathy, empowerment, and authenticity. She built her career by embracing vulnerability and inspiring others through her journey and insights. Her brand reflects her commitment to personal growth, storytelling, and compassion. Oprah’s message is consistent across all platforms—whether she’s hosting an interview, writing, or engaging in philanthropy, her commitment to encouraging others to live their best lives shines through.
Indra Nooyi’s brand is defined by her principles of responsibility, innovation, and resilience. As CEO of PepsiCo, she championed bold ideas, such as prioritizing health and sustainability in a traditionally profit-driven industry, and she did so with a values-driven approach. Known for her candid leadership style, Indra has been outspoken about the importance of work-life harmony, personal development, and ethical decision-making. Her brand reflects a harmonious blend of strategic thinking and compassionate leadership, showing how purpose and performance can coexist in business.
?
Final Thoughts
Building a personal brand that reflects your values, goals, and strengths is one of the most empowering actions you can take for your career. By defining what you stand for and consistently embodying it, you create a legacy that will speak for you in every room, even when you’re not there.
An enduring personal brand can be both deeply personal and immensely impactful. Whether through quiet, consistent actions or outspoken advocacy, women leaders like Maya Angelou, Oprah Winfrey, and Indra Nooyi remind us that the best personal brands are built on authenticity, values, and a commitment to making a difference.
“Figure out who you are. Then do it on purpose.”
~ Dolly Parton
?
Let’s Continue the Conversation …
I’d love to hear your thoughts. These prompts might get your juices flowing. Please share your comments.
What values do you want your personal brand to reflect, and how do you integrate them into your daily leadership practices?
Think about a leader you admire — what aspects of their personal brand resonate with you, and how might you bring similar qualities to your own brand?
If someone described your professional brand in three words, what would you hope they say? How closely does this align with your current brand?