The Executive Brand: How to Stay Relevant and Respected in Your Industry

In an era of rapid change and constant innovation, staying relevant as a leader requires more than technical skills or a good resume. It demands a strong executive brand that speaks to your ability to adapt, influence, and deliver value. Early in my career, this approach and focus helped me to secure Fortune 50 senior leadership roles at an age when most were just starting to build their networks. Now, I get to work with executives, top-tier professional athletes, and C-suite leaders to help them strengthen their brands, keeping them relevant, respected, and ahead in their industries.

Your executive brand isn’t just about your current reputation—it’s about positioning yourself for the opportunities of tomorrow. Below are key strategies to build and sustain a powerful executive brand that keeps you at the forefront of your field.

1. Articulate Your Unique Value Proposition (UVP)

Your Unique Value Proposition (UVP) defines what sets you apart in your industry. It’s the foundation of your executive brand and communicates why organizations, teams, or clients should choose you. A clear UVP gives you the "edge" in a competitive landscape where differentiation is critical.

Why It Matters:

Executives who fail to articulate their UVP risk being perceived as interchangeable. Your UVP isn’t just about technical skills—it’s about the unique insights, approaches, and experiences that you bring to the table. Differentiation IS the name of the game.

How to Elevate Your UVP:

• Tailor it to industry trends: Your UVP should evolve alongside the needs of your industry. For instance, if sustainability is becoming a priority in your field, how does your expertise align with that focus?
• Anchor it in measurable impact: Include tangible outcomes you’ve delivered. Did you drive double-digit revenue growth? Spearhead an innovation that became an industry standard?

Actionable Step: Write a concise UVP that captures your unique strengths, reflects current market demands, and is easy to communicate in conversations or personal branding materials. Test it by asking, “Does this reflect the value only I can bring?”

If you need help crafting a UVP that truly sets your apart, pick up a digital copy of the Move the Ball: Mastering Your Unique Value Proposition Workbook. It's designed to guide you step-by-step in identifying, refining, and articulating your UVP with clarity and confidence. Packed with actionable strategies and reflection prompts, this workbook is your go-to resource for creating a compelling UVP that resonates in today’s competitive market.

2. Stay Visible and Build Thought Leadership

Visibility is key to relevance. In today’s world, leaders who actively share their expertise are more likely to be seen as innovators and industry influencers. Thought leadership not only solidifies your reputation but also attracts opportunities that may not come your way otherwise.

Why It Matters:

By building visibility, you create a brand that speaks for you even when you’re not in the room. Thought leaders are naturally sought after for collaborations, speaking engagements, and leadership roles. For me, as the host of the Move the Ball podcast, a Top 3% podcast globally, has been a powerful way to build that visibility. It’s opened doors to collaborations with highly visible personalities, celebrities, and professional athletes, while also leading to speaking engagements and other paid opportunities.

This experience has shown me firsthand how creating a platform to share your expertise can elevate your brand and expand your influence in ways you never imagined.

How to Strengthen Your Thought Leadership:

• Content creation: Share insights through LinkedIn articles, blog posts, or videos. Your goal is to provide value to your audience by addressing pain points or sharing trends.
• Engage in public forums: Speak at conferences, guest lecture at universities, or participate in panels. These activities establish you as an authority.
• Leverage social media strategically: Build an engaged community by consistently posting and interacting with your audience on platforms like LinkedIn.

Actionable Step: Choose one activity per quarter (at a minimum) to elevate your profile. This could be hosting a webinar, publishing a thought-provoking article, or participating in a podcast as a guest. Remember, consistency is key when building visibility.

In August 2024, I started publishing this The Executive Edge newsletter weekly to share cutting-edge insights and strategies, drawing upon my experience not only in senior leadership roles at Fortune 50 companies but also in building a globally known brand in professional sports. Adding this newsletter (yes, that's what you're currently reading) has been another powerful way for me to establish credibility and create opportunities, reinforcing my personal brand and expanding my reach.

Regularly engaging in these kinds of activities not only builds your credibility but also positions you as a trusted thought leader in your field. Start small, stay consistent, and watch your brand grow!

3. Cultivate Strategic Relationships

Relationships are the foundation of influence and success. Keep in mind that strong relationships don’t just happen—they require intentional effort. Building and maintaining strategic connections can elevate your career by providing access to opportunities, insights, and collaboration possibilities.

Why It Matters:

Relationships are the currency of influence, and cultivating them ensures that you’re always in the right conversations. By fostering high-quality, mutually beneficial relationships and having a strong, well-maintained network—both within and beyond your immediate industry—you position yourself as a trusted and well-connected leader. This was key for me when it came to building this globally known Move the Ball brand from scratch (and with no professional sports industry contacts when I first started out). Strategic networking broadens your perspective and opens doors to innovative collaborations.

How to Build Strategic Relationships:

• Expand beyond your immediate circle: Engage with individuals in adjacent industries or emerging markets to gain fresh insights and diversify your network.
• Deepen connections with key contacts: Maintain regular, meaningful interactions with important relationships to keep them strong.
• Create mutual value: Look for ways to help others in your network achieve their goals, whether through introductions, advice, or shared opportunities.

Actionable Step: Schedule monthly check-ins with key contacts to nurture existing relationships. Additionally, set a goal to connect with at least one new person each month who can provide fresh perspectives or broaden your reach.

For more help with mastering strategic networking and building out that influential network, grab a digital copy of the Move the Ball: Mastering Strategic Networking Workbook. The workbook provides you with the strategies needed to identify key individuals to network with, craft compelling outreach messages, and create a sustainable engagement plan to maintain strong connections over time.

4. Stay Aligned with Your Industry’s Evolution

To remain relevant and respected, leaders must keep pace with change. The business landscape is constantly evolving, shaped by technology, market demands, and external factors like regulation. Staying informed and adaptive ensures your leadership aligns with the current and future needs of your industry.

Why It Matters:

Industries are evolving at an unprecedented pace due to technological advancements, shifting market demands, and regulatory changes. Staying informed ensures that your leadership remains relevant, forward-thinking, and adaptable. Leaders who anticipate trends and align with their industry’s trajectory are better positioned to seize opportunities and maintain their competitive edge.

How to Stay Ahead of Industry Trends:

• Monitor market developments: Keep an eye on shifts in consumer behavior, emerging competitors, and technological breakthroughs.
• Stay informed through trusted sources: Subscribe to leading industry publications, set up Google Alerts, or join relevant associations and groups.
• Regularly review your strategies: Assess whether your approach aligns with current and anticipated industry changes.

Actionable Step: Dedicate time each week to review industry news and analyze how changes might affect your organization and role. Subscribe to one new publication or resource this month to enhance your awareness.

5. Be Authentic and Consistent

Authenticity is the foundation of trust in leadership. In a world full of shifting priorities and high expectations, leaders who remain true to their values stand out. People are drawn to those who are real, transparent, and reliable, and being consistent in your actions helps reinforce your brand and reputation.

Why It Matters:

People gravitate toward leaders who are genuine and consistent in their values and behavior. When your actions align with your words, you inspire loyalty and respect from your team and peers. In contrast, inconsistency or inauthenticity can undermine your credibility and weaken your influence.

How to Show Authenticity in Leadership:

• Align actions with values: Ensure that your decisions and behavior reflect the principles you want to be known for.
• Be transparent: Communicate openly, admit mistakes, and share your thought process when appropriate.
• Show consistency across platforms: Maintain the same values and tone whether you’re in a meeting, at an event, or online.

Actionable Step: Take 15 minutes this week to reflect on whether your current actions and communication align with your personal brand and values. Consider asking a trusted colleague or mentor for feedback on how you’re perceived.

For insights into authenticity and leadership from two of the most influential and visible figures in the Formula 1 world, check out my Move the Ball podcast episodes featuring Zak Brown , CEO of McLaren Racing , and Guenther Steiner, co-founder and former Team Principal of the Haas Formula 1 Team. Their perspectives on navigating high-pressure environments, leading with clarity, and staying true to their principles offer valuable lessons for leaders in any industry. You can listen to these episodes here.

Final Thoughts

Building an executive brand is not a one-time effort; it’s a continual process of refinement, growth, and positioning. It’s about showing up every day as the best version of yourself while staying tuned to the evolving needs of your industry. As I discuss in my book, Dominate the Game: How Life Changes When You Show Up, life really does change when you show up. When you show up the right way—with authenticity, strategic focus, and a commitment to excellence—you position yourself to "move the ball", become the leader you aspire to be, and make the meaningful impact you want to create.

These strategies helped me fast-track my career and continue to serve as the foundation of my work with executives, professional athletes, and C-suite clients today. When you focus on staying relevant and respected, you’re not just positioning yourself for success—you’re building a legacy.

For more insights on networking and thought leadership, give the Move the Ball podcast a listen, where I discuss topics such as the ones included in this article with industry experts and thought leaders. Check out these additional career resources from The Executive Edge Pro Playbook to give you that "edge" as you navigate your career.

? Move the Ball: Mastering Strategic Networking Digital Workbook

? Move the Ball: Mastering Your Unique Value Proposition (UVP) Digital Workbook

? Move the Ball: Making Career Transitions & Pivots Digital Workbook

? Move the Ball: Your Ultimate Goal Setting Digital Workbook

UPDATE: If you’re looking for inspiration and actionable strategies to level up in your career, my book Dominate the Game: How Life Changes When You Show Up is now available as an audiobook! You can listen on Audible and also on my audiobook platform, where you can listen to a sample chapter and take the first step toward transforming your mindset, your career, and your life. The time to show up and dominate your game isn’t tomorrow—it’s today. Let's make it happen, the game is yours to conquer!

About the Author

Jennifer A. Garrett is an internationally recognized business and branding consultant, host of the Move the Ball podcast, 2x best-selling author, attorney, and speaker known for her bold approach and boundary-pushing mindset. She is the visionary behind the Move the Ball movement, which empowers individuals to seize opportunities, pursue fulfilling careers, and achieve the lifestyle they desire. Jennifer's journey is a testament to resilience and determination, overcoming challenges such as being a teenage single parent, serving in the military (as an Army Judge Advocate), thriving in male-dominated industries, and navigating complex corporate environments.

Jennifer has built a respected brand in the professional Sports & Entertainment industry from scratch, rapidly gaining recognition and the endorsement of top-tier NFL athletes, professional sports executives, and celebrities. Jennifer holds seven college degrees, is a mother of five, and has worked in senior leadership positions in multiple Fortune 50 companies, spearheading multi-billion-dollar transactions. Jennifer's two books are titled: Move the Ball: How American Football Can Help You Achieve Your Life Goals and Dominate the Game: How Life Changes When You Show Up. Learn more about Jennifer and her services at www.getinsidethehuddle.com.

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