Your leadership brand: Accelerating credibility and influence
What’s being said about your leadership when you’re not in the room? Before you speak, before you act – what perceptions are already taking shape? And what kind of opportunities could those perceptions create for you and your organization?
The moment you step into a new role, people take notice. Employees, partners, boards, and clients are asking: Who are you as a leader?
What do you stand for?
What's your potential to drive the organization forward?
Your leadership brand answers these questions before you even realize the conversation has started.
More than just a reputation, your leadership brand is a strategic, multidimensional expression of who you are as a leader. It defines how you build trust, influence outcomes, and shape your organization's potential.
Done right and communicated clearly, it’s one of your most powerful strategic assets – accelerating credibility, strengthening stakeholders’ belief in your potential to lead, and the future you can create.
Defining your leadership brand
Defining your leadership brand requires deep self-awareness, not only of how others perceive you, but also of keen insights into how you lead that are helpful to know. It starts with getting clear on the most authentic version of who you are as a leader; the unique combination of experiences, values, and capabilities that make you distinctly you.
Just as a company's brand signals its promise to customers, your leadership brand communicates your promise to teams, stakeholders, and the wider business ecosystem. It’s something you nurture and strategically amplify. Here are 7 key steps and considerations to help you define and build your personal leadership brand:
1. Understand your origin story: Your leadership brand is rooted in your life experiences. In our team coaching sessions, we invite leaders to reflect on three key periods in their lives. We ask about their childhood: What’s an exciting moment from your childhood? How does that show up in how you lead today?
We also invite them to share a story about challenges they faced in the first five years of their careers, as well as significant personal transitions from the past five years. These stories reveal how you became the leader you are today.
2. Get curious about your reputation: You’ve probably heard the saying, “Your reputation precedes you.” Getting external feedback helps you see yourself from a fresh perspective. Reach out to colleagues and ask them to describe you in three words. You can even go a step further by asking more specific questions like: What are my strengths as a leader? Where do you see areas for development in my leadership style?
When they give you the words, you can ask yourself: Is that what I want to be known for? How does that help me and the organization achieve what’s needed to achieve?
3. The Leadership Circle Profile®: At Incito, we use the Leadership Circle Profile®, a 360° assessment that evaluates both creative (strategic) competencies and reactive tendencies. This tool provides a rank-ordered list of leadership characteristics and highlights the top 10 traits that define your leadership brand. It reveals how you see yourself as well as how others perceive you.
When leaders review their profiles, we ask: Is your current leadership brand aligned with who you want to be? Do these traits match your aspirational leadership style? What insights do you have about your leadership brand that would be helpful for others to know?
4. Make sure your brand supports broader goals: Leaders are often surprised when they see their top characteristics and realize they’re not projecting what they thought. If you find that your top traits don’t match your aspirational leadership style, ask yourself: What do I want my brand to communicate, and how will that help my organization achieve what matters most?
Understand the kind of leader your organization needs. Identify how your leadership brand can support strategic goals and clearly demonstrate how your leadership style creates value.
5. Understand your values: Identify your top three core values. Once you've identified your core values, ask your network what values they associate with you. You can use the same approach as when asking for reputation words: What are the top three values that come to mind when you think of me and my leadership brand? It’s an opportunity to ensure your actions and decisions reflect what truly matters to you as a leader.
6. Build external visibility: Expand your leadership brand beyond yourself and colleagues. Attend industry conferences and networking events, write thought leadership articles, and apply for industry accolades.
7. Continuously evolve: Your leadership brand is not static. Regularly reassess your brand, seek feedback, and adapt to the changing needs of your organization. Remember: Clearly defining your leadership brand is a strategic asset, not just a “soft” skill.
Understanding the unique value you bring
One leader we’re working with was stepping into a new senior management role and shared with us, “I came in extra clear about why I'm in this role, why I deserve this role, and I'm not second-guessing myself. I'm stepping into it with strength, confidence, and clarity about who I am.”
She gained that confidence by understanding her leadership brand. This is often what people mean when they talk about "executive presence." When you’re not clear, it’s easy to fumble when asked about your leadership style. When you know your brand, you can speak and act with confidence and purpose.
Whether you're an emerging leader looking to define your path or an experienced executive seeking to amplify your impact, understanding and defining your personal leadership brand helps you build a Better Business.
We've spent years helping leaders develop the mindset and skills to lead with authenticity, courage, and conviction. If you're ready to define and develop your authentic personal leadership brand – one that can accelerate your credibility and expand your influence – let's talk!