Crafting a Personal Leadership Brand

“Leadership is autobiographical. If I don’t know who you are as a person, I don’t know who you are as a leader.” - Noel Tichy

People can’t see your intentions or your thoughts. They can only see and experience your behaviors.

Your leadership brand is more than a job title or elevator pitch—it’s the consistent, intentional expression of who you are, what you stand for, and the value you bring. Whether you're leading a team, influencing stakeholders, or navigating what's next in your career, your leadership brand serves as your anchor and your amplifier.

If you’re asking yourself, “What do I want to be known for?”—you’re in the right place.

Why Your Leadership Brand Matters

Your leadership brand isn't about being perfect; it's about being clear. When you articulate your value, voice, and vision, you show up with more confidence, communicate with intention, and invite opportunities aligned with your strengths.

A well-crafted brand statement allows you to:

Speak with clarity in high-stakes conversations
Set the tone in interviews or performance reviews
Advocate for your growth and development
Lead teams with authenticity and impact

What Makes a Strong Leadership Brand?

A powerful leadership brand blends three key elements:

Value – What you do and the impact you make
Voice – How you lead and show up
Vision – What you believe in and where you're going

Try using this simple formula to articulate your value prop statement:

I do [so what] for [who] by [how].

Example: I build high-performing, purpose-driven teams by aligning people around clear strategy, emotional intelligence, and shared values.

Reflection Questions to Get You Started

Take time with these prompts. Your answers will shape your brand:

When do I feel most aligned in my leadership?
What do people consistently come to me for?
What values guide how I lead and make decisions?
What do I want others to say about my leadership when I’m not in the room?
What kinds of results or outcomes do I consistently deliver?
How do I influence, communicate, and engage with others?
Where am I being called to grow, and what kind of leader do I want to become?

Ready to Write Your Statement?

Start messy. Give yourself permission to brainstorm a few versions. Read them aloud. Try them out in conversations. Refine over time.

Example prompts to try:

I lead with...
People count on me for...
I create value by...
I believe in...

Don’t aim for perfection—aim for truth.

If you’re ready to go broader, Part 2 invites you to expand your leadership brand into a few meaningful paragraphs. This is where you bring voice, depth, and storytelling to the clarity you uncovered in Part 1. Rather than sticking to one sentence, reflect on the following prompts to shape a fuller picture of who you are as a leader—and how that shows up in your work and life.

Reflect more on

1. Who are you?

What value do you bring to professional situations?
How does this impact your career?
Why do people come to you, hire you, and work for/with you?
What problems do you solve?
How do you solve them?
Why does that matter?
How does this value transform companies and people?

2. Who are you as a leader?

How do you activate the value you bring?
How do you navigate through the world of leadership to deliver your value in a consistent way?
How do you lead other people, and WHY do you lead that way?
What values and principles influence how you operate?
What are your non-negotiable?

3. Who are you in your life?

Are you living your leadership potential and values in all situations?
Are you happy, resilient, and fulfilled?
Are you confident and fearless without needing anyone’s validation or permission?
What is your purpose?
What legacy will you leave with your leadership?

More thought starters when crafting your brand:

I value ____ above all else in my work

I am one of those people who goes deep in _____

I am at a stage in my career where I value ____

Whereas I used to value ____ in my career, now I value ____

This shows up in my work when I ____

This comes to life in my work when I ____

This also shows up outside of work. For example, ____

____ is a pillar of my leadership style

____ is a key part of my approach to leadership

When I think about my approach to leadership, I lean into ____

If there’s one thing you need to know about me as a leader, it’s that I value ____

Integrate:

Mindfulness: take notice of when and how you act in alignment with your values - both big and small actions count!
Keep experimenting and practicing!
Where can you start to leverage this articulation of your values?
Share with your team?
Introducing yourself on a panel or speaking event?

Want to Go Deeper?

No Permission Needed by Tissa Richards – A powerful guide to owning your impact

Check out this article too for more inspiration!

Leadership brand work is not about building an image—it’s about aligning your inside with your outside. When you know who you are, you give others permission to trust, follow, and grow alongside you.

Want to chat more about your values and leadership brand -- feel free to schedule a free consultation today. I want to hear your story!