I once thought that if I just did my job really well, that I would get recognized and promoted. Simple as that. Back when I believed that, I was working very hard at my job. I showed up most days before my boss and I made sure he knew he could count on me no matter the situation. When challenging projects arose, I generally got the call. But I still saw others getting promoted before me. Looking back, I see that my brand screamed, “Got a tough project? Send it my way!” and I later learned that my boss didn’t promote me because he knew that the projects I was working on would fall apart without my involvement.
As a senior leader, you must have a brand that compliments your aspirations.
Your brand shapes your professional identity and reputation with your team and the organization as a whole. A strong personal brand communicates your unique value, the type of work you want and enjoy doing, your leadership style and what distinguishes you from other leaders.
Branding isn’t just for big companies like Nike and Apple; your personal brand can open doors for new opportunities, attract top talent and establish your credibility in your industry.
Tips to build your brand
Identify your challenge
Think of a challenge that you’d someday like to solve or one that inspires you to keep doing your best work. This should be something tied to your identity as a leader; a challenge that you can proudly support. Once you identify it, write down a few words or a phrase take makes it your challenge. Keep this challenge as your north star.
Do work you’re passionate about
Most people work a job that they have no passion for with the thought of moving on to something they actually want to do after 30-40 years. However, research shows more people are “unretiring” and going back to work in the same field they left. The best alternative is to do work that excites you every day.
Learn to say no
If you’re like the senior leaders I coach, you have too many things on your plate. When you say yes to something, you are inadvertently saying no to something else. When you step back and take inventory of all the yeses on your calendar, you will start to notice that some of them are a clear no; a waste of your time. Say no to most things you’re asked to do so you can get better and better at your one thing.
Define your mantra or motto
All good products and services have a mantra or motto. The Army changes there’s often but my favorite is “Army Strong.” Ford Motor Company is “Built Ford Tough,” and General Dynamics only does “Work that matters.”
Develop a message for yourself.
My late Aunt Helen Shropshire used her initials to form her motto: HPS: Helping People through Service. She was an active member of her community and deeply involved in human rights. After you develop a message like that, you will really start selling yourself.
By establishing a compelling brand, you can inspire trust and confidence among your team members, stakeholders, and industry peers, enhancing your influence and credibility as a senior leader.
So, what’s your brand?