Just as your company has a brand(s), you as a leader has a brand also. Your brand is the way you are perceived to others as a leader. This brand speaks high volumes about yourself especially when you are moving to a new job, area, or group of people. Team members talk about their leaders and before you even go into your new environment your new team already has made preconceived decisions about you and your leadership style. In the context of leadership, what people really think is a reflection of your behavior and effectiveness as a leader. It’s what you do, not what you say. A leadership brand helps you define your value proposition and maximize your influence and impact. So, are you managing your leadership brand or is it managing you?

A leadership brand helps you achieve three main results: 

1. Authenticity: A genuine, authentic leadership brand that is true to your purpose will gain you the respect and trust of your colleagues, peers, and clients. Identify your purpose of why you are a leader and your brand will be an honest reflection of yourself.
2. Inspiration: A strong leadership brand should leverage your strengths. Studies show that employees are more engaged when their leader is operating at his or her best. When you perform at your best, so will your employees.
3. Deliverability: Follow through and deliver on the goals you and your organization have set out to achieve. As you move up in your organization, the goals, results, and values you mutually hold will evolve.

I experienced first hand the value of your brand as a leader. I was tasked to switch areas in a company I worked for. I have never had to lead the people I was going to be with, but on my first day it looked like a different environment and people were working with a passion that no one had seen. The last few leaders of that area didn’t treat people well and was all about the numbers. These new people had had heard about my leadership brand of caring, inspiring, empowering, and being vulnerable. That first week the numbers improved and there was a different feeling in that area and I was recognized for being able to turn around a struggling area. All it took was my “Leadership Brand” and nothing else.