Headline: Your Brand is Your Billboard

Let’s think about crafting your leadership brand statement.

A strong leadership brand is both a mirror reflecting your core values and a GPS, guiding your decisions and helping others understand how to best support your growth.

It’s your chance to tell the world what you bring to the table and why you do what you do. It should be an embodiment of your ambitions, your values, your unique style.

It’s your personal mission statement and so it should be authentically YOU. 

Your leadership brand is important. (So important that I’m writing about it for the next three months to help you out.)

Here is why it is a big deal::

First, building a leadership brand opens doors. 

Your brand communicates your skills and passions to those outside of your direct network. This will help you whether your sights are set on a senior position, more exciting challenges, or scaling your business. 

As you continue to find success in your role, your brand will strengthen and you’ll start to see doors open.

Second, your brand amplifies your impact. 

Building a brand is not just about getting the job done, but also about how you collaborate with others to make it happen. It’s about direction, alignment, and commitment–the holy trinity of leadership. 

The way you navigate the complex waters of leadership will leave an unforgettable mark on your brand.

“People won’t remember what you said or did, they will remember how you made them feel.” – Maya Angelou

Third, a clear brand sets you apart. 

It tells the world what you uniquely offer, creating a space for you among other great leaders in the world.

On the other hand, a vague or poorly articulated brand can be a roadblock in your career path. It can lead to missed opportunities and can keep you from thriving. That’s why it’s crucial to actively promote your authentic self.

Your brand should add purpose to your actions and create a roadmap for your success. 

Hopefully you see the value. Let’s get to work creating it.

First, Discover Your Strengths

Your leadership brand is the most powerful tool you have to carve your path as you grow your career and business.

Kick-start your brand by identifying your strengths. 

Focusing on your strengths forms the basis of excellent leadership. Peter Drucker talks about this a lot in his book The Effective Executive. 

These are the things that come easy to you but may seem challenging for others.

  • Resilience
  • Compassion
  • Staying organized
  • Being optimistic
  • Thinking critically

Here’s what you can do:

  • Take some time to jot down your top five strengths. What is it that you do exceptionally well?
  • Next, reflect on times where you utilized these strengths effectively. Was there a particular project or challenge where your strength made all the difference?
  • Now, envision how these strengths could help mold your distinct leadership brand. What kind of a leader can you be, utilizing these strengths?

Crafting Your Leadership Brand Message

With a clear understanding of your strengths and your team’s needs, it’s time to create your leadership brand message. This message should be a crisp statement embodying your leadership style. 

This is your mission statement as a leader. It should be simple, memorable, and a true reflection of who you are.

Be sure to include timelines to help provide a sense of urgency.

Growing into an executive position through

Here’s how you can do it:

Draft a one-sentence statement that outlines your leadership style and values. 


  • Creating a path to CEO by working  hard and productively every day, continuously reaching new levels of success and accomplishment.
  • Growing sales 50% YoY by inspiring action in others, acting decisively and encouraging others to do the same.

Maintaining Consistency

In the journey of brand building, consistency is your best friend. Whether you’re making decisions or communicating with your team, being consistent is vital. As Drucker says, consistency leads to trust, and trust earns respect.

To ensure consistency:

Revisit your decisions and interactions over the past month. Are they aligned with your mission statement?

Identify any discrepancies between your actions and your core message. Develop a plan to rectify these discrepancies moving forward.

Promoting Your Brand

Now comes the fun part – showing off your brand! Use platforms like public speaking engagements, workshops, or social networks to spread the word about your leadership brand. Whether you like it or not, being a leader gives you a public face for your organization. 

People are watching how you respond so be thoughtful. 

Here’s your plan:

  • Identify opportunities in the next month where you can showcase your brand–think meetings, workshops, social media posts–every platform counts.
  • Develop a strategy for how you’ll use these opportunities to promote your brand. The goal is to make your brand known.
  • Remember, building your leadership brand requires intentionality and strategy. It’s about alignment and offering a clear, consistent image of your leadership.

“Effective leadership is not about making speeches or being liked; leadership is defined by results, not attributes.” – Peter Drucker

Therefore, let your brand be the key to achieving desired results.

I’d love to hear about how your brand evolves in the next 3 months. 

Next week I’ll be writing about how your leadership style influences your brand. Have a great week!

Jacob Espinoza is a leadership coach in Salem, Oregon. For more information visit JacobEspinoza.com.

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