As a leader in your field, you’re used to getting results. And for those results speaking for yourself. It’s what people allude to when they tell you your reputation precedes you. You’re known for getting stuff done. But being known for getting stuff done isn’t enough to sustain a strong personal brand as you climb the ranks. At some point, you can’t coast on your natural ability any longer. Before that time comes, you need to invest in that brand — and maybe create it fresh. Begin with these four tried-and-true branding strategies for ambitious executives.
- Carve Out a Corner of Cyberspace, and Don’t Worry If No One’s Listening Yet
Just don’t call it a blog. That’s so 2003. The point here is that you deserve a platform. You really do — you have interesting things to say and your expertise is valuable.
The bigger question is where that platform should live. If you don’t have the time or mental bandwidth to manage a blog of your own, then Medium is a good choice. It’s a flexible, high-visibility site that lets you build your blog pretty much as you see fit.
The result is, well, pretty much whatever you make of it. And it doesn’t have to be all shop talk. The Medium musings of Michael Capiraso, a sports executive, talks more about the benefits of running than the business of sports, for example. Your platform might have a different focus, and that’s okay.
- Claim Credit Where It’s Due, But Don’t Hog the Spotlight
You won’t get ahead without talking about your wins. How you talk about them makes all the difference, though. Key point is you want to lift others up whenever possible even as you discuss your specific contributions (or leadership). You can’t let your audience forget that you are part of a team, even when you lead that team. Sharing credit is one of those little-discussed soft skills whose benefits sometimes aren’t clear until it’s too late.
- Be a Mile Deep (Without Sacrificing Timeless Skills)
The ability to share credit freely is just one of several soft skills you’ll need as you build your personal brand. You already know that you’ll also need lots of technical and role-specific skills too — and not just for your personal brand, but for your career too.
With social skills, it pays to be a generalist. (There’s no other way; you need most soft skills to be successful.) On the technical side, though, it pays to be a mile deep — to carve out a specialized niche where few of your peers play.
Talk to a professional mentor about how to go about this. The path is different for everyone.
- Craft a Personal Story — Everybody Has One
You have a compelling personal story. You just might not know it. Maybe it’s the experience of being bullied in high school. Or working your way through an elite university, surrounded by children of privilege. Or overcoming systemic barriers to advancement earlier in your career.
Shape this story, and tell it — without forcing it on anyone who will listen, of course. For ideas, read Jordan Bower’s guide to creating an origin story.
Your Resume Alone Isn’t Enough
One more thing: If your performance alone isn’t enough to sustain your personal brand as you climb the corporate ladder, your resume alone certainly isn’t enough. Sure, people care where you’ve been, and every headhunter wants to see that you’re assuming more responsibility, more challenges, more autonomy. But that’s not enough to make you unique among your peers. Who, after all, are the cream of the corporate crop. A strong personal brand is. And that’s all you.
