Leadership Branding: Why Every Executive Needs a Clear Identity
tl;dr
Your leadership brand is more than a public persona; it’s your promise, your influence, and how you’re perceived when you're not in the room.
Building a strong, authentic leadership identity and brand helps you gain confidence, authority, and strategic opportunities, especially for underrepresented leaders.
The process: deeply explore your story, define your values and vision, translate into messaging, positioning, and activation that reflect who you are and where you’re going.
Why Leadership Branding Matters Now More Than Ever
In today’s fast-paced business environment, executive branding is no longer a luxury; it’s a strategic imperative. As Lindsay Gaskins explained during her Athena salon:
“Your brand is what is getting you into that door, your brand is what’s getting you that higher salary, your brand is what’s getting you the influence.”
She emphasized that a brand isn't just a logo, it's a promise, an identity, and a signal of influence.
Research backs this up. According to the Center for Creative Leadership, your leadership brand reflects not only what you deliver but how you deliver it, and should align with your core values. CCL
Executives who invest in their personal brands see tangible benefits: increased trust, opportunities to scale influence, and roles that align more closely with their vision. Deliberate Directions+1
The Leadership Identity and Brand Gap: Why Many Women Aren’t Seen for Who They Truly Are
Lindsay identifies two common barriers, especially for underrepresented leaders:
1. Confidence Gap. Impostor syndrome, internal doubts, they undermine how you show up and how others perceive your leadership.
2. Authority Gap. Even in high-level roles, underrepresented leaders are not fully seen or recognized for their leadership strengths because existing development models were not designed with them in mind.
She frames the shift like this:
“From presence to influence, from participation to activation, from a seat at the table to voice in the room.”
That evolution requires deep self-awareness: understanding who you are, where you came from, and why you do what you do.
Building Your Leadership Identity and Brand: A Framework Inspired by Gaskins
Based on Lindsay’s message and her methodology, here’s a strategic playbook for building (or refining) your leadership identity and brand:
Discovery & Reflection
Dive into your story: What shaped you? What drives you?
Interview key stakeholders (colleagues, mentors, family) to understand how they see you.
Map out your purpose, values, and vision as a leader.
Define Your Identity
Together with a coach or mentor, distill your leadership essence into clear messaging.
Identify strengths and aspirations.
Determine your leadership type or style, using frameworks such as the Spectrum of Leadership Empowerment® (e.g., Trailblazer, Innovator)
With this proprietary framework, Lindsay helps leaders align their tone of voice, positioning, and behavior to this type.
Develop Narrative & Story
Create a story that weaves together your journey, impact, and future vision.
Craft a compelling elevator pitch that captures not just what you do, but why it matters.
Build key messages for different audiences (e.g., board, peers, community).
Activate Your Leadership Brand
Set up a personalized activation plan: LinkedIn content, speaking opportunities, stakeholder engagement.
Define target audiences and channels: Who needs to hear your story, and where?
Lean into your leadership type in how you communicate, lead, and scale your presence.
Build a 4-week (or longer) roadmap to begin executing: visibility, engagement, and reflection.
Why This Work Is Hard, But Non-Negotiable
Lindsay is honest about the pushback: many leaders resist acting “boisterous” or fear being perceived as self-promotional. She calls for us to shift to a “Limitless Mindset”, giving yourself permission to claim your voice, not hide it:
“I think most of our clients are kind of sick of bullshit. They feel very seen and heard. It’s a pivotal change in how they speak about their work.”
Erin Essenmacher, host of the Athena salon, added a powerful perspective:
That alignment often triggers a reset, not just in career trajectory, but in self-concept.
How to Make Your Leadership Brand Real, Not Just Aspirational
Prioritize authenticity over perfection. Your brand doesn’t have to be polished to the point of sterility; it should reflect your real values and voice.
Be consistent. Whether on LinkedIn, in stakeholder meetings, or board rooms, your brand message matters.
Measure impact: Is your brand opening doors? Are you being invited to strategic conversations, board seats, or speaking roles? Adjust where needed.
Stay committed: Build a “brand refresh calendar” tied to career milestones (new role, major project, leadership transition).
Your leadership identity and brand is more than a personal narrative; it’s a strategic asset. It empowers you with clarity, confidence, and influence. It’s how you define the legacy you want to leave.
As Lindsay Gaskins says, your leadership brand is not just about being seen, but being understood. And when that happens, you unlock not just opportunities, but purposeful impact.
Build a Leadership Brand That Opens Doors
Athena connects you to the thinkers reshaping what modern leadership looks like.
One of those leaders is Lindsay, founder of BREAKTHRU.
BREAKTHRU expands what leadership can look like by helping individuals uncover their leadership identity and unlock authentic influence. Their Spectrum of Leadership Empowerment® framework, grounded in thousands of lived leadership stories, helps leaders feel recognized, teams feel connected, and organizations cultivate stronger leadership at every level.
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