Your personal brand: Why it matters more than ever (especially if you're a leader)

Let’s be honest - personal branding gets a bad rap. It’s often mistaken for self-promotion, influencer energy, or something that only applies to entrepreneurs.

But really? If you’re in a leadership role, you already have a personal brand.

The question is - are you shaping it with intention, or letting others define it for you?

Why it matters now

We’re leading through a time of big shifts: AI, hybrid work, economic pressure, changing employee expectations. In this landscape, the leaders who stand out aren’t just smart or successful. They’re clear, human, and trusted.

That’s what a strong personal brand does. It:

• Builds trust by helping people understand who you are, not just what you do

• Expands your influence across teams, industries, and even into boardrooms

• Opens doors to opportunities like speaking roles, NED seats, and advisory positions

• Shapes culture - because how you show up ripples through your team and organisation

And it’s not about being loud or flashy. It’s about showing up with clarity and consistency.

What leaders get wrong

Many leaders shy away from personal branding because it feels inauthentic. But the most effective personal brands aren’t manufactured - they’re aligned. They reflect your values, your voice, and your vision.

They also evolve with you. Your brand should grow as your leadership does.

So... how do you start?

Here are 5 simple, strategic steps:

1. Reflect on who you are

What do you stand for? What’s the impact you want to have? Get clear on your leadership values - they’re the foundation of your brand.

2. Ask for honest feedback

How do others describe you? What words come up again and again? This helps reveal how your brand is already landing, and where it needs refining.

3. Craft your narrative

Think of your career like a story: where you’ve been, what you’ve learned, what drives you forward. A clear narrative helps people connect the dots.

4. Audit your presence

Look at your LinkedIn profile, public speaking, internal comms: are they aligned with who you are as a leader? Consistency is key.

5. Add value, visibly

Whether it’s mentoring others, sharing ideas, or joining important conversations -showing up generously reinforces your brand more than any tagline ever could.

Why we care, and why you should too

At Blend, we believe your reputation accelerates your strategy. That’s why we’re hosting masterclasses focused on personal branding for modern leaders:

• William Arruda was with our New York members sharing how to lead with authenticity and emotional intelligence in the age of AI, and why your brand is your leadership legacy.

• Mahfuz Chowdhury will be with our Toronto members delivering a proven framework to help our members clarify their voice, sharpen their story, and attract the right opportunities.

Both speakers remind us: your brand isn’t separate from your leadership: it is your leadership, made visible. So, is your personal brand working as hard as you are?

We run peer-influenced workshops like these for our members every month to provide actionable steps and a community that diversifies your network and your thinking.

Not a member yet? Explore membership.