Build a Leadership Brand That Opens Doors

You’ve been head-down, doing great work. Solving problems. Stepping up. Maybe even over-delivering. But despite your track record, you’ve noticed something: people aren’t quite seeing your full value. You’re not being tapped for high-profile opportunities. Your name doesn’t come up in leadership conversations the way it should.

You’re not imagining it. And you’re not alone.

According to McKinsey's Women in the Workplace 2024 study, only 45% of employees feel their contributions are promoted by their managers—and the numbers are even lower for women and people of color.

This isn’t about doing more. It’s about being seen more clearly.

It’s time to stop waiting to be noticed and start getting intentional about how your value is perceived. That’s what building your leadership brand is all about.

Quick note: This is Part 2 of a 5 part series on mid-career clarity. If you missed Part 1, make sure to check it out. Just like Part 1, this article has a lot of action steps, so grab a notebook and do one or all of them. Only have 10 minutes? Download my free Fast Track Your Career Clarity worksheet.

What a Leadership Brand Really Is

Let’s demystify the term. Your leadership brand isn’t a personal tagline or a fancy resume headline. It’s the impression you leave behind—the way people describe you when you’re not in the room.

It’s made up of:

• Your consistent strengths
• Your core values
• The unique energy or presence you bring
• The results you consistently deliver

So, ask yourself: Are you shaping that narrative, or letting it default?

Why Visibility Matters (and Why It’s Not Vanity)

We’re often taught to believe that if we just keep our heads down and work hard, good things will come. Promotions. Recognition. Leadership roles. But performance alone doesn’t guarantee visibility. And in many organizations, the unspoken rules favor those who are more vocal, more connected, or more comfortable in the spotlight.

This can leave talented professionals, especially introverts or those from underrepresented groups, feeling invisible.

The fix isn’t to become someone you’re not. It’s to become more strategic and authentic about how you show up and contribute.

If you want others to feel seen, heard, and valued, you have to start by seeing, hearing, and valuing yourself.

Step 1: Define Your Leadership Brand

To start shaping your leadership brand, begin with three simple questions:

1. What are 3 strengths people consistently mention about you?
2. What values drive how you show up at work?
3. What kinds of challenges do you thrive in solving?

Then, turn that insight into a sentence using this structure:

“I help [who] do [what], so they can [result or outcome]—guided by my values of [value 1] and [value 2].”

Example:

“I help teams simplify complex projects so they can stay focused and finish strong, guided by organization and follow-through.”

Write it in your voice. It should sound like something you’d actually say, not a slogan.

Step 2: Assess Your Visibility

Once you know what you want to be known for, ask: Is that what people actually see?

Here’s a quick Visibility Pulse Check:

• Are your contributions shared or referenced in meetings?
• Do decision-makers know what you’re working on and how it’s going?
• Have you spoken up recently to share a win, insight, or forward-looking idea?

If not, start by identifying the lowest-friction places to be seen:

• A quick update in a Slack or Teams channel
• A concise win shared in a team meeting
• A 1:1 conversation where you clarify your goals

Visibility doesn’t have to mean self-promotion. It can be as simple as connecting the dots between your work and its value.

According to Deloitte’s 2025 Human Capital Trends report, the shift toward skills-based work makes it essential for individuals to make their contributions more visible and measurable to stay competitive.

Step 3: Practice Executive Presence (Without Performing)

“Executive presence” is one of those slippery terms that gets tossed around a lot. But at its core, it means people see you as capable, credible, and ready to lead.

It’s not about charisma. It’s about clarity, confidence, and consistency in how you communicate and carry yourself.

You demonstrate executive presence when you:

• Speak clearly and concisely in meetings
• Offer thoughtful solutions, not just problems
• Hold your boundaries and take responsibility without blame
• Show up consistently in tone, style, and energy

If you're unsure where to start, try this:

• Before a key meeting, set an intention: “Today, I will speak up at least once with a strategic insight or question.”
• After the meeting, reflect: How did I show up? What worked? What would I shift next time?

It’s a muscle, not a mask. The more you practice, the more natural it becomes.

Step 4: Connect With Purpose (Networking Without the Gross Factor)

Visibility isn’t just about optics, it’s about relationships. When you’re well-connected, you’re top-of-mind. That means opportunities flow more easily to you.

But let’s be clear: we’re not talking about performative LinkedIn connections or transactional “pick your brain” coffee chats.

We’re talking about purposeful, mutual connection.

Here’s how to start:

• Reach out to a former colleague just to say thank you or celebrate a recent win.
• Share a resource or article that made you think of someone.
• Let a mentor or past boss know what you’re exploring next and ask for advice, not favors.

Don’t wait until you need something. Relationship-building is an ongoing practice.

Coach’s Tip: You Don’t Need a Loud Voice—You Need a Clear One

If you’re introverted or don’t like the spotlight, this entire topic might make you bristle. That’s valid. You don’t need to become louder to be seen, you need to become clearer.

One of the most powerful things you can do is own your space without apology:

• Stop minimizing your wins (“It was no big deal…”).
• Stop defaulting to others when you have the answer.
• Start standing confidently in your expertise, even if you’re still learning.

Visibility isn’t ego. It’s equity. And people can’t open doors for you if they don’t know where you want to go or what you’re capable of.

Action Steps: Step Into the Spotlight with Intention

Ready to put this into motion?

1. Write Your Leadership Brand Statement.

   Keep it simple, clear, and true to you.

2. Run a Visibility Audit.

   Where have you been showing up? Where could you increase your presence, authentically?

3. Choose One Way to Practice Executive Presence This Week.

   It could be sharing an idea, asking a strategic question, or leading a short update with confidence.

4. Connect With One New or Dormant Contact.

   Make it mutual, human, and low-pressure.

Final Word: You Don’t Have to Be Loud to Be Seen

You’ve already got the track record. This next chapter is about helping others see it and trust it.

You’re not bragging. You’re building a path. When you get intentional about your leadership brand and visibility, you give others the tools to advocate for you, collaborate with you, and recognize what you bring to the table.

This is Part 2 of a 5-part series on mid-career clarity and leadership.

If you missed Part 1, or want a free tool to clarify your strengths and vision, download the Fast Track Your Career Clarity worksheet.