How to Build My Leadership Brand

Dear Lean In,

I joined my company several years ago at a junior level. I’ve since been promoted to manager, and I’m looking to position myself for a more senior leadership role. I think the decision-makers in my department still view me as the associate I was when I started here. How do I get them to see my leadership potential?

— Stuck at Manager

Dear Stuck,

It can be difficult to shed old perceptions of who you are at work. It sounds like you need to build your leadership presence and brand — here are some ways to do that:

• Your leadership brand is the answer to “What do people say about you when you’re not in the room?” Get clear on two or three things you want to be known for — your expertise, your approach, your results — and look for ways to demonstrate them consistently.
• Good work alone rarely gets noticed. Make your contributions visible by narrating your impact, sharing results with your manager, and volunteering to present your team’s work.
• Sit at the table, literally and figuratively. Speak up in meetings, especially in rooms where decisions are being made.
• Build visibility outside your immediate team. Contribute to cross-functional projects, present to senior leaders when you can, and develop a point of view on your industry. A personal brand that extends beyond your current role makes you easier to advocate for and harder to overlook.

If you do these things consistently, the perception of your abilities will start to shift.

Warm wishes and good luck,

— Dr. Mary Noble-Tolla, Director of Research and Content, LeanIn.Org