Building A Personal Brand: More Than Just a Logo

What comes to mind when you hear the word brand? A sleek logo? A catchy tagline? Maybe your favorite company’s signature colors and messaging? As we prepared to speak at the BASA Women in Leadership Conference this past March, Doreen Osmun, Lauren Scherr, and I found ourselves reflecting on a question that kept resurfacing in our conversations: What does it really mean to build a personal brand as a leader?

This blog post is the result of that powerful collaboration—a blend of our shared insights, experiences, and passions. Together, we explored how leadership goes far beyond titles and job descriptions, and how personal branding is about showing up with intention, clarity, and authenticity. Whether you’re stepping into a new role or simply seeking to lead with more purpose, we hope this piece offers inspiration and practical tools to help you shape the brand that is uniquely you.

A logo is a symbol. A brand is a story.

Your personal brand isn’t just about what you do—it’s about how you make people feel. It’s the way you show up, the energy you bring, and the legacy you build over time.

Think about it:

• Your brand is how others perceive you.
• Your brand is the trust you earn.
• Your brand is the impression you leave behind.

So… what’s your personal brand of leadership saying about you?

Simon Sinek famously said, “People don’t buy what you do; they buy why you do it.”

Your WHY is the driving force behind your leadership. It’s not just about your job title or responsibilities—it’s about the passion, purpose, and core values that fuel your work every day.

• What inspires you to lead?
• How do you empower others to grow?
• What impact do you want to leave behind?

If you haven’t already, check out this powerful video by Simon Sinek, where he breaks down the importance of understanding your WHY.

A great personal brand is built on trust. People follow leaders who are credible, authentic, and consistent. They trust leaders who follow through on their promises and make them feel valued.

Here’s how to establish trust in your leadership:

– Foster collaboration—Bring people together to share ideas and solve challenges.
– Lead with integrity—Do what you say you’re going to do.
– Show appreciation—Recognize and uplift the people around you.
– Be transparent—Communicate openly, even in tough situations.

Want to know if people trust you? Ask yourself:

• Do people confide in me?
• Do colleagues seek my advice?
• Am I the go-to person for difficult conversations?
• Do I receive honest feedback?

If you answered yes—congrats! You’re building a leadership brand rooted in trust. If not, it’s never too late to start strengthening those relationships.

Your personal brand isn’t just about where you are—it’s about where you’re going. Whether you’re looking to advance your career, take on new initiatives, or simply make a bigger impact, your brand should reflect your vision.

• Be intentional—Align your leadership with your long-term goals.
• Use storytelling—Share real-life examples of how your leadership has made a difference.
• Be visible—Make sure people see your impact, both within and beyond your organization.

To quote social entrepreneur Marcos Salazar, “Whether you realize it or not, you have a personal brand — and you have the power to shape what it is.”

Reflection time:

1. How do you build rapport with community members and stakeholders?
2. What do you want your team to know about your leadership style?
3. How have you demonstrated bravery as a leader?

These questions aren’t just for self-reflection—they’re guiding lights to help you refine your personal brand and inspire those around you.

At the end of the day, leadership is about people.

Think about the individuals who have shaped your career—the mentors, colleagues, or even students who have helped you grow into the leader you are today. Who has opened a door for you, believed in you, or inspired you to be better?

Take a moment to write down two or three names. And then—reach out. Send a quick email, a text, or (dare I say?) make an old-fashioned phone call. Let them know how much they’ve meant to your journey.

Because here’s the thing: The best leaders don’t just build brands—they build people. And when you lead with intention, trust, and gratitude, you create a brand that lasts far beyond a title or position.

So, what will your personal brand say about you?