New leaders often fail because they continue to operate with an individual contributor mindset. Success shifts from personal problem-solving ("soloist") to orchestrating the success of others ("conductor"). This requires a fundamental change in self-perception and approach, not just learning new skills.
Everyone has a personal brand, whether intentional or not. The key is to close the gap between how you see yourself and how others perceive you. Proactively define what you want to be known for, then consistently communicate and demonstrate that brand to prevent misunderstandings and career stagnation.
To make your work visible to leadership, shift your communication from discussing activities to highlighting outcomes. Instead of listing tasks, explain the tangible business result your work generated and how it aligns with broader company goals. This frames your contribution strategically.
When expanding your impact beyond your defined role, you risk stepping on toes. To avoid this, involve relevant teams early, even if you have the skills to solve the problem yourself. This transforms a potential conflict into a collaboration, ensuring alignment and better outcomes.
When overlooked or sidelined, don't just get frustrated. A product manager who lost a key project created a personal pitch deck. She used it in one-on-one meetings with VPs to articulate her brand, story, and impact, ultimately winning back the project and gaining senior leadership buy-in.
Your personal brand should transcend your current job title. Identify recurring themes in your career and articulate them as core "I am" statements (e.g., "I love to build things from the ground up"). These statements should be true for you across different companies and roles, forming an authentic and enduring brand.