Your professional brand is either a strategy or a side effect.

Too often, professionals unintentionally adopt the narratives others create for them, especially from their leaders. Even well-meaning managers may highlight strengths in a way that unintentionally limits career trajectories.

I experienced this firsthand in my career when a great manager, knowing I was working towards a promotion, championed me by elevating my contributions to the wider leadership team. While the feedback was glowing, the examples being shared didn’t align with where I wanted to go next. To be considered for the role I was working toward, I needed to be known for specific strengths and skills. That meant taking ownership of my contributions and ensuring my professional brand was self-created, shared and scaled internally. 

Do you have a professional brand? Was it created by you or others? Do you know how to leverage it for your career growth? Whether you’re reading this seeking branding advice for your own career growth or as a leader looking to champion your team effectively, here are some key considerations:

For Managers & Leaders:

When was the last time you asked your direct reports where they’re looking to grow in the organization? Have you made it clear that you support your employees if they desire to move to a role outside of your team? Are they known for the skills needed to be considered for those roles? Your position as a leader isn’t just to highlight your employees’ strengths. It’s also to help them shape the narrative that moves them forward. Ask yourself:

• “Am I collaborating with my employees to ensure their brand reflects both their contributions and their aspirations?”
• “Am I amplifying their impact internally so decision makers see them in the way they need to be seen?”

If the answer is no or maybe, I encourage you to check in with your direct reports in your next 1:1. Here are some conversation prompts to foster a productive partnership:

1. “How are you looking to grow within the company? Are there specific roles that interest you, even outside of our team?”
2. “What skills and strengths do you need to be known for to be immediately considered for those opportunities?” (Let them define these. If there are gaps, provide insight on what they need to develop.)
3. “How can I help you elevate your professional brand and position you for success?”

These questions put ownership on the employee while showcasing your commitment to their growth. If they lack key skills required for their desired next step, provide transparent feedback and align on opportunities for them to strengthen those skills with clear, measurable goals.

For All Professionals:

If you’re not actively shaping your brand, others are doing it for you. Whether you realize it or not, your leaders and peers already have a perception of your strengths. But does that perception align with where you want to go next? Ask yourself:

• What do I want to be known for?
• What do I need to be known for?
• When leadership discusses promotions or key projects, do my skills, contributions and impact come to mind?

Your brand should be self-created, not defined by others. Here’s how to take control of your professional narrative:

1. Identify the roles you’re interested in or currently working toward. Review job descriptions and highlight the required skills. Then ask yourself: “Do my skills align?”
2. Take inventory of how you’re already demonstrating those skills in your current role. Track real examples and share them with your leader and sponsor.
3. Communicate your career goals with your manager, sponsor, and other key leaders. Ask them to help highlight your contributions in ways that align with your next step.

If you need help defining and owning your narrative, my book, Thrive in Color, breaks this down with actionable strategies to help you navigate workplace dynamics and position yourself for the next level. Or, if you’re a leader interested in bringing a workshop around this topic to your organization, contact us to talk more.

Your career story is yours to tell. Make sure you’re the one writing it. Together, let’s Brij the Gap.