Many women assume their work speaks for itself. We’re told from an early age that if we work hard, opportunities will follow. But in reality, visibility and perception play just as big a role in career advancement as competence does.

Research confirms this: A study by the Centre for Talent Innovation found that executive presence accounts for 26% of what it takes to get promoted. That means it’s not just about doing great work—it’s about how you show up, how you’re perceived, and how you make others feel.

Whether you’re in a boardroom, on a Zoom call, or walking into a networking event, your leadership presence precedes you. If you’re not in charge of that narrative, assumptions will fill the gap.

Your Reputation Matters More than Your Resume

Promotions, leadership opportunities, and high-impact projects aren’t handed out based purely on qualifications. They’re given to those who are recognised as leaders before they even step into the role.

A strong personal brand:
✅ Positions you for leadership opportunities before you even apply
✅ Builds trust and credibility, making it easier for people to say "yes" to you
✅ Ensures your value is recognised, rather than overlooked

As Carla Harris, Vice Chairman of Morgan Stanley, says:

"Perception is the co-pilot to reality. If you want to maximise your success, you must understand how you are perceived and make sure that perception is the one you want."

A Quick Brand Audit: What Would People Say About You When You're Not in the Room?

If you want to know what your personal brand actually is, start by asking yourself:

🔹 If my colleagues had to describe me in three words, what would they say?
🔹 Do people consistently recognise my expertise or do I often feel underestimated?
🔹 Am I known for my leadership skills or am I simply seen as “reliable” and “hardworking”?
🔹 Would my name come up in a conversation about key promotions or leadership opportunities?

If the answers don’t align with how you want to be seen, it’s time to take charge.

How to Start Shaping Your Personal Brand Today

1. Define Your Brand Words

Your brand isn’t just what you do - it’s how you make people feel. Choose three words that you want to be known for. Do you want to be seen as strategic, confident, and inspiring? Or approachable, innovative, and decisive?

Define it before others define it for you.

2. Audit Your Presence

Look at how you communicate online, in meetings, and in leadership conversations. Are you consistently reinforcing your brand?

If you want to be seen as bold and influential, but you rarely speak up or hesitate to share your perspective, there’s a misalignment.

3. Own Your Expertise with Confidence

Your expertise deserves to be recognised, and you are the best person to position it. Stepping into thought leadership isn’t about waiting - it’s about actively contributing.

That means:
✔ Sharing insights in meetings
✔ Contributing to big-picture discussions
✔ Ensuring your name is linked to the ideas and strategies you drive

4. Get Visible

Being great at what you do isn’t enough if no one knows about it.

Whether it's:
✔ Presenting at a meeting
✔ Writing about industry trends
✔ Ensuring decision-makers are aware of your contributions

Visibility matters.

5. Be Consistent

Your brand isn’t built in one conversation; it’s built in every interaction, every meeting, and every project.

Make sure your actions, words, and leadership presence consistently reflect the leader you want to be.

Want to Take Your Visibility Even Further?

Understanding your personal brand is just the first step. But how do you ensure your leadership impact is seen by the right people without feeling inauthentic? Too many women wait to be recognised when they should be stepping forward with confidence. In my blog, The Visibility Gap: How Women Can Elevate Their Impact and Influence, we’ll explore why visibility matters, the key reasons women hold back, and how you can take charge of your leadership presence ... your way.

Read The Visibility Gap now →  https://www.jowiseleadership.com/PersonalBrand-VisibilityGap

Coaching Questions for Reflection

1.  If you had to introduce yourself without mentioning your job title, how would you describe your leadership identity?
2. What’s one word you want people to associate with you? What are you doing to reinforce that?
3. What’s holding you back from stepping into greater visibility? How can you challenge that belief?