What is your Brand, and Are you True to it? - Cynthia Laden Newman
1. Define Your Brand Authentically
What kind of reputation do you want to build? A strong, authentic brand is rooted in values that matter to you. Identify the principles driving your work and interactions. Do your actions reflect these values? Are they evident in how you handle challenges? Defining your brand means ensuring your values consistently shine through.
Tip: Identify core values that resonate with you and consistently weave them into your work. Authenticity builds respect and trust from clients and colleagues.
2. Assess Your Current Brand Perception
How is your brand perceived by others? There can be a gap between how you see yourself and how others view you. Get feedback from trusted colleagues, mentors, or clients to gain an external perspective. Are there differences between your intended brand and how it’s perceived?
Tip: Conduct a quick survey or have candid conversations with trusted contacts. Their feedback can uncover blind spots or strengths in your brand you might not see.
3. Align Your Brand with Your Goals for 2025
Think about where you want your career or business to be in 2025. Your brand should support and reflect your future direction. If you aim for more leadership roles or wish to add concierge services, your brand must embody qualities like decisiveness, reliability, vision, and consistent first-class service.
Tip: List three goals for 2025. Consider how your brand can help achieve them. Does your current brand image open doors to these goals, or does it need refinement?
4. Stay Consistent Across All Touchpoints
Your brand isn’t limited to your LinkedIn profile or resume; it’s reflected in every email, meeting, and interaction. Consistency in communication and presentation builds trust and reliability.
Tip: Review your digital presence, including your website and social media profiles, to ensure a consistent message, tone, and visuals. Consistency reinforces your brand and builds recognition.
5. Plan for Brand Growth
As you grow professionally, your brand should grow, too. Embrace new experiences, skills, and perspectives that enhance your brand while staying true to core values. Think of this as a “brand evolution,” not a drastic change.
Tip: Identify one area for growth next year. For example, to strengthen trust and credibility, find ways to incorporate that focus into your brand. This helps keep you relevant and impactful in a changing environment.
6. Embrace Accountability
A powerful brand thrives on accountability. Be the person you claim to be, keep your promises, and consistently deliver high-quality work. People remember and value those who stay true to their word.
Tip: Reflect on times this year when you upheld your brand and where you fell short. Commit to aligning your actions with the brand you want to represent moving forward.
Your brand is more than a label — it’s a promise to yourself and others. As the year ends, refine your brand, strengthen its alignment with your goals, and ensure each step into 2025 is intentional and authentic. When built authentically and consistently, your brand becomes a valuable asset that opens doors, builds trust, and amplifies your impact.
Cynthia Laden Newman is a forward-thinking strategist and creator of sustainable growth. Formerly a managing director with global financial services leader Morgan Stanley, she currently serves as the chair of a nonprofit foundation, an executive coach to senior executives, and a mentor to rising executives. The overarching theme of her career has been her laser focus on leadership, human capital, governance, problem-solving, and value creation for stakeholders and shareholders.
Connect with me on LinkedIn.
