Where to Start When Building Your Intentional Leadership Brand
By Jayson Krause, Managing Director of Level 52 & Award-Winning Author of The Science Behind Success
Building your leadership brand is not about throwing out some catchy phrases or trying to become the person you think people want you to be. It’s about something much deeper—it’s about deciding who you are, what you stand for, and how you’re going to lead, intentionally.
Let’s be clear: if you’re not shaping your brand, someone else is doing it for you. Every action you take, every conversation you have, and every decision you make is creating a brand, whether you realize it or not. The question is: are you actively creating that brand, or are you passively letting others define it?
Step 1: Get Clear on Who You Are
Before you start to think about how you want to be perceived as a leader, you need to be crystal clear on who you are. This is about self-awareness—digging deep to understand your strengths, weaknesses, values, and purpose. Ask yourself:
What are the non-negotiables that define you as a leader?
What values do you stand by, even when it’s uncomfortable?
What impact do you want to have on the people you lead?
Your brand needs to be rooted in authenticity. If it’s not, you’ll spend all your time managing a façade, and eventually, it’ll crack. Authenticity means owning your flaws and imperfections as much as your strengths. It’s not about being perfect; it’s about being real.
Step 2: Define What You Want to Stand For
Once you’ve got clarity on who you are, you need to decide what you stand for. This is where intentionality comes in. You have to craft a clear picture of the type of leader you want to be, not based on what others expect of you, but based on what you want to represent.
What are the values you want to embody in your leadership? What do you want to be known for? Do you want to be seen as the leader who pushes people beyond their limits, the one who drives transformation, or the leader who brings out the best in everyone around them?
Whatever it is, you need to articulate it clearly because it’ll guide your actions, decisions, and interactions with others. And more importantly, it’ll hold you accountable when things get tough.
Step 3: Create Your Brand Promise
Here’s where we turn vision into action. Think of your brand as a promise—a commitment to how you will show up every single day. A promise that people can rely on, no matter the circumstances. This is your leadership “North Star.”
Your brand promise is not something you put on a piece of paper and tuck away in a drawer. It’s something you demonstrate in every conversation, every meeting, every decision. It’s the way you show up, day in and day out.
Ask yourself:
How do you want people to feel after interacting with you?
What do you want them to think about you?
What actions do you want them to take as a result of your leadership?
If you want to build a brand of trust, are you showing up consistently and delivering on your commitments? If you want to build a brand of transformation, are you pushing people to think bigger and do more? If you want to be seen as a values-driven leader, are you making decisions that align with those values, even when it’s inconvenient?
Step 4: Test Your Brand
Here’s the uncomfortable truth: no matter what you think your leadership brand is, it’s what others experience that really counts. So, if you want to know where your brand stands right now, ask the people around you. Not in a superficial way, but really dig into it:
What words would they use to describe your leadership?
What impact do they feel you have on the team or organization?
Do they feel inspired, supported, challenged, or stifled by your leadership?
If their answers align with your intentions, you’re on the right track. If they don’t, it’s time for a hard look in the mirror. This is where feedback becomes your greatest asset. You need to actively seek it out and be willing to adjust where necessary.
Step 5: Live Your Brand Daily
This is the hardest part. Once you’ve built your intentional leadership brand, it’s about living it every day—no matter what. The moment you stop being intentional about your leadership brand, you let complacency set in. And that’s when you lose credibility.
You need to ask yourself every day:
How did I show up today?
Did I stay true to my brand promise?
What could I have done better?
This process isn’t about perfection. It’s about staying committed to the journey of being the leader you aspire to be.
Building a Leadership Brand That Lasts
Your leadership brand isn’t built overnight. It’s built through every decision, every challenge, every failure, and every success. And it’s built through intentionality—by showing up every day with a clear vision of who you are, what you stand for, and how you want to lead.
So, the question is: Are you leading by default, or are you leading by design?
The choice is yours.
If you’re ready to move beyond managing the day-to-day and start driving real impact as a leader, it’s time to take the next step.
The Accelerated Leader Program is designed for high performers like you who want to build a solid leadership foundation, expand your influence, and lead with intention.
Over the course of 52 weeks, you’ll engage in structured learning, practical challenges, and coaching support to develop the skills that set extraordinary leaders apart. This program goes beyond theory—it’s about transforming your approach to leadership and empowering you to create lasting change within your team and organization.
Ready to elevate your leadership? Join the Accelerated Leader Program and unlock your full potential. Explore the program today and discover how it can take your leadership to the next level.
Let’s make this the year you redefine what’s possible for you and your leadership.
