Written by Sabine VanderLinden

In today’s fast-paced digital workplace, authenticity isn’t just a feel-good ideal – it’s a leadership game-changer. Senior executives and startup founders are discovering that an authentic personal brand can cut through the noise of AI-generated content and siloed teams, driving real engagement and trust by intentionally managing their attitudes, beliefs, and expectations.

This article – a cornerstone resource from our recent “Authentic Identity” webinar – explores why authentic leadership matters and how you can build and activate your own brand identity to convey your values, describe your unique qualities, and make your brand visible to diverse audiences.

The Day Sara Blakely Stopped Hiding

Before she became the world’s youngest self-made female billionaire, Sara Blakely was selling fax machines door-to-door—rejected daily, dismissed repeatedly, and told her ideas were “cute.” At 27, with no fashion background, she cut the feet off her pantyhose to create a smoother look under white trousers. The result? Spanx. But her success didn’t come just from the product. It came from something deeper.

From day one, Sara refused to play by the corporate playbook. She showed up publicly with vulnerability, humor, and realness. She talked openly about her failures—like the time a prototype went horribly wrong at a trade show. She shared her fears of being laughed at in boardrooms. And she built a brand around the message that imperfection is powerful.

Her authentic storytelling didn’t just sell shapewear. It built a global movement. Consumers didn’t just buy Spanx. They bought into her. Her awkward startup tales, her relentless optimism, and her mission to help women feel confident.

In a world of polished execs and filtered perfection, Sara chose to be real. That choice—uncomfortable at first—became her greatest leadership advantage.

Why Brand Identity?

In today’s interconnected world, your brand identity is more than just a logo or a tagline—it’s the unique combination of attributes, values, and characteristics that define who you are and set you apart from everyone else. Whether you’re a business leader, entrepreneur, or professional seeking to advance your career, developing a strong personal brand is essential for making a lasting impression and opening doors to new opportunities in both your professional and personal life.

Personal branding is the art and science of intentionally creating and communicating a personal brand that reflects your authentic self, your values, and your goals. As taught in Harvard Business School’s renowned online course, Personal Branding (part of the Credential of Leadership, Impact, and Management in Business program), understanding and shaping your personal brand is a critical skill for anyone who wants to lead, influence, and achieve success in today’s competitive landscape.

A strong personal brand is built on several factors: a clear value proposition, a compelling story, and a consistent message that resonates with your target audience. It’s about expressing what makes you unique—your expertise, your passions, and your purpose—and communicating that value in a way that builds trust, credibility, and connection. When you take control of your brand identity, you’re not just promoting yourself; you’re establishing a reputation that can help you stand out in your industry, attract new opportunities, and build meaningful relationships.

Crafting an authentic brand identity means applying the principles of branding to yourself—defining your core values, understanding your strengths, and sharing your story in a way that feels true to who you are. This process empowers you to take charge of your narrative, establish yourself as an expert, and create a sense of purpose and direction in your career and life. By consistently communicating your brand across online platforms and in real-world interactions, you can build a reputation that reflects your authentic self and positions you for long-term success.

Ultimately, personal branding is about more than self-promotion—it’s about living and leading with intention, clarity, and authenticity. By developing a strong brand identity, you can make a powerful impact on your audience, your industry, and the world around you.

The Challenge of Identity Dilution in a Digital, AI-Driven World

In a hyper-digitized work environment, it’s easy for one’s professional identity to get lost. Back-to-back Zoom calls, Slack pings, and even AI-assisted emails can make communication efficient but impersonal.

However, language plays a crucial role in expressing authentic identity in digital interactions. When work happens in remote or siloed teams, leaders risk becoming faceless titles rather than memorable personalities. The rise of generative AI adds another twist – with algorithms churning out content, people are increasingly skeptical of what (and who) is real.

As one observer put it, sharing genuine personal stories is “even more important with Generative AI capable of demonstrating expertise on literally anything."

In short, digital leadership today faces an authenticity gap: if you don’t actively project your identity, the digital noise will happily obscure it. Additionally, your digital past can influence how others perceive your current identity.

Standing Out: The Market Opportunity of an Authentic Personal Brand

Amid this identity dilution, a huge opportunity emerges: differentiation through authenticity. In a crowded market where many leaders stick to corporate scripts, those who cultivate an authentic personal brand can truly stand out. Think of it as executive brand building – aligning your leadership style and public persona with your true self and values. This isn’t about self-promotion for vanity’s sake; it’s about establishing credibility and emotional connection. Clients, employees, and investors are far more likely to rally behind a leader who feels real and relatable, rather than a jargon-spouting corporate drone. A strong personal brand also helps attract and retain clients, building lasting relationships that drive business success.

In fact, authenticity can become a competitive advantage. Consider Bozoma “Boz” Saint John: a superstar marketing executive who made waves at companies like Apple and Netflix by unapologetically being herself.

While many executives struggle to find their own voice, Bozoma prioritized her personal brand as much as the brands she represented – and proved that authenticity pays off.

Her vibrant, genuine presence not only elevated her reputation (e.g. being named the #1 most influential CMO) but also brought positive attention to her companies.

The lesson is clear: leaders who embrace their unique identity can differentiate themselves and even their businesses in a way that no generic marketing strategy can match. Some leaders feel called to innovate and lead authentically, responding to an inner drive to make a meaningful impact.

When you incorporate them into your leadership brand, you not only humanize yourself – you also differentiate yourself as a leader people want to follow.

Your intentional acts reinforce your authentic identity, demonstrating your values and commitment through your behavior.

Performance and Engagement Benefits of Authentic Leadership

Authenticity isn’t just a nice-to-have – it drives real performance and engagement gains. Research bears this out. According to a McKinsey survey, employees whose personal sense of purpose aligns with their company’s purpose (a sign of an authentic, values-driven environment) are five times more likely than their peers to feel fulfilled at work.

This fulfillment translates into higher motivation, loyalty, and effort. Positive feelings of belonging and purpose further drive engagement, making employees more invested in their work.

In fact, organizations that foster a positive, authentic employee experience see engagement levels that are 16 times higher than those in less supportive environments. That kind of dramatic increase in engagement can mean the difference between a stagnant team and an innovation powerhouse.

Authentic leadership also correlates with day-to-day benefits in the workplace. Research highlighted in Harvard Business Review shows that a majority of employees believe authenticity at work leads to better relationships with colleagues, higher trust levels, greater productivity, and a more positive work environment.

When people feel safe to be themselves, they communicate more openly and collaborate more effectively. Employees who feel free to express their authentic selves are more likely to thrive and contribute meaningfully. It’s no surprise then that teams with inclusive, authentic cultures have been shown to perform significantly better – one study noted that teamwork can improve by roughly 50% when everyone feels included and able to show up as themselves.

Leading with authenticity isn’t just about personal integrity; it’s a smart business strategy. It creates engaged employees, which in turn boosts performance, innovation, and retention. Authentic leaders act with integrity and inspire others to do the same (not to mention cuts down the costly risk of turnover).

Authentic Branding in Action: Leaders Who “Walk the Talk”

Sometimes the best way to understand the power of authentic branding is through real examples. Women leaders, in particular, have been turning authenticity into an asset – breaking norms and inspiring others in the process. Let’s look at two standout examples:

• Sara Blakely (Founder of Spanx): Sara Blakely famously went from selling fax machines door-to-door to building Spanx into a billion-dollar company. Through her authentic approach, she achieved not only financial success but also recognition as a trailblazer for women entrepreneurs. How? By building a brand that was unmistakably her. Sara didn’t hide behind a polished corporate veneer – she embraced her quirks and openly discussed her failures and fears. She often tells the story of how she cut the feet off her pantyhose out of frustration (the spark that led to Spanx) and how her dad encouraged her to celebrate failure as a learning opportunity. Sara built her brand by being unapologetically herself, sharing her real journey (missteps and all) in a way that customers found authentic and relatable. This human approach made Spanx more than just a product. It became a mission that women could rally around. By championing a cause she cared about – helping women feel confident – and infusing her humor and grit into the company culture, Blakely activated a personal brand that strengthened her business brand. People connected with her authenticity, and that trust translated into fierce brand loyalty.

• Bozoma Saint John (Marketing Executive and Author): As mentioned earlier, Bozoma Saint John, often known simply as “Boz,” provides a masterclass in personal branding at the executive level. Throughout her high-profile roles at PepsiCo, Apple, Uber, and Netflix, Bozoma made a point to cultivate her own narrative. She is bold about her values, her cultural identity, and even her love of pop-culture – all of which shines through in her public speaking and social media. Rather than conforming to a stiff C-suite image, she leveraged her uniqueness as a strength. Her public persona expresses her authentic identity, making her stand out in every organization she joins. The result? She became one of the most recognizable marketing leaders in the world. Bozoma’s rise illustrates that being authentic can propel a career: she garnered massive industry recognition (including being named a Hall of Fame marketer) and a platform that extends beyond her employers. Notably, Bozoma demonstrated that when you prioritize authenticity, you don’t just enhance your own reputation – you also add a relatable face to the companies you work for. Her story shows that any leader can activate a successful personal brand by consistently “showing up” as themselves. As one profile of Bozoma put it, many executives feel too constrained or busy to develop their voice, but her success proves that authenticity is worth the effort blog-mtdecoagency.com.

These examples underscore a key point: authentic personal branding isn’t about crafting a fake persona – it’s about amplifying the real you in a professional context. Sara Blakely and Bozoma Saint John very differently activated their brands, but both did so by highlighting their genuine passions and personalities.

Busy professionals can draw inspiration here: your story and perspective are unique assets. A teacher, for example, can use authentic branding to inspire students and lead by example, showing how professional identity and personal values can align. When you incorporate them into your leadership brand, you not only humanize yourself – you also differentiate yourself as a leader people want to follow.

Tools and Platforms to Build Your Personal Brand Identity

Building an authentic brand identity has never been more achievable, thanks to a range of modern tools and platforms. Here’s a breakdown of evidence-based tools that can support your personal brand strategy and make the process easier:

• Plum: Self-discovery is the first step to an authentic brand. Plum is a science-backed talent assessment platform that helps you identify your strengths, work styles, and core values. By using Plum, professionals can get data-driven insights into what makes them unique. In fact, Plum’s platform is built to help individuals “build careers that resonate with their unique abilities,” empowering you to bring your authentic self to work. A Plum profile can inform your personal brand by highlighting the traits and talents that set you apart – a great foundation for telling your story.

• LinkedIn Creator Mode: For leaders looking to increase their visibility, LinkedIn’s Creator Mode is a powerful ally. This feature transforms your LinkedIn profile from a static resume into a content hub for thought leadership. With Creator Mode activated, you can showcase your expertise through articles, posts, even newsletters, and turn on the “Follow” button to grow an audience. It’s designed to elevate your professional brand and connect you with a wider audience. In practice, this means you can regularly share insights (e.g., leadership tips, industry trends, behind-the-scenes of your startup) and position yourself as a go-to voice in your niche. For an executive or founder, Creator Mode is an easy way to begin broadcasting your authentic voice and engaging with your network on a deeper level.

• Canva: Consistency in visuals and messaging helps reinforce any brand – including a personal one. Canva is an intuitive design tool that non-designers can use to create professional-quality graphics. Whether you’re designing a personal logo, polishing up a slide deck for a keynote, or creating social media images, Canva has you covered. Its personal branding resources even guide you to “create a personal brand that reflects who you are” and showcase your strengths while connecting with your audience. Canva can also be used to promote your services and offerings, helping you visually communicate the value you provide to clients or employers. With templates for everything from LinkedIn banners to Instagram posts, Canva lets you maintain a cohesive look and feel that aligns with your identity (for example, consistent color schemes, fonts, or imagery that become part of your signature style). Visual storytelling boosts recognition – so when people see content from you, they immediately know it’s you.

• Substack: Thought leadership often requires a longer format than social media posts – this is where Substack comes in. Substack is a popular newsletter and blogging platform that enables you to publish articles and build an email subscriber base. It’s an excellent tool for sharing your authentic ideas, industry insights, and personal narratives without any gatekeepers. By writing a regular Substack newsletter, you can develop a direct relationship with readers who care about your perspective. This platform has been a launching pad for many professionals to demonstrate expertise and even differentiate themselves. It allows you to cultivate a community around your content – people who find value in your authentic voice will subscribe and engage. An added bonus: owning a newsletter means you aren’t at the mercy of social media algorithms – your content reaches the inbox of those who want to hear from you. A strong online presence also makes it easier for people to search for and find your expertise, increasing your visibility for jobs, collaborations, or speaking engagements. Over time, a Substack (or personal blog) filled with genuine, useful content becomes a living portfolio of your thought leadership – bolstering your brand credibility.

• Notion: Notion is an all-in-one workspace tool, but it’s also a secret weapon for personal branding, especially for showcasing your work and professional identity. With Notion, you can create a sleek public page or even an entire website that serves as your digital portfolio or “About me” hub. It allows individuals to curate and display their professional journey, accomplishments, and unique value proposition in a sophisticated digital format. You might use Notion to host your resume, case studies of projects you’ve led, testimonials, or a media kit – all under your personal brand umbrella. Notion’s flexibility means you can keep updating this hub as you grow. You can also use Notion to transform your digital portfolio and showcase your evolution, highlighting how your skills and experiences have developed over time. Additionally, you can use Notion to organize your content ideas (for posts, talks, etc.), track your goals for brand building, or maintain a learning journal as you develop new skills. It’s a behind-the-scenes tool that helps ensure your public-facing brand has depth and organization.

Each of these tools addresses a different facet of personal brand building – from self-knowledge (Plum) to content creation and distribution (LinkedIn, Substack) to visual identity (Canva) and a personal platform (Notion). Building a strong personal brand can open doors to new jobs and promotions, helping you advance your career and stand out in the professional market. You don’t need to use all of them at once, but leveraging a combination in line with your goals can significantly accelerate your brand activation.

5-Step Action Plan to Activate Your Authentic Brand Identity

Ready to put this into action? Building an authentic brand is a process, but here’s a five-step personal brand strategy to kick-start your journey. These steps will help you craft and activate your brand identity in a structured way:

1. Define Your Core Values and Purpose – Start with self-reflection. Authentic leadership begins by understanding what truly drives you. Take time to clarify your core values, passions, and the purpose that guides your work. Ask yourself: What do I stand for as a leader? What kind of impact do I want to have on my organization or industry? Jot down the principles (e.g. innovation, integrity, inclusivity, creativity) that are non-negotiable to who you are. This exercise isn’t just soul-searching – it will become the bedrock of your brand. Your personal brand must align with your real character and convictions, or it won’t ring true. (Tip: Tools like Plum (part of our programming) or even a 360° feedback from colleagues can help reveal how others see your strengths, which might highlight authentic qualities you want to emphasize.)

2. Craft Your Personal Brand Narrative – Tell your story, on your own terms. With your values in mind, shape the narrative that you want to share with the world. Your brand narrative should take the form that best reflects your authentic self, whether through storytelling, visual content, or other means of self-expression. This includes a few elements: a concise personal brand statement, a backstory, and key messages. Your brand statement is like your elevator pitch – one or two lines capturing who you are and what you do best (for example: “Tech executive and thought leader driving innovation through empathy and data-driven strategy”). Make sure it reflects your values and uniqueness. Next, identify 2-3 defining stories or experiences from your life that exemplify those values or illustrate how you got to where you are. These anecdotes make your brand human and memorable – perhaps it’s the story of a failure that taught you resilience (a la Sara Blakely’s candid stories), or a personal passion that led to a professional breakthrough. Weave these into your narrative when you talk about your work or when you create content. Consistency is key: going forward, all your communications should echo the core themes of your narrative. The language you use should resonate with your values and help others connect with your authentic identity. Essentially, you’re defining your professional identity in a clear, compelling way – so others don’t define it for you.

3. Audit and Align Your Online Presence – Make sure the internet version of “you” matches the real you. Google (or ChatGPT) yourself and see what comes up – your LinkedIn, any bios on company pages, personal websites, Twitter, etc. Review these through the lens of the personal brand narrative you just crafted. Do your social media profiles, bios, and photos send the message you intend? If not, update them. Optimize your LinkedIn profile in particular: write a headline and summary that reflect your brand statement (instead of a dull job-title-only headline), highlight achievements that support your story, and activate LinkedIn Creator Mode to start drawing an audience. Ensure your profile photo and banner are professional and aligned with your brand image (friendly, bold, creative – whatever fits your vibe). Do the same for other platforms relevant to you (e.g. if you’re a founder, your Crunchbase or About.me; if you’re active on Twitter or Instagram for work, make sure those profiles are on-message too). Consistency builds credibility – you want someone who finds you online to immediately grasp “what you’re about.” This might also mean scrubbing anything outdated or inconsistent (old blog posts or tweets that don’t fit your narrative). Going forward, treat your online presence as an extension of your brand – a virtual storefront for Brand You. Every post, comment, or update is an opportunity to reinforce who you are and what you care about as a leader.

4. Share Content and Value (Start Creating) – Now, step into the spotlight. Building a brand identity requires visibility. It’s time to put yourself out there by creating content and sharing your expertise. Start with platforms you’re comfortable with – for many professionals, LinkedIn is a great starting point for publishing short articles or posts. Aim to post regularly (for example, a short thought weekly, or an article monthly) on topics that link your expertise with your values. This could be lessons on authentic leadership you’ve learned, industry trends you’re passionate about, or behind-the-scenes insights into your company or project. Consistency matters more than volume – posting valuable insights on a steady schedule will grow your reputation over time. If you enjoy writing longer pieces, consider launching a Substack newsletter or writing for your company blog or on Medium to delve deeper into your ideas. Not a writer? You can create videos or podcasts to share your thoughts – whatever format lets your authentic voice shine. The key is to offer value to your audience: share tips, analysis, stories, or perspectives that others can learn from or be inspired by. As you create, use your personal voice (professional but genuine) and don’t be afraid to show some personality or emotion – that’s what makes content engaging. Over time, producing content will establish you as a thought leader in your space, an integral part of your personal brand strategy. And remember to leverage tools like Canva to brand your visuals or Notion to organize your content plan. With each post or article, you’re effectively saying: “Here’s what I, as an authentic leader, bring to the table.” This step is where your brand identity truly comes to life in the public eye.

5. Engage and Network Authentically – Brand building is a two-way street. As you share more of your own content and story, be sure to engage with others as well. Active engagement amplifies your presence and fosters genuine connections. This means responding to comments on your posts, commenting thoughtfully on others’ posts, and participating in conversations (online and offline) that matter to you. Seek out communities aligned with your interests – for example, join LinkedIn Groups relevant to your industry or identity (women in tech leadership groups, startup founder forums, etc.), attend webinars or networking events, and contribute your insights there. When interacting, be consistent with your brand values: if one of your values is inclusivity, for instance, make a point to welcome diverse viewpoints in discussions. Networking is also a chance to learn and grow – reach out to fellow leaders you admire (perhaps those with strong personal brands themselves) and build relationships. Ongoing education and self-improvement are essential for maintaining an authentic brand, helping you adapt and grow in alignment with your values. You might find mentors or collaborators who can support your journey (and you theirs). Importantly, stay authentic in these interactions: be genuinely curious and let your personality show rather than trying to “perform.” Over time, your network itself becomes part of your brand – the company you keep and the way you contribute to your professional community will reinforce your credibility. Finally, don’t forget to regularly reflect and refine: gather feedback from trusted colleagues or mentors about how your brand is coming across. Are people describing you the way you hope? If not, adjust your messaging or focus in the above steps. Branding is an ongoing process of fine-tuning. Keep aligning it with your evolving goals and authentic self. By continuously engaging and honing your approach, you’ll ensure that your brand identity stays alive, relevant, and impactful as you progress in your career. You must live your brand values every day to maintain authenticity and build lasting trust.

Conclusion: Lead with Authenticity and Take Action

In a world awash with faceless content and corporate noise, doubling down on authenticity is one of the smartest moves you can make as a professional. An authentic personal brand isn’t about ego – it’s about clarity. It’s about making it easy for others to know what you stand for, and in turn, inspiring them to stand with you. By following the best practices outlined above, you’ll be well on your way to crafting a brand identity that not only differentiates you in the marketplace but also energizes your career. Remember, this is a journey. You might not see the impact overnight, but with consistency, the benefits will compound – from higher engagement with your ideas, to new opportunities knocking on your door, to the personal satisfaction of leading as your true self.

Now, a call to action: Don’t let the insights end here. If you’re excited to delve deeper and get hands-on support in building your authentic leadership brand, consider joining our Authentic Identity course. It’s a comprehensive program that expands on these concepts with expert guidance, tools, and a community of like-minded leaders. You’ll learn how to apply these principles in your daily life and overcome challenges specific to your situation. In other words, it’s the next step to truly activate your authentic leadership potential.

Your brand is already within you – it’s the sum of your passions, skills, and story. By intentionally developing it and sharing it with the world, you can lead with greater influence and impact. So start today: embrace your authentic identity, and let your leadership light shine. Here’s to authentic leadership, and to you becoming the differentiated, trusted leader that others will want to follow.