"Leader Condition". That is how quickly and directly the Royal Spanish Academy dispatches the definition of leadership, a concept that I want to develop for you in this forum to convince you of the importance of building a personal brand of leadership as one of the best and most proven formulas to enter the path of Professional success.

Because, whether you are a senior executive with extensive experience or a newcomer to the world of work, the search for a series of values ​​and attributes to be part of your CV, just as it happens with your academic training or previous experience in your sector, will help you achieve the professional goals you have between eyebrows and eyebrows. In addition, temporary situations such as the current one, in which we have experienced the last year and a half full of events that we never thought we would experience, imply an even greater importance of developing a personal leadership brand strategy.

It is precisely in moments of uncertainty, when pressure or stress can take away the values ​​of your personal brand of leadership. Now you have the opportunity to show yourself and your corporate environment that you have enough attributes to not only cope with this complicated situation, but also stand out as a prominent figure on whom to project the present and future of your company.

Predictable and reliable leadership

In an interview with the New York Times, the former CEO of the Bill and Melinda Gates Foundation, Susan Desmond-Hellmann, was absolutely right when it came to raising the importance of a leader being a predictable and reliable figure, in such a way that If you can clearly articulate how you would act in a given situation, the people with whom you have a direct relationship will not doubt your actions and will follow you more easily than other profiles that are characterized by reactions that are difficult to predict.

Another interesting perspective on the need to build your personal leadership brand offers very good results is found in Ron Williams, who spoke these words when he was CEO of Aetna, one of the main insurance companies in the United States with more than 30,000 employees. : “People may think: 'If I keep doing what I'm doing, everything will be fine.' But, the world has become drastically more competitive. Businesses are bigger and more technologically complex. That is why it is necessary to master new things. And this is something that never ends."

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To emphasize this statement, Williams stated that one of the work principles that he shared with his team is that he always expects all of his employees to always strive to be 15% better. And, obviously, the first thing someone who makes this professional statement of intent should do is lead by example.

How to find your personal brand of leadership?

Once the importance of the personal leadership brand has been confirmed, especially for those professional profiles closest to the upper echelons of a corporation, there are a series of questions that you can ask yourself to consider the best way to achieve a personal leadership brand. effective for achieving your professional and personal purposes, in addition to being durable over time. Because this job cannot be the flower of a day, but it is a task that you must carry out continuously throughout your professional career if you do not want to lose this competitive advantage.

Some of these questions are intended for us to get to know ourselves in a way that, very possibly, we have never delved into, but which is a very successful formula for achieving the expected results with your personal brand of leadership. And, before commenting on some of them, it is important to emphasize that there is no point in cheating solitaire and answering these questions in a superficial way or simply offering the standard answers or those that do not require a fundamental introspection exercise for this to be successful. projection work of your personal brand of leadership is a success.

Thus, for example, some of these questions seek to delve into your true motivations to promote your personal brand of leadership, such as those related to knowing the values ​​that move you as a leader or how you have personally experienced these attributes that have promoted your career. Other questions that you must answer with the utmost honesty refer to aspects related to the leadership philosophy that you want to implement in your environment, as well as analyzing the factors that drive professional success or reflecting on what you ask a person when you are thinking in joining your team.

At this point, I want to insist on the centrality of staying away as much as possible from answers that are based on topics of your environment or your work sector, since they will not provide interesting knowledge about your attributes and professional qualities on which to build a business from scratch. leadership personal branding strategy. Based on these answers, the team of specialists you have trusted to work on your personal leadership brand will have the necessary information to consider the best path to strengthen your professional projection. Because, as in many other fields of knowledge, there is no single way to achieve your goals.

In short, building your personal brand of leadership will allow you to generate a perfect climate for everything you have proposed in your professional projection to germinate. You just need a well-designed strategy, for which I advise you to have the help of specialists in the field who will facilitate access to the path of success.

By Agustín Nuño, founding partner and director of EDVE