
In today's competitive environment, simply working hard or having innovative ideas is often insufficient. Whatever your objectives, mastering your P.I.E.—Performance, Image, and Exposure—is crucial. Each component of your professional P.I.E. must align positively to ensure the success of your personal brand.
Why Chiefs of Staff Need a Personal Brand
As a Chief of Staff, you wield significant influence behind the scenes, often shaping outcomes without being in the spotlight. However, to advance your career and prepare for future opportunities, it's critical to cultivate a brand that reflects more than your association with your principal or the organization. Developing a robust personal brand allows you to highlight YOUR independent capabilities and achievements, demonstrating that you are not just an extension of someone else’s leadership but a formidable leader in your own right.
Performance: Showcasing Your Achievements
Your performance is the foundation of your brand. It’s about consistently delivering results and going beyond the expectations of your role. Document your successes and ensure they're recognized as your own, not just as outcomes of your principal’s directives. Remember you will not work for them forever. This could mean detailing the processes you’ve streamlined, the projects you’ve spearheaded, and the specific impacts of your strategic decisions. Such documentation not only reinforces your competence but also establishes your track record of efficiency and effectiveness.
Image: Crafting a Professional Identity
Image is how others perceive you in the professional realm. It’s shaped by your communication style, your behavior in the workplace, and even your online presence. As a Chief of Staff, maintaining a professional image that complements your principal's while asserting your distinct persona is essential. Clothes are the first thing that comes to mind but other things weigh just as importantly. Engage respectfully AND authoritatively in meetings. Manage your digital footprint wisely (more on that in this article). Regularly update your LinkedIn profile, share thoughtful articles, and maintain a network that reflects your professional standards and aspirations.
Exposure: Expanding Your Visibility
Exposure involves the extent and manner in which you are seen and recognized in your industry. It’s crucial to gain visibility independent of your principal. Participate in networks, panels, and conferences where you can speak on subjects that resonate with your expertise. Write about trends in leadership and management, and ensure these pieces reach an audience beyond your immediate circle. Exposure not only builds your reputation but also connects you with potential mentors, peers, and future employers.
For example, the volunteer organization The Junior League, provided opportunities for me to speak at our state capitol regarding human trafficking, an issue that we were champion at the time. Although this issue had nothing to do with my corporate role, I leveraged the opportunity to get to know state law makers and their staffers. This new network of people begin to include me with invitation to events where I expanded my network even further.
Complement, Don’t Compete
While building your brand, it’s important to balance your visibility with your role as a Chief of Staff. Your brand should enhance, not overshadow, your principal's presence. Aim to be seen as a key contributor to your principal’s success while being a leader who independently drives results.
For Chiefs of Staff, developing a personal brand through effective Performance, appropriate Image, and strategic Exposure is not just beneficial—it's necessary for career progression. By focusing on each element of your P.I.E., you create a professional identity that not only complements your current role but also paves the way for future leadership opportunities. Remember, your brand is a unique amalgamation of your skills, achievements, and the distinct value you bring to the table. Create it. Nurture it. Embrace it.
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Camille D. Jamerson is the Chief Executive Officer of The Camille Company, the parent company for consulting firm CDJ & Associates as well as the midlife brand, Life at the Half. She is award winning published author, world class speaker, a multipreneur and a champion for community service. She is a dynamic teacher and public speaker, whose wit, humor, and perspective have intrigued audiences for over 15 years.
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