Developing your personal brand in a hybrid world

According to Jeff Bezos, “your brand is what other people say about you when you’re not in the room”. The quote is pre-pandemic but is very relevant when developing your personal brand in a hybrid world.

For me, personal branding, particularly for Assistants, is the process by which you can clearly communicate what you do, the value you add, the goals you are setting and your point of difference.

It is about how you show up, now more than ever. Many Assistants have spent the last eighteen months working virtually and supporting their organisations through a tremendous amount of change during the pandemic. Showcasing the value you add as an Assistant was critical during the pandemic while working from home. For Assistants, they needed to make their Executive and their team aware of what they were doing and the difference they were making.

Now that offices are opening, and many organisations are using a hybrid model, Assistants will need to think about how they will adapt to a new way of working and start developing their personal brand in a hybrid world. Now is a great time to rethink your personal brand and get ready for the new way of working.


Intentional Communication

Now that many Assistants choose to work virtually or from the office, it is essential to make intentional choices about how you communicate. How do you show up at the office, and how do you show up on video calls? The choices you make are equally crucial for your personal brand. Over the last eighteen months, we have all gotten used to being on video calls and ensuring our cameras are turned on and look professional on-screen. With the return to office-based working, it is still essential to present your brand well on camera and communicate your value on screen and in person.

When you are in the office, be intentional about your face-to-face communication. Who do you want to see, how will you make yourself visible, and what will you achieve in the office?

Be consistent

Now that we are so connected, many people are vying for your Executive’s time and attention. Communication is constant, and it is hard to stand out in all of that noise. I know a lot of Assistants will understand how it feels to not have time with their Executive and not be prioritised. Personal branding and consistency can help cut through. Knowing who you are, your strengths and where you add value and then consistently displaying those attributes makes you authentic and at the forefront of someone’s mind.

Be Proactive

Now is not the time to be a wallflower. It is essential to set boundaries and be intentional, but you have to balance that with proactivity, visibility and consistent availability. You don’t always have to be available, but your Executive and colleagues should know when they can reach you and when they can’t. Being able to thrive in a digital and hybrid setting will set you apart from other members of your team, especially when you are proactive and authentic in your transactions with your Executive.