Last month, I had the honour of speaking at a remarkable programme in New York City, one that beautifully captures the work I have been privileged to do with women professionals around the world.
The programme, part of an initiative called i.WILL (Inspiring Women Igniting Leadership and Learning), was founded by Andrea Markstrom, the dynamic chief information officer at Schulte Roth & Zabel. Its mission is ambitious and deeply necessary: to help women advance in their careers by fostering leadership, learning and genuine connection.
I was fortunate to join a panel where we shared ideas on a subject that I have been researching extensively – how personal brand influences professional success, particularly in the development of one’s own practice. It is a topic close to my heart and one that is also central to the new book I am writing on women and business development.
The session was filled with thoughtful questions and great energy, but a few key points resonated especially strongly with the group. These lessons, drawn from research and experience, apply not only to the legal industry but across the global professional landscape.
Your personal brand isn’t a slogan or a logo
Thinking of personal branding as a tagline or a polished logo can be tempting. But in truth, personal brand is something much deeper – and much more human.
I often describe it using a simple Venn diagram, much like the ones we used in elementary school. One circle represents what you intend for others to believe about you. The other circle reflects what people actually do believe. Your true brand – the perception that shapes your opportunities and relationships – lives in the overlap between the two.
Building a brand isn’t about imposing a narrative; it’s about ensuring that who you are and what you stand for shines through clearly and consistently.
You can’t control everyone’s perception – and that’s okay
One of the most liberating realisations for many professionals is that not every perception is within your control – nor should it be.
Biases and preconceived notions are real, and trying to win over every single person is a recipe for exhaustion. Instead, it’s smarter to focus on what you can control: your own values, the market you want to serve and the ways in which you express your commitment and expertise. Authenticity, alignment and strategic focus matter far more than universal approval.
Micro-behaviours matter more than you think
In a world enamoured with flashy social media posts and headline-grabbing achievements, it is easy to overlook the quiet, daily actions that shape how others experience us.
Micro-behaviours – how you greet a server at a restaurant, how you thank someone after a meeting, how thoughtfully you respond to emails – are the threads that weave together into your personal brand’s fabric.
Of course, having a strong LinkedIn profile or appearing in a major publication can boost your name recognition. But those are supporting pieces. True reputation is built over time through countless small moments that signal respect, attentiveness and character.
Executive presence can be strengthened – with practice
One of the most powerful discussions during the i.WILL event centred around executive presence – that somewhat elusive combination of confidence, communication and gravitas that allows leaders to command attention and inspire trust.
Many women (and men) grapple with imposter syndrome at different points in their careers. In fact, a 2019 study found that 82% of professionals – including doctors, lawyers and executives – reported experiencing feelings of self-doubt.
The good news is that executive presence isn’t something you’re either born with or not. It can be developed, strengthened and refined.
One tool I wholeheartedly recommend comes from the research of Amy Cuddy, who has shown how adopting expansive ‘power poses’ for just a few minutes before a big meeting can improve feelings of confidence and reduce stress. I have seen this technique work firsthand – and I encourage everyone to try it before an important pitch or presentation.
Just as important: keep a running list of your accomplishments, big and small. Review them when you need a reminder of the skills, expertise and grit that brought you to where you are today.
Authenticity isn’t optional
Ultimately, no amount of clever marketing can compensate for a lack of authenticity. People can sense when something – or someone – isn’t genuine.
That’s why the foundation of a strong personal brand must be true to who you are. Maybe you are passionate about mentoring younger colleagues. Maybe you are driven by a desire to help businesses navigate complex legal challenges. Maybe you find deep satisfaction in building something lasting.
Whatever your core motivations, they should inform not only what you say about yourself but how you act, day in and day out. Authenticity creates alignment between intention and perception – and it builds trust, the most valuable currency in any professional relationship.
Global lessons from a local gathering
Although this particular programme took place in New York, the conversations and lessons reflected themes I hear again and again in my work with women leaders around the world – from London to São Paulo to Singapore.
Wherever they are, women are navigating how to establish professional authority, build networks, manage perceptions and grow their practices – all while staying true to their values and aspirations.
It’s an exciting time to be having these conversations, and I am grateful to Andrea Markstrom for creating a platform that brings women together to share, learn and lift each other up.
As I continue working on my upcoming book about women and business development, these real-world discussions are a powerful reminder: career success isn’t just about technical excellence or smart strategy. It’s also about understanding, shaping and honouring your own brand – one micro-behaviour, one relationship and one authentic step at a time.
Deborah Farone of Farone Advisors is a consultant based in New York City and the author of Best Practices in Law Firm Business Development and Marketing. She can be reached at [email protected].
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