Why Tech Leaders Need to Stop Hiding Behind Their Corporate Brands

By Marina Byezhanova

I love the moment after my speaking engagements when someone inevitably approaches me to confess how much they dreaded my session on personal branding before it started. These conversations have become so predictable that I now wait for them with anticipation, because what follows is always a profound shift in perspective. You see, when most tech leaders hear "personal branding," they immediately picture that person – you know the one – constantly promoting themselves on social media, sharing every minor achievement, seeking the spotlight at every turn.

It's because of the spotlight seekers that the term “personal branding” has gotten a bad reputation. So, if you're feeling that same resistance right now reading this article, I get it. The whole concept of "personal branding" can feel uncomfortably close to narcissism, especially for those of us who believe our work should speak for itself. But here's what I've learned from working with countless Gen X leaders: building a leadership brand isn't about self-promotion – it's about standing out and having your body of work and your thought leadership be noticed and recognized. 

The Unique Position of Technical Leaders

This reality becomes even more interesting when we look at tech executives specifically. Many tell me, "I'm not in sales or marketing – why should I care about my brand?" Here's the fascinating twist: your impact as a tech leader sharing thought leadership can actually be more powerful than that of a CEO or marketing head. Here's why:

• Unexpected Voice: When you share insights, it carries extra weight precisely because you're not in a traditionally outward-facing role
• Technical Credibility: Your hands-on expertise lends authenticity to your message that other business leaders often can't match
• Bridge Builder: You can translate complex technical concepts into business value, a rare and valuable skill
• Innovation Leadership: Your perspective on emerging technologies and their implications is increasingly crucial for business strategy 

The Three Pillars of Leadership Branding

Through years of working with leaders across industries, I've learned three main reasons why leadership branding matters:

1. Visibility: Breaking Through the Expertise Ceiling

Have you ever watched a less qualified colleague get that promotion or exciting project you knew you deserved? Have you ever seen industry colleagues on event panels and wondered why them and not you? More often than not, it's not about politics – it's about visibility. The frustrating life lesson many of us learn along our career climbs is that excellent work doesn't always speak for itself. Visibility makes a real difference between being overlooked and being called upon. 

What makes visibility work:

• Consistent presence in key forums and platforms
• Clear articulation of your unique perspective, point of view, or messaging
• Strategic sharing of wins and lessons learned
• Authentic engagement with your network
• Regular contribution to industry conversations

2. Portability: Future-Proofing Your Career

This becomes increasingly crucial in tech where expertise can become obsolete almost overnight. When your brand is built around who you are rather than just what you do, it travels with you through career transitions and industry shifts.

Consider these scenarios where a strong personal brand becomes invaluable:

• Technology shifts that make current technical expertise less relevant
• Career transitions to new industries or roles
• Company restructuring or mergers
• Entrepreneurial ventures
• Board position pursuits

3. Platform: Scaling Your Impact

Having a platform isn't about self-promotion; it's about impact at scale. Consider the people you're already mentoring and influencing. Now imagine extending that impact to people you might never meet directly. That's the power of a strong leadership brand.

Your platform allows you to:

• Share insights that help others grow
• Influence industry direction and standards
• Create opportunities for your team and network
• Build communities around shared interests
• Leave a lasting legacy beyond your current role

Finding Your Unique Angle: The Heart of Personal Branding

The challenge is that most people approach personal branding completely backward. They start with platforms ("Fine, I'll get on LinkedIn"), then worry about what to post, then stress about who's going to see it. They rarely get to the most crucial element: their angle, their unique point of view.

Success Stories in Action

Here are some examples of clients whose brands we have developed at our agency:

• The Automation Economy Expert: Our client Sonia evolved from CMO to CEO by building her brand around the point of view that "To Automate is Human." Instead of hiding her passion for automation in both business and personal life, she embraced it as her strength. This authentic angle helped her secure the permanent CEO position and win numerous industry accolades.
• The Business Alchemist: Our client David bridged his systematic business approach with his spiritual side, becoming the "Alchemist of Scale." This unique combination allowed him to stand out in the crowded business coaching space after selling his successful company.
• The Maximalist Leader: Our client Enrico is a senior executive who struggled with reconciling his corporate persona with his adrenaline-junkie private life. By embracing "maximalism" as his brand angle, he created a coherent narrative that made sense across all platforms – maximalist leadership on LinkedIn, maximalist lifestyle on Instagram.

The Journey to Building Your Leadership Brand

The path forward isn't about choosing between your expertise and your humanity – it's about integrating both into a compelling story. Here's how to begin:

Start with Deep Introspection

• Map out your life's significant moments and look for patterns
• Identify core values that you maintain even when they create challenges
• Reflect on feedback you've received throughout your career
• Consider what aspects of your personality others consistently notice

Audit Your Current Presence

• Google yourself and analyze what comes up
• Review your LinkedIn and other professional profiles
• Ask trusted colleagues how they would describe you
• Identify gaps between how you want to be perceived and how you are perceived

Define Your Audiences

• Primary stakeholders (team, leadership, industry peers)
• Secondary audiences (potential mentees, community members)
• Future opportunities (board positions, speaking engagements)
• Legacy impact (next generation of leaders in your field)

The Future of Technical Leadership

The world of tech is changing rapidly, and the days of invisible technical leaders are ending. Your voice matters not just for your career, but for inspiring the next generation of leaders. And now that AI is dominating many conversations, our authentic human voices become more valuable, not less.

Consider these emerging trends:

• Growing demand for technical leaders who can communicate vision
• Increasing importance of trust and authenticity in business
• Rising expectations for leaders to take public stands on industry issues
• Expanding opportunities for thought leadership in emerging technologies

Taking the First Step

Building a leadership brand is a process, not an event. You can even start small, but you need the intention. Whether you like it or not, self-branding is the growingly expected part of a modern leader’s toolkit. Now is the time for you to build yours. 

This article was inspired by my interview on Techtronic Conversations with the highly talented ex-Deloitte Senior Partner and now Founder of The Summit Leadership Alliance Dalibor Petrovic.

Ready to develop your leadership brand? Let’s book a call and discuss how we can help.