Brand creates leadership: Seen or overlooked?
Self-Promotion for Executives: Impact is Everything – Now More Than Ever
Let's be honest: Who doesn't immediately think of charlatans, perpetual self-promoters, or those who talk louder than they deliver when they hear "self-promotion"? That's precisely why many executives resist it. But the catch is: self-promotion happens anyway – whether you want it or not.
Because: You are already a brand. Every decision, every presentation, every email, every appearance in a meeting – all of this makes an impact. The only question is: Are you consciously steering this image or leaving it to chance?
Impact in the Age of Information Overload
In today's information noise, it is not enough to "just do good work." Visibility matters. But – and this is the key point – being visible does not mean being loud. Those who are good don't have to shout. But they must present themselves clearly and consistently, otherwise, they will be drowned out.
Credibility is the Foundation
Nothing is more destructive than a forced self-presentation. Credibility arises when you are first clear with yourself:
What sets me apart from others?
What are my true natural talents – what teachers, friends, or colleagues have always said about me?
Where am I really strong because it comes easily to me – not because I have to bend myself?
That is exactly what needs to be made visible. In meetings. On LinkedIn. In conversations with employees. With all the channels available to you – but never forced or inauthentic. You must feel whether you are truly being yourself or wearing a mask.
Online or In-Person?
The balance is key. Presence has a power: When you enter a room, seconds determine your impact. Posture, voice, body language – all of this sends messages.
Online, on the other hand, consistency counts. Those who are only sporadically visible disappear in the timelines. Online self-promotion does not mean constant bombardment, but rather intelligent persistence. A clear, recognizable thread.
A Brand Means Responsibility
A brand is not the logo of a company – it is the sum of your impact. And as an executive, you bear responsibility for that. If you do not define what you stand for, others will.
And once again: A strong brand is never loud. It is intelligent, it is consistent – and it is credible.
Conclusion: Self-Promotion is Not a Luxury – It is Leadership
Self-promotion does not mean selling yourself. It means consciously steering your own impact. It means making visible what inherently defines you.
Because in the end, there remains one crucial question:
What do people think when you leave the room?
Author: Barbara Liebermeister
About the author Barbara Liebermeister
Barbara Liebermeister is the founder and director of IFIDZ – Institute for Leadership Culture in the Digital Age. As a management consultant, coach, and speaker, she combines business experience with scientific depth and has coined the term Alpha Intelligence®, a concept that captures the essential skills of modern leaders.
With many years of experience in leadership positions and as a coach for top decision-makers, she has been supporting companies of all sizes on their way to contemporary leadership for over two decades – practical, strategic, and effective. Insights from her work have contributed to several books on the topics of self-leadership, networking, and leadership in the digital world.
Barbara Liebermeister is a lecturer at RWTH Aachen, Kempten University, and others, and also serves as a mentor at universities in Hesse. She studied business administration, holds a master's degree in neuroscience, and has completed training as a business, management, and sports mental coach.
Outstanding work: For her pioneering efforts, she was nominated for the #digitalfemaleleader Award in 2017. In 2018, the analysis tool LEADT developed by her institute, which measures digital leadership maturity, was awarded the prestigious Wolfgang Heilmann Prize at Learntec.
