Building your middle-management brand
The last few years has seen the stratospheric rise of the personal brand, but it isn’t just for executives and entrepreneurs. As the crucial link between strategy and execution, middle managers need more visibility, influence, and trust than ever before. A strong and authentic personal brand helps you stand out, build credibility, and attract opportunities - whether it’s a new project, promotion, or a seat at the decision-making table.
Personal branding isn’t about self-promotion or pretending to be someone you’re not. It’s about intentionally shaping how others perceive you, your leadership style, values and contributions that you make in an authentic way. In a crowded and competitive environment, those who know who they are and what they stand for are more likely to be remembered, respected, and considered for advancement.
The benefits? You’ll gain more professional confidence, be seen as an ‘up-and-comer’, and increase your influence within and beyond your organisation. A well-crafted brand can open doors to mentoring opportunities, project leadership, and career growth, while helping you to stay aligned with your own values and vision.
The idea is grounded in social psychology, in self-presentation theory. This theory suggests that people actively manage the impressions they give to others in order to be perceived in a favourable way (Goffman, 1959). In the workplace, this means being intentional about how you show up and what others associate with your name.
Having an authentic personal brand also contributes to a deeper sense of belonging, a psychological need closely tied to performance and retention. Research shows that when employed feel they belong, they are more likely to perform at a high level and less likely to leave.
Personal branding helps foster belonging by clarifying your identity, increasing recognition and creating stronger connections across teams.
Here are three practical ways to start building your brand as a middle manager:
Define your leadership narrative
Get clear on your strengths, values, and leadership philosophy. What do you stand for? What kind of leader are you known as, or want to be known as? What are your personal and professional values? Craft a simple leadership statement and start using it in conversations, performance reviews and online profiles.
2. Increase your visibility
Don’t wait for others to notice your work - share your wins and lessons learned. Speak up in meetings, volunteer for cross-functional projects, or present at internal or industry events. Ask questions and research to find out new theories and how they can make your work better - and share your new knowledge. Use LinkedIn (or your internal work platform) to share thoughtful posts about leadership challenges and insights from your role. Don’t forget to share the great work your team is performing. Not only will you look good, but they’ll feel good being celebrated as the superstars they are.
3. Build strategic relationships
Your brand lives not just in what you say, but in how others experience you. Cultivate your relationships with peers, mentors and senior leaders. Offer support, give credit generously, and follow through on commitments. These small actions show you not just as a performer, but as a builder of good teams and culture too.
Building your brand is not about becoming someone else. It’s about amplifying who you already are - on purpose - and building the visibility and belonging you deserve.
Davina Jones is the Director of, and Leadership Coach at, Life and Career Coaching.
