Build Your Brand
Tell a Story that is Remembered and Shared

LEMAC 2025 Conference
Kate McKenzie, Principle Ayla Consulting 

Why Building Your Brand Matters

  • Leaders can either intentionally shape their personal brand or have one assigned to them by the internet.

  • Personal branding helps leaders communicate in ways that feel human, not corporate or generic.

  • Personal branding is now part of “executive presence”—not separate from it.

  • If your people don’t know what you stand for, they cannot follow you into the future you’re trying to build.

What do you do?

  • The real question: Who are you? What do you do? Why should they care? 

  • Templates to help you craft your opening lines

    • I help [target audience] [fix their problem]

    • I connect [target audience] to [what they want] + [differentiator]

    • I [transform/translate/convert a problem] into [something aspirational]

  • Does it pass the test?

    • Do you describe how your listener will benefit? 

    • Conversational? Would you say this in real life?

    • Interesting? Is there a hook that makes people curious?

    • Jargon free?

    • Easy to repeat and remember?

Share your origin story

  • Why storytelling works: 

    • Pattern

    • Neurochemistry - mirroring 

  • Key elements to include in your story - Obstacle, Emotional Connection, Idea, Result/Transformation

Be Like Broccoli - Be Consistent

  • Consider a leader you respect. What qualities do you admire in them?  

  • How do people describe you when you’re not in the room? What do you want your reputation to be? 

  • Homework - Text three people. Ask them to pick three words that they feel describe your leadership or your organization. Is it consistent with what you hoped? 

  • What is your why? To [insert contribution] so that [insert impact].

  • Do your messages pass the test?

    • Does it match your values? 

    • Are you consistent across platforms?

    • Which platforms makes sense for your audience?

    • Are you sharing struggles and wins?

    • Is it manageable?  

Add Value

  • Your story adds value. Your experience adds value. 

  • When sharing through your platforms, ask how can I bring my unique perspective? 

  • How can I bring value and be of service to others? How can I help them solve their problems?

  • Make a 52 week plan

    • Brainstorm 10 ideas 

    • Use AI agent to generate 52 ideas by providing information about:

      • Your audience

      • How you help

      • Your origin story

      • Your why

      • The reputation you want to build

    • Curate the ideas and regenerate as needed

Don’t just post - Connect

  • Great content isn’t enough, you need to build relationships and keep sharing your story

Every leader deserves someone in their corner.

Reach out to Kate to book your speaker coaching session today and build the confidence and skills you need to share your story effectively.

Request a Free Coaching Consult