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What do you want to be known for? When you decide on your Leadership Brand it helps give you focus. With Brand clarity it is easier to let go of all the tasks and projects that do not let you deliver on your Brand.

So, how do you build a Leadership Brand? According to “The Leadership Code: Five Rules to Lead By” and “Leadership Brand: Developing Customer-Focused Leaders to Drive Performance and Build Lasting Value”, (Harvard Business School Press 2009 and 2007) there are 5 steps:

  1. Ask yourself “In the next 12 months, What are the major results I want to deliver at work?”  taking into account the following groups: Customers, Investors, Employees and Organization. What are the expectations of those you are working to serve? Identifying your strengths is important to define your Leadership Brand however the first step should be clarifying what is expected of you.
  2. What do I want to be known for? What are the words that come naturally to you and those that are critical for you position? You can then test your choice with people in your immediate environment (Boss, Peers or Subordinates). Are these the traits that someone in this general manager role should have? (examples: Strategic, Collaborative, Deliberate, Independent, Innovative or Results-oriented)
  3. Combine these words into three two-word phrases that reflect your dreamed identity. What will you have to do to get there? This is a way to crystallize your Leadership, your Brand. (Examples:Strategically results-oriented, Independently innovative, deliberately collaborative or strategically results-oriented)
  4. Construct your Leadership, your Brand statement. Link what you want to be known for and your desired results. ” I want to be know for being…….so that I can deliver….” Is this statement representing who you are and what you can do? Does it create value in the eyes of your organization and for your key stakeholders? Can you live this Brand?
  5. Make it real. Check with people around you. Do people see you as you wish to be seen?

Your Leadership, Your Brand is not static, it should evolve with the different expectations you face at different times in your career. Self-awareness and drive to evolve your Leadership Brand will support your success over the long term.

Look at the full “360°” picture, the forces shaping the context in which you live and work, learn from others and build your Leadership, your Brand.


Catherine Rey Sales & Marketing Manager at Lausanne Hospitality Consulting

Catherine joined LHC as Sales & Marketing Manager in December 2015. Her role involves developing and implementing the LHC’s Sales & Marketing plan and promote the Executive Education career development programmes around the globe.

Prior to LHC, she worked in the International Education industry for over 5 years both in Mexico and Switzerland, where she moved with her family in 2013. She represented in Latin America prestigious wine and spirit brands within the Hospitality industry for over 10 years. She worked closely with International Hotels, government institutions and corporate executives and multinationals and had to support them in the international implementation of their educational projects.

She is a graduate in International Business from the University of Blaise-Pascal in Clermont-Ferrand France and spent her last year of study in the University of Oklahoma Price College of Business USA. She followed several wine and spirit training both in France and Mexico. She lived in 5 different countries and enjoy multicultural environments where relationships, new ideas, innovation and original concepts are valued. She appreciates being challenged and strongly believe in enhancing the customer experience to growing the business.

While not at work, she enjoys spending time with her daughter and husband and go for long walks by the lake. She is passionate about wine and like to organize tastings of wines from different regions and countries for her family and friends.