Clara Ma of Ask a Chief of Staff On How to Build Your Brand as an Executive and Why it Matters

Practicing self-awareness: Knowing my strengths and areas for growth has been vital in deciding when to delegate and when to step in myself. Self-awareness helps me evaluate my work objectively, stay aligned with my values, and manage my reactions to challenging situations. This ability to self-reflect and course-correct not only makes me a more resilient leader but also helps me build genuine connections with my team and peers, fostering an environment of trust and authenticity.

In today’s competitive landscape, building a strong personal brand is essential for executives looking to establish their credibility, attract opportunities, and make a lasting impact in their industries. A well-defined brand can open doors, create trust, and help leaders connect more effectively with their audiences. But how do you build a brand as an executive, and why is it so crucial in today’s market? As a part of this series, I had the pleasure of interviewing Clara Ma.

Clara Ma is the founder of Ask a Chief of Staff, a platform dedicated to elevating the Chief of Staff role through community, education, and mentorship. With over five years of experience in the Chief of Staff space and a background in talent and strategic operations at high-growth startups, Clara is a recognized expert in executive support and organizational strategy. She’s passionate about maximizing the role of Chiefs of Staff and helping companies leverage this critical position to drive growth and alignment at the executive level.

Thank you so much for joining us in this interview series. Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your childhood backstory and how you grew up?

I like to say I grew up in the “original” Silicon Valley. My dad was an electrical engineer who programmed computer chips back when Silicon Valley was more about tech innovation than venture capital. I’m also the eldest of three and the daughter of immigrant parents. I attended public schools throughout my education and stayed close to home for college, earning my undergraduate degree from UC Berkeley.

Growing up, I always straddled two identities: being Asian, yet also American; a competitive dancer, yet a dedicated honor roll student. I loved being close to home but dreamed of big cities like New York. My parents encouraged my siblings and me to pursue our creative passions and hobbies while emphasizing the importance of education.

Having the freedom to chase my curiosities is something many of my fellow immigrant classmates didn’t always have. I credit my parents for instilling a strong work ethic, teaching me the importance of trust and reliability, and emphasizing a lifelong commitment to learning.

Can you share the most interesting story that happened to you since you began your career?

One of my small claims to fame is that I performed a Bollywood dance on CNN with just 48 hours’ notice — yes, you read that right: CNN & Bollywood.

My second job out of school was with a Bollywood dance fitness company — think Zumba, but set to Bollywood music. While I primarily worked on the business side, as a former collegiate dancer, I also taught dance fitness classes on the side (talk about dogfooding your own product!). Occasionally, various brands would reach out to us for live performances at events to add a cultural touch.

One day, two major Bollywood stars happened to be in NYC to promote their upcoming film on CNN, and they needed a last-minute performance to highlight a song from the movie. They reached out to us because our founder had previously appeared on America’s Got Talent and asked us to put together a two-minute routine to the song. With just two days to prepare, we found ourselves performing live on Quest Means Business on CNN.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

I always credit the back half of my career to one of the best managers I ever had, Lexi Lewtan. Lexi was my manager when I worked at AngelList, and she recruited me because of my seemingly disjointed career history. As someone who now works in the Chief of Staff space, where everyone tends to have a winding career path, I cannot emphasize enough how much it shifted my perspective when Lexi recognized that as a strength rather than a weakness.

For most of my career, people had constantly told me I needed to “pick a lane” and grow my functional expertise in one area — yet that never felt right to me. Lexi encouraged me to stay broad and explore different aspects of the product we worked on. She encouraged me to connect with engineers, product managers, marketers, and anyone else I found interesting to build a holistic view of the company. Little did I know, this would later prepare me for my Chief of Staff role and, eventually, for founding Ask a Chief of Staff.

Years after we both left AngelList, we founded our respective companies around the same time, and Lexi continues to be a mentor and advisor to me. We both work to promote women in the workplace and help people find their dream roles. Now, we get to support each other in new ways, sharing our learnings about growing small businesses. Had it not been for Lexi taking a chance on me all those years ago, I can confidently say I wouldn’t be doing what I do today.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“Nobody knows everything, everybody knows something.” This quote has resonated with me deeply throughout my career, especially as I’ve stepped into leadership and community-building roles in the Chief of Staff space. In a role like Chief of Staff, you’re often expected to be a jack-of-all-trades, switching between strategy, operations, and people management. There’s a pressure to have all the answers, even in unfamiliar situations.

For me, this quote is a reminder that building a network and a community isn’t just beneficial; it’s essential. By tapping into the collective knowledge of those around me, I’ve gained invaluable insights and support, often from perspectives different from my own. This philosophy drove me to create a community for Chiefs of Staff, and it’s also why I joined two women’s entrepreneur communities to continue my own learning. These communities provide not only practical knowledge but a support system where everyone brings unique strengths and experiences. This mindset has been pivotal in developing my personal brand and in empowering me to help others succeed.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Staying wide instead of narrow: Early in my career at AngelList, my manager, Lexi Lewtan, gave me invaluable advice: I didn’t have to “pick a lane.” I spoke about her earlier in this interview as well! She hired people like me with diverse experiences who didn’t fit into one box, emphasizing the power of bringing a range of perspectives to the table. This mindset has been a game-changer as a founder and entrepreneur. By embracing a wide view rather than a narrow focus, I’ve been able to approach challenges creatively and make connections across different areas that have been instrumental in building a community-focused business.

Being a “people” person: High EQ has been just as critical to my success as any technical skill. In my experience, emotional intelligence has helped me navigate the complex dynamics that come with fast-paced environments. People with high EQ build stronger relationships, handle conflicts smoothly, and keep calm under pressure — traits that are essential for effective leadership. Whether fostering collaboration, gaining trust, or influencing others, EQ has allowed me to connect in a way that IQ alone never could.

Practicing self-awareness: Knowing my strengths and areas for growth has been vital in deciding when to delegate and when to step in myself. Self-awareness helps me evaluate my work objectively, stay aligned with my values, and manage my reactions to challenging situations. This ability to self-reflect and course-correct not only makes me a more resilient leader but also helps me build genuine connections with my team and peers, fostering an environment of trust and authenticity.

Ok super. Let’s now shift to the main part of our discussion. Why does building a brand as an executive matter? What are some specific outcomes you’ve seen from taking time to build a strong brand?

Building a brand as an executive matters because it opens doors that traditional networking and sales channels can’t always reach. For me, establishing a strong brand has been a game-changer in driving business, expanding our community, and positioning our company as a go-to resource for Chiefs of Staff and their Principals.

Most of our business comes from referrals, and many of those referrals are from people who’ve seen our LinkedIn content, resonated with our message, and engaged with us directly. Our community members often first discover us through LinkedIn, where they see educational content that speaks to them. This exposure makes them excited to learn more and often leads them to sign up for our community. A strong brand has also brought partnership opportunities with established companies and invitations to speak and moderate panels.

In the Chief of Staff space specifically, where resources are limited, thought leadership plays a critical role in building trust and credibility. My brand aligns with my mission to educate the broader executive community about the unique value Chiefs of Staff bring. Our robust LinkedIn presence, complemented by a professional website and biweekly newsletter, positions us as both an educational and service-oriented leader.

Growing our audience to over 36K followers has amplified this impact, giving us instant recognition at events. People now know me as the “Chief of Staff” resource, which is the best brand recognition we could ask for.

One of the most important factors in building a brand is authenticity. Can you share a story of how using an authentic voice has been effective in connecting with others?

One of the aspects I’m most proud of in building our brand is the accessibility and relatability of our content. In the Chief of Staff space, the role can vary significantly from one company to another, largely influenced by the executive each Chief of Staff supports. This means that while the role may look similar on paper, the day-to-day responsibilities and challenges can differ widely. The ambiguity around the role often leaves people searching for relatable, real-world insights.

To address this, we aim to maintain a professional tone while using clear, accessible language that makes complex ideas easy to understand. By doing so, we ensure that our audience feels seen and understood, which has helped build a strong sense of community. Additionally, I often share personal stories from my time working as a Chief of Staff, openly discussing the challenges and lessons learned along the way. This approach has not only strengthened our brand’s authenticity but also connected us with our audience on a deeper level, allowing people to see themselves in our content and feel validated in their experiences.

By focusing on relatable, candid storytelling and clear communication, we’ve been able to create a brand that resonates deeply with the Chief of Staff community — helping them feel understood and supported, which is incredibly rewarding.

Can you give an example of a strategic step an executive has used to differentiate themselves in a crowded market? What advice would you give to others looking to do the same?

A great example of brand differentiation in a crowded market is Duolingo. They took the traditional (and sometimes tedious) experience of language learning and added a fun, playful twist with gamification and a unique brand voice. Their mascot has its own “quirky” personality — encouraging users in a way that’s funny and memorable — which drives engagement across multiple platforms like TikTok and Instagram. They transformed what could be seen as “just an app” into a relatable, must-use tool with a strong community following.

Similarly, in the Chief of Staff space, where resources are limited, establishing a strong brand voice is crucial. My work involves creating an approachable yet professional presence, making the often ambiguous Chief of Staff role more accessible and understandable. Our brand serves Chiefs of Staff throughout their entire journey — from finding a role, to thriving in it, to planning their next steps. This “full life-cycle” approach differentiates us, especially since most resources only cover one stage. We’re able to set the tone for the industry and build credibility by sharing authentic, experience-driven insights.

For executives looking to stand out, I recommend first defining what makes their perspective unique and then committing to an authentic voice. It’s tempting to mimic others, but leaning into what’s true to your brand will attract the right audience. Knowing your core message, being consistent, and prioritizing authenticity over generic content are all key. If you stay genuine, your brand won’t just blend in — it will become a trusted, respected voice.

Based on your experience and success, can you please share “Five Things You Need To Know To Successfully Build Your Brand As An Executive”?

1. Define and Uphold Your Core Values

Building a strong brand starts with a clear set of core values. For our brand, confidentiality, knowledge sharing, supportive community, and respect form our foundation. Working in the Chief of Staff space means handling sensitive information, so confidentiality is critical. Equally, we prioritize knowledge sharing because we believe a rising tide lifts all boats, and community means more than just a following — it’s a place for genuine interaction and support. These values are woven into everything we do, giving our audience a consistent experience and purpose they can connect with.

2. Differentiate with Purpose

Standing out in a niche market like the Chief of Staff space requires a unique approach. Our focus is on the entire Chief of Staff life cycle — from finding a role, to thriving in it, to figuring out what’s next. This comprehensive approach provides Chiefs of Staff and executives who hire them with a trusted source of ongoing support. Our community adds an extra layer of value because Chiefs of Staff often feel like “an island of one.” Having a network for real-time answers, resources, and advice gives them the support and confidence they need to succeed, which is something traditional recruiting firms or agencies can’t offer.

3. Share Authentic Stories and Vulnerability

Authenticity resonates. When I became a Chief of Staff, both my CEO and I were learning as we went. It was a steep learning curve, with no roadmap or clear success markers. By openly sharing my own challenges and missteps, I hope to reassure others that they’re not alone in facing the ambiguity of the role. I regularly share these personal stories, not to dwell on failure, but to provide comfort and solidarity for others. Chiefs of Staff often feel immense pressure, and hearing that someone else has navigated similar challenges can be a huge relief.

4. Engage Actively with Your Community

Engagement is key. We have a large following on LinkedIn, but we encourage members to join our Slack community, where they can ask questions and share insights more freely. I personally interact with community members, answer questions, and even offer one-on-one time to ensure their needs are met. On public platforms like LinkedIn, I respond to comments and DMs to foster real connections. This hands-on, human approach shows our audience that there’s a real person behind the brand, someone who’s experienced the same challenges and is genuinely invested in their success.

5. Maintain a Consistent Voice Across Platforms

Consistency in brand voice is essential for credibility. While platforms may vary in content style — LinkedIn posts, Instagram stories, or newsletters — the underlying tone should feel cohesive. For us, that means keeping our voice professional yet approachable across LinkedIn, our bi-weekly newsletter, and our community channels. The result is a unified brand presence that our audience recognizes and trusts, regardless of the platform. Our brand voice reflects our mission: to make complex information around the Chief of Staff role accessible, actionable, and resonant with all stages of a Chief of Staff’s journey.

What’s one of the most surprising things you’ve learned about building an executive brand through your experience? Can you share a story that illustrates this lesson?

One of the most surprising things I’ve learned about building an executive brand is that people resonate most with the details you might consider too small or mundane to share. Often, we think building a brand means projecting only our most polished, big-picture ideas. But over time, I’ve found that sharing the day-to-day experiences and small insights can build the strongest connections.

For example, one of my highest-engagement posts on LinkedIn was about an unexpected challenge in the Chief of Staff role: navigating the ambiguity of wearing multiple hats. In the post, I mentioned a simple but real moment — feeling overwhelmed by juggling culture-building and strategy within a single day. The response was overwhelming. People messaged me saying, “This is exactly what I needed to hear” or “I thought I was the only one struggling with this.”

That experience taught me that authenticity and relatability are invaluable for building an executive brand. People don’t just want to see achievements; they want to know the journey, the challenges, and even the missteps. It’s these “small” moments that allow others to see themselves in your story, making the brand feel real, accessible, and inspiring.

How do you measure the success of brand-building efforts, both internally within your company and externally in your industry?

Internally, we measure the impact of our brand-building efforts by tracking revenue growth and community membership expansion. With over 400 members in our Chief of Staff community, we monitor how many discovered us through LinkedIn or our online presence. A significant portion of our Chief of Staff placements comes through referrals, often initiated by executives who engaged with our LinkedIn content and recognized our expertise in this space. The fact that executives feel confident in our knowledge and authenticity after viewing our posts or visiting our website has been instrumental in driving conversions and placements.

Externally, our growing newsletter subscriber base and high open rates — consistently above 50% — are strong indicators of brand engagement and interest. Partnerships with well-regarded brands like Industrious have allowed us to increase our visibility and credibility in professional circles, hosting panels and co-working events that attract a diverse audience.

While LinkedIn engagement metrics like impressions and likes are useful, we prioritize meaningful conversions over vanity metrics. Our ultimate goal isn’t just to generate buzz but to cultivate a thriving Chief of Staff community and drive real outcomes, like placing Chiefs of Staff in roles where they can make an impact. It’s easy to get caught up in comparison, but the true measure of success is how well our brand efforts translate to tangible results — community growth and successful placements.

Qualitative feedback is also essential. Testimonials from both Chiefs of Staff in our community and executives who work with us highlight our real impact. On a personal level, positive messages from community members are morale-boosting, especially as a solopreneur. It’s easy to dwell on negative feedback, but keeping a record of these positive messages reminds me that our work is valuable, even when challenges arise.

Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch, and why? He or she might just see this, especially if we tag them. :-)

I’d love to have a private breakfast or lunch with Adam Grant — he’s one of my favorite authors. His insights on organizational psychology and leadership resonate deeply with my work in building a community for Chiefs of Staff and my own leadership journey. His latest book, Hidden Potential, is a must-read for executives and leaders, offering a fresh perspective on how we view talent, growth, and resilience. I really appreciate how Grant combines research with practical advice, making complex topics accessible and actionable — something I strive to do in my own content. A conversation with him would be incredibly inspiring and insightful!

How can our readers further follow your work online?

You can learn more about me on LinkedIn, just search Clara Ma, Chief of Staff.

Also check our website: askachiefofstaff.com

And our bi-weekly newsletter: askachiefofstaff.substack.com

Thank you so much for joining us. This was very inspirational, and we wish you continued success in your important work.