Leah Dergachev of Austley On How to Build Your Brand as an Executive and Why it Matters

Know what you stand for. Your brand needs to clearly communicate your values, expertise, and unique perspective. Without clarity, your message will get lost. Early in my career, I noticed how many brands struggled to stand out because they tried to be everything to everyone. When I built my own brand, I leaned into my strength — authentic storytelling — and made that my core message. Clients have said, “We chose you because your brand feels relatable to us,” which reinforced the importance of being clear about what sets me apart.

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 (Leah Dergachev)

Leah Dergachev is the founder of Austley, a communications-driven marketing company that combines compelling storytelling with data-driven strategies to help businesses grow and stand out. She also created The Marcomm Grind, a community where marketing professionals and business owners share resources and strategies for achieving success on lean teams and tight budgets. With extensive experience across industries like healthcare, technology, and consulting, Leah specializes in elevating startups and SMBs, differentiating brands, and positioning them as category leaders.

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 actually grew up as an identical twin, which was pretty neat. Our parents really encouraged us to try everything that interested us, and I mean everything! I played soccer for nearly 15 years, tried my hand at tennis and basketball, and even got into dance and modeling. My mom would drive me an hour each way to the modeling agency just because I was curious about it. Looking back, that really showed me what supporting your kids’ interests looks like.

My dad was definitely a huge inspiration for me. He took this incredible leap from working in pharma to starting his own biotech company. Watching him build something from scratch, dealing with all the ups and downs really shaped how I saw entrepreneurship.

In high school, I found my real passion when I started co-hosting our morning news show. There was just something about sharing stories that clicked with me. That led to anchoring my college town’s local network’s evening news as a freshman, which was pretty exciting. I’d actually dreamed of being a dancer and considered majoring in dance — even had my sights set on Juilliard, but ended up minoring in it instead which I think was the best decision.

There was this key moment in 2004 when the Wall Street Journal wrote about my dad’s work as a veteran in Iraq. They mentioned his business back home was ‘going to the dogs,’ and something about that phrase really stuck with me. It got me fascinated with how journalism shapes stories, so I added a journalism minor to understand it better. Then, almost by chance, I took this PR elective that completely changed my direction. It showed me how stories can shape the way people see things.

At 21, my twin sister and I started our first marketing company together. It was small, but it was a start. Ten years later, I launched Austley, which has become such a meaningful part of my journey and something I’m really proud of. And speaking of proud, my dad’s biotech company — the one he started from scratch when I was 10 — is now nearing 30 years in business. Looking back, my childhood as taugh me that it’s okay to be curious, to try new things, and to reinvent yourself — those lessons really built the foundation for who I am today.

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

Early in my career, I had a boss who hired me but wasn’t exactly my biggest fan. I was good at my job and naturally built relationships with senior leaders, who often gave me big projects to work on. My boss wasn’t thrilled about this.

One day I came back from lunch to find a post-it note on my desk, placed on top of the company’s dress code policy. My supervisor was insinuating my dress was “too short.” I remember this day so clearly because it was this perfectly appropriate orange dress from New York & Company, with a floral design and waist tie. Nothing about it was remotely unprofessional, and my colleagues agreed.

That day I realized I had two choices: I could either look for a new job, or I could rise above it. I chose to stay and learned an important lesson — you don’t have to like everyone you work with, but you do need to stay professional. Looking back, that small attempt to intimidate me actually taught me how to be resilient in difficult situations, which has served me well throughout my career.

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?

Meeting Betsy Yates has been such an unexpected, yet important part of my career. We met when she worked at an agency supporting me as a client, which, by the way, was only a five month partnership. We stayed in touch and when I reached out about a community-building idea, she jumped in completely. She committed to weekly calls, helped brainstorm ideas, and tested platforms with me. When I later needed to pivot the community’s direction, she was right there, helping with the rebrand and web design.

What makes Betsy special is how she’s become my trusted sounding board. She’s my gut checker when ideas get wild, and has grown from a work contact into a true friend. Sometimes the best mentors come from unexpected places, and I’m grateful our brief professional connection turned into such a meaningful friendship

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

“‘Life is inherently risky. There is only one big risk you should avoid at all costs, and that is the risk of doing nothing.’ — Denis Waitley

This quote became my catalyst for change in 2021. On paper, I had it all figured out, leading a marketing and comms team, married to an amazing partner, with a new baby at home. I had the stability of a regular paycheck, but every Sunday night, that knot in my stomach reminded me something wasn’t right.

“The entrepreneurial itch kept creeping up. And honestly, it was always there — it just kept getting buried under layers of ‘be practical’ and ‘think about stability.’” One year after COVID hit, while everyone else was still baking sourdough, I was wrestling with the biggest decision of my career: stay safe or take the plunge when the world was still uncertain.

The “responsible” choice seemed obvious. Who leaves a stable job during a pandemic with a young family?

Me. I did.

Was it terrifying? Yes. Did I question myself? Sometimes. But what kept me up at night more than the fear of failing was the thought of my child growing up watching me play it safe because I was too scared to try.

Now when I look at my all three of my kids, I’m glad they’ll grow up seeing that sometimes you have to trust your gut, even when the timing seems crazy.

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?

Relatable: Being relatable has been a game-changer for me. It’s how I’ve built lasting relationships with clients and partners. I’ve been in their shoes — I know what it’s like to face the struggles, the pressure, and the need to find a solution that works. Because of that, I can connect with them on a deeper level. One time, a client was unsure about taking a big leap with their marketing strategy. I shared my own experience navigating a similar challenge, and that connection helped them trust me to guide them through. In the end, we crafted a narrative and a strategy that delivered the results they needed, and they’ve been a loyal partner ever since.

Grit: Working with startups and small businesses has taught me what it means to fight for success. These companies are going up against giants with way more resources, and I’ve made it my mission to help level the playing field. That takes grit. I’ve had my share of challenges, too. Juggling being a business owner, a wife, and a mom to 3 young kids isn’t always easy. But I’ve learned to push through because I owe it to myself and my clients to keep going. I remember a particularly tough campaign where the budget was tight, and the odds felt stacked against us. But we dug in, got creative, and managed to land coverage in a top-tier outlet. That grit made all the difference.

Self-discipline: Self-discipline is everything when you’re your own boss. It’s so easy to let your priorities shift based on what feels urgent in the moment, but I’ve learned to stay focused on what really matters. For instance, I have a strict routine when it comes to deep work. I carve out specific blocks of time to focus solely on strategy or writing without distractions. One time, I had a client deliver last-minute updates for a project right before the deadline. It was tempting to drop everything and tackle it immediately, but I stuck to my plan, finished the higher-priority work first, and then addressed their changes. Staying disciplined meant I delivered everything on time without compromising quality and without burning myself out.

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 is critical because it positions you — and by extension, your company — as a trusted and reliable source in your field. We’re constantly being bombarded with information and countless options, and having a strong personal brand helps you cut through the noise and stand out. It’s not just about visibility though; it’s about being memorable, credible, and the go-to choice for your audience.

Personally, I’ve seen firsthand how building my own brand has led to tangible results. I’ve had clients approach me before I even began a formal pitch process, praising the clarity and authenticity of my messaging. They told me they felt like they already knew what I stood for and how I could help them solve their challenges — just from my website and the content I shared on social media. That feedback means a lot to me because it’s a direct result of the intentional effort I’ve put into crafting my brand. It’s not something I take lightly, and it reinforces the importance of being deliberate in how you show up and communicate your value to the world.

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?

Authenticity has been key to how I connect with others, and a great example of that is how I built the Marcomm Grind community. I created it specifically for marcomm professionals who, like me, often wear multiple hats, or those who juggle tight budgets, and work with limited resources while trying to deliver big results.

I didn’t start this community as an expert shouting advice from the top. Instead, I built it by sharing resources inspired by my own experiences and lessons learned. By being open about the challenges I’ve faced — like navigating high expectations with lean resources — I created a space where others feel comfortable opening up and sharing their own stories. That sense of honesty and relatability has been the foundation of the community.

While we’re still getting started, it was incredibly humbling when a member told me how much they appreciated the weekly newsletter and tools I shared because it made their overwhelming workload feel more manageable. That moment reminded me why authenticity matters — it’s the heart of this free community and the reason it exists. When you show up as your true self, you foster trust and create connections that truly make a difference.

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?

Whitney Wolfe Herd, the founder and CEO of Bumble, is someone I really admire as a role model for women and entrepreneurs. She’s such a great example of what it means to strategically stand out in a crowded market. Whitney didn’t just create another dating app — she built a mission-driven brand that empowers women and challenges traditional norms.

One of the smartest moves she made was designing Bumble so that women make the first move. It’s a simple idea, but it’s bold, and it completely redefined the dating app experience. That one decision set Bumble apart from its competitors and gave it a clear identity in a saturated market.

What I love most about her story is how she leaned into her own experiences — especially the challenges she faced after leaving Tinder — and used them to create something authentic and meaningful. She’s always been open about her mission to build safe, inclusive spaces, and that honesty shines through in everything Bumble does. Campaigns like “The Future is Female” aren’t just clever marketing — they’re a direct reflection of her values and leadership.

If you’re looking to stand out in a crowded space, my advice is to figure out what makes you or your brand unique and lean into it. Be authentic, share your story, and focus on solving a real problem in a way that feels fresh and genuine. It’s not about shouting louder than everyone else; it’s about being intentional and relatable. Whitney’s journey is proof that when you lead with purpose, you can create something that truly resonates.

Here is the main question for our discussion. Based on your experience and success, can you please share “Five Things You Need To Know To Successfully Build Your Brand As An Executive”? (Please share a story or an example, for each.)

1 . Know who you’re speaking to. Understanding your target audience is non-negotiable. Who are they? What motivates them? What problems are they trying to solve? This clarity ensures your brand resonates with the right people. For instance, when I launched The Marcomm Grind community, I originally launched a community for all marketing and comms pros, but then I realized it was too broad, so I got strategic and pivoted. With the Marcomm Grind, I specifically targeted marcomm professionals who were juggling tight budgets and wearing multiple hats. By speaking directly to their challenges, I created a space where they felt understood and valued..

2 . Know what you stand for. Your brand needs to clearly communicate your values, expertise, and unique perspective. Without clarity, your message will get lost. Early in my career, I noticed how many brands struggled to stand out because they tried to be everything to everyone. When I built my own brand, I leaned into my strength — authentic storytelling — and made that my core message. Clients have said, “We chose you because your brand feels relatable to us,” which reinforced the importance of being clear about what sets me apart.

3 . There’s more to building awareness; relationships are also important. Your brand isn’t just about visibility; it’s about trust and connection. Focus on building genuine relationships with your audience and peers. When I launched Austley, I didn’t put out much marketing (to be honest, I still don’t), but I did actively engage with my network, offering free resources and responding personally to questions. This approach has led to long-term clients and partnerships who know they can count on me.

4 . Authenticity is your superpower. People connect with real stories, not overedited perfection. This was exactly why I started my Substack newsletter, The Relatable Marketer. It’s where I share marketing tips through the lens of everyday life — whether it’s lessons learned from parenting, dating, or even managing a home.

By grounding marketing lessons in authentic, everyday experiences, I’ve created a space where people feel inspired and connected. Authenticity is so much more than just a great trait to have; it’s a way to build trust and make your brand memorable.

5 . Know how and when to evolve. A strong brand isn’t static, it grows with you. As an executive, staying relevant means adapting to changes in your industry while staying true to your core. When I expanded my services at Austley, I made sure my brand’s foundation — communication-first marketing — remained intact, even as I introduced new offerings. That balance between consistency and evolution has helped me stay aligned with my audience while staying ahead of the curve.

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 is just like a company brand, it evolves as you evolve. Life changes, new experiences, and shifting priorities will inevitably shape your perspective — and your brand should reflect those changes in a way that feels authentic and true to who you are.

Becoming a mom taught me this in a big way. Before I had kids, my brand was all about hustle and outworking the competition. After becoming a mom, I realized that approach no longer reflected my reality — or my values. I still wanted to deliver results for my clients, but I also wanted to show that you can be strategic, impactful, and creative without burning yourself out.

This shift led me to be more open in how I communicate my brand. I started sharing stories about balancing work and motherhood and the systems I’ve developed to make things work. One example was when I wrote about how bedtime routines with my kids reminded me of the importance of consistency and predictability in branding — whether for a company or as an executive. That story seemed to resonate with others in my network, who appreciated the real-life parallel and the authenticity behind it.

At the end of the day, your executive brand should grow with you, reflecting the life changes and experiences that shape who you are. By embracing that evolution and sharing it authentically, you’re able to create deeper connections and make your brand even more relatable.

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

In my opinion, success starts with how well my clients connect with and trust me. I measure this through feedback from discovery calls, project debriefs, and client testimonials. For example, when clients mention how much they resonate with my communication-first approach or how my resources make their work easier, it’s a sign that my brand message is landing.

Additionally, I track how many inquiries I receive and how often those inquiries turn into paying clients.

Externally in the industry, success can be tracked by audience engagement. For example, downloading resources, and sharing or commenting on social posts all show my brand is making an impact. I also have been incredibly fortunate to have received referrals. These are huge indicators of success. When past clients or collaborators recommend me to others, it means my brand has built trust and delivered value.

Ultimately, brand-building success ties back to results. Whether that be getting new clients, expanding offerings, or seeing growth in recurring revenue.

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. :-)

Sheila Johnson is 100% someone I’d absolutely love to sit down with over breakfast or lunch. She’s the first Black female billionaire, which in itself is incredible, but it’s her journey as a businesswoman and philanthropist that really inspires me. She’s broken barriers and shown what’s possible for women and people of color in business, and I’d love to hear her perspective on how she’s navigated it all.

How can our readers further follow your work online?

Follow me on Linkedin: linkedin.com/in/leahdergachev, or visit my website leahdergachev.com where you can learn more about my company, Austley, The Marcomm Grind community and subscribe to The Relatable Marketer newsletter.

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