Susan Collins On How to Build Your Brand as an Executive and Why it Matters

Utilize Social Media. The best leaders share. Their online presence boosts their brand and their company’s, attracting followers whose engagement amplifies the message, further boosting both brands.

Not everyone will be a fan, but having an opinion is important. As stated earlier, but worth repeating, the right brand repels the wrong person as much as it attracts the right person. Leaders who stand for something feel seen by others, creating more loyal followers who are always ready to advocate for them.

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 Susan Collins.

Susan Collins, ACC, PHR, CI, brings a unique perspective to leadership development that emerged from witnessing both sides of the executive journey — how organizations evaluate talent and how leaders actually grow. This unique vantage point enables her to bridge the critical gap between organizational needs and individual potential.

As an ICF-certified coach, Susan works with senior executives and emerging leaders to move beyond competencies to true leadership consciousness. Whether guiding a VP into a broader role or supporting a director in building lasting organizational impact, she helps talented individuals and teams author their own leadership stories within today’s dynamic corporate landscape.

Her philosophy is clear: in today’s fast-moving business environment, the most powerful advantage isn’t just what leaders know — it’s who they become.

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 am my father’s child. We are both fascinated by people, their lives, their decisions, and what makes them tick. While I have learned not to make the first move on an airplane, I will gladly engage if you are open to a conversation — I am intrigued and happy to talk about your career, travel, and family for the entire flight (preferably in that order). Get in an elevator with me — it will require a short commitment, but I will initiate a quick engagement. My father’s ability to connect made him a top salesperson wherever he worked.

In the long run, my dad’s selling skills provided a comfortable life in a house with love. Pretty idyllic, maybe a little boring — but coming from very little, both of my parents focused on the importance of hard work. It was instilled in me that you were lucky to have a job, and you always went to work, even if you were sick. My dad was convinced they would send you home if you were too ill. This was a good lesson, but it made it hard for me to understand how to set boundaries early in my career.

Lucky for me, my dad changed jobs more than most of his generation. I always knew there was something else waiting. In the corporate arena, I had three mottos: everyone deserves a job they love, give more than you get, and if you don’t love your job — quit.

Give more than you get (without expectations) built my brand, and the example that my father set by changing jobs gave me the confidence that there was more, giving me the courage to leave when I was no longer in love with my work. I had a couple of 10-year stints with organizations, but I also had a couple of 2–3-year stays, and when the learning stopped or I didn’t feel attached to the leadership or values, my network always stepped in with an opportunity.

I have lived it; I know it exists, and I can help others see the possibilities when they are afraid to leave the runway. Whether summoning courage for a bold ask, contemplating a brave exit, or standing at the edge of transformation — it’s an invitation to expand what’s possible.

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

Having been gifted a coach from my thought partner for one of my milestone birthdays, the experience opened my eyes to a new career path: helping others do the work to see the possibilities for their growth and success in the corporate arena. It is time for us to stop leaving our regrets on the doorstep of Corporate America; according to the Fortune 500 list, the top 500 global companies amassed a staggering $2.9 trillion in profits for the fiscal year ending March 31, 2023.

For years, I led talent acquisition teams, including recruiters, technology, and employer branding. It was an exciting job. As the TA team, we were the company’s “first face.” I especially loved knowing that the right offer could change someone’s life.

In my last year as a TA leader, I was recruiting for an executive role and asked a very qualified female executive candidate about her salary requirements. She came in $35K under the person I had interviewed for the same role earlier in the day. Worse, she did not see in herself what I learned about her in the interview. Her talent far surpassed her confidence. Listening to her hesitation to advocate for herself was a big a-ha moment for me — I could make a more significant difference in the lives of individuals. I had helped negotiate people’s careers for years, along with helping large brands attract the right talent. While that impacted their lives, too many leaders do not see their value and do not think about their careers strategically. My goal is to help leaders build confidence in their inner voice, guiding great leaders to self-author their success.

Everyone deserves a piece of the pie, but you have to do the work and know how to ask.

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

I ran Employer Branding on a zero-dollar budget for a few years. I had an idea about a way to drive the company brand virally and had approached a couple of people with the idea, but there was no interest. So, I approached a senior executive and asked if he would sponsor the idea and take it to marketing.

Instead, he said — “let’s do it and see what happens. If we get in trouble, I’ll take the blame; if it goes well — you get all the credit.” He recommended we have a call on Friday, and we could start the campaign on Monday. We launched that Monday while I was at Disney World with my kids. His phone began ringing off the hook. We had CEOs and other C-level executives from competitors calling us for months asking how we did it, how much we had to invest, how much time it took, and the truth was — we spent less than two hours and $2000, and it lived in the company for years.

This leader has now moved to the C-Suite of a large organization. His magic space is risk-taking and creativity, and he built a culture around trying new things. This is a small example of the many risks he took, but it had a huge impact on me and the organization. It was a team effort, which only worked because we were all focused on the same things. He made taking risks safe, and he expected it from all of us. It was a fun ride because the unexpected was expected at every turn.

Thinking bigger builds great confidence and skills — years upon years of thinking bigger builds leaders and industries.

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

There was a point in my career where I was being pushed outside of my comfort zone to the point that I had almost convinced myself that I needed to leave my job. However, my boss sat me down and talked with me for a long time about my potential. It wasn’t that she was pushing me out — she was pushing me to do more. That same week, I ran across the quote by Rosalyn Carter: “You have to have the confidence in your ability and then be tough enough to follow through.” This was a huge growth period for me; she moved from leader to mentor, and I still keep the quote on my phone screen to this day as a gentle reminder that you have to go to the edge to see the possibilities of what else or who else you might become.

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?

Ability to build strong relationships: I networked and built new relationships at every point in my career. This allowed me to see different points of view, gain new perspectives, and build a solid network. Because of these networks, I was always prepared: I could always find someone with an answer, a candidate, or a resource, and I was always approached about my next opportunity. For 25+ years, I never applied for a job; they always found me.

Curiosity: I love the ideas of ideas — knowing there is always a better way and someone smarter to help you figure “it” out. Finding a thought partner was one of the best things that happened in my career. A thought partner is someone who wants just as much for you as you wish for yourself. There is no competition; no one needs to claim “credit” for the idea. If you can find this person in your life, it is a gift. We are curious about everything, and without competition in our conversations, this creates a feeling of abundance and ideation for the greater good — not just two people.

The ability to ask insightful questions: The best answer comes from someone who can ask a question without anticipating the answer or the direction they are trying to steer the conversation toward. In business, this is a skill that few leaders practice. Too often, when we ask a question, we anticipate an answer and formulate our responses. Not being tied to the outcome brings new ideas into the world and served me well in both recruiting and leading teams. As a coach, it supports team and individual transformation. As ICF-certified coaches, we believe each individual has everything they need to be successful, and we are there to build awareness during their journey.

A tale of caution: Once upon a time, we were taught not to ask a question that we didn’t know the answer to, but in reality, that is the best type of question to drive innovation and progress. I once worked with a leader who would ask a question at the beginning of the meeting; she would give her thoughts and then go around the boardroom table. After everyone had a chance, she would say, “Clearly, some of you did not hear my thoughts” (direct quote), and then she would call out anyone who had a different perspective. For a while, she got away with it because she was “new in role.” Meeting after meeting, I watched her shut down the ideas from her team. Just as disheartening, her team was performing when she got promoted, but they stopped sharing, afraid of being publicly ridiculed; it was the beginning of the end for most of them who chose to move on, eventually resulting in her losing her job due to high turnover and poor results.

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?

Nothing in life is promised, including the gold watch. Elliott Hill started as an intern at Nike and was named CEO in September 2024. He is the exception in today’s world, and it should be in most cases. It takes unique roles, reporting to a variety of leaders, and great awareness to build your inner voice, align what you stand for with your actions, and lead in a way that is authentic to you. When you look at Robert Kegan’s theory of adult development, cognitive and emotional growth, only 35% of adults reach the self-authoring mind stage, where they can critique ideas objectively and make decisions based on an internal compass rather than external expectations.

Diverse experiences help develop adaptability and resilience. But to take ownership of your career path in an ever-changing and competitive job market, you need to knock on a lot of doors and find leaders who are willing to invite you in. Your brand is the key to opening doors. While referrals drive a systemic issue that limits diversity in organizations, they are still the number one way to find a new position. It is reported that internal referrals can account for anywhere from 30% to 86% of new hires, with Erinapp.com reporting that 84% of companies adopt referral programs. Referral programs speed up the hiring process for a number of reasons, but most importantly, there is comfort when someone already “knows your work.” In other words, your brand precedes you.

Many leaders unconsciously build their brand, evolving over the years and becoming known for the good and the bad of their leadership, decision-making, and critical thinking skills, among other things.

If you are not managing your brand, someone else is sharing your narrative through their eyes.

There are eight stories that you should be managing as part of your brand, the 8 Career Narratives:

🚀 𝐃𝐄𝐕𝐄𝐋𝐎𝐏 𝐏𝐑𝐎𝐅𝐄𝐒𝐒𝐈𝐎𝐍𝐀𝐋𝐋𝐘

Not everything can be learned on the job, and much of the work happens from the inside out. Doing the work to understand how your leadership behaviors drive successful results is key to a strong leadership brand.

🧩𝐁𝐔𝐈𝐋𝐃 𝐘𝐎𝐔𝐑 𝐁𝐑𝐀𝐍𝐃

Consistency in your personal brand is crucial. Aligning how you show up with your values sets the stage for long-term career success, fostering trust and credibility.

👥 𝐂𝐔𝐋𝐓𝐈𝐕𝐀𝐓𝐄 𝐑𝐄𝐋𝐀𝐓𝐈𝐎𝐍𝐒𝐇𝐈𝐏𝐒

Building relationships is a long-term commitment. Invest now, give more than you get, and don’t hesitate to reach out when you need support.

🤝 𝐄𝐌𝐁𝐑𝐀𝐂𝐄 𝐍𝐄𝐓𝐖𝐎𝐑𝐊𝐈𝐍𝐆

Expanding your network provides new perspectives, solutions, and opportunities you may never have known existed.

🗣️𝐀𝐃𝐕𝐎𝐂𝐀𝐓𝐄 𝐏𝐀𝐒𝐒𝐈𝐎𝐍𝐀𝐓𝐄𝐋𝐘

Be bold in your pursuit of more and equally bold in recognizing the talent of those around you. Advocating for others speaks volumes about who you are as a leader and colleague.

🔥𝐈𝐆𝐍𝐈𝐓𝐄 𝐂𝐔𝐑𝐈𝐎𝐒𝐈𝐓𝐘

Stay curious, continue to engage, and share your unique strengths to remain visible. How you get results should not be a secret but a gift to others.

⚖️𝐂𝐑𝐄𝐀𝐓𝐄 𝐁𝐀𝐋𝐀𝐍𝐂𝐄

We all are responsible for building sustainable work environments through our language and messages, creating safe and sustainable environments.

🧱𝐇𝐎𝐋𝐃 𝐁𝐎𝐔𝐍𝐃𝐀𝐑𝐈𝐄𝐒

Learning to balance priorities in work and life makes individuals and teams more successful. Don’t miss the important stuff; time is not a commodity you can get back.

There are various ways to manage the narratives. Modeling the right behaviors is not enough; being able to articulate how you achieve success is critical. As your star rises, you are required to navigate more complex challenges; it is not only your critical thinking but also your relationships that will drive organizational success.

Building career consciousness around the narratives of your story through self-reflection strengthens your emotional intelligence. This is a continuous process of growth that drives the building blocks of your career. Each story adds a new layer of complexity to your leadership, skills, competencies, and experiences, strengthening your brand along the way.

Just as crucial: handling and managing the missteps is just as big of a brand builder as the good times.

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?

Everyone tires of the leader who cannot lead but instead acquiesces to the pressure of trying to please all parties instead of doing the right thing without transparent communication as to why.

Inconsistency drives confusion and mixed results.

Too often, leaders become dissatisfied because they do not feel like they can be “themselves” at work. They feel discomfort due to a misalignment of values between their work and their actions. By focusing on actively “choosing” the type of leader you want to be, you build consistency with your brand.

Consistency allows others to understand who you are, advocate for you, and proxy for you. The more you align your values with your decisions, the more consistent your actions and decisions will become, making it easier for other leaders to follow you — or decide not to follow. That is what a good brand does — it attracts and repels. It is okay if people do not want to follow you. Removing the unengaged is actually a benefit, but it does not give you an excuse to behave badly.

My LinkedIn headline for ten years was “Give More than You Get.” To this day, people still mention it. The headline made me approachable in a society where asking for help can be seen as a weakness. It also meant that I opened the door for people to approach me with all types of requests. With every introduction, I was clear about what I could and could not do, but it also grew my network, allowing me to become a connector. While I am no longer in the corporate recruiting arena, yesterday, I received a call requesting names for a soon-to-be-open executive role. Within two emails, I was able to facilitate a high-level introduction with a second party that would be willing to share top players for this not-yet-announced position.

That one statement, “give more than you get,” has allowed me to open doors for others but has opened ten times as many doors for me.

People remember who you are and how you showed up for them.

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?

Richard Branson is the perfect example of a brand that stands out among his peers. His adventurous spirit is woven throughout his social media presence and the companies he builds.

However, you don’t have to be in the C-suite to build an exciting brand. Haley ONeill may not be in the C-suite, but she stepped in during the pandemic to support an entire profession that is not only often misunderstood but was also decimated during the pandemic. As a small act of kindness, she started posting talent acquisition jobs weekly with links. She saw her followers grow exponentially on LinkedIn, with a current count of over 114K. While she still has a full-time job, she is often approached for affiliate partnerships and speaking engagements. Her “brand” now extends to the realities of a working mom. She started by thinking about what people needed, not about herself.

LinkedIn is a powerful tool. However, too often, people do not understand how to use it. My Executive and Career Growth packages provide up to three additional coaches, including a Social Media Strategist, to help leaders identify the top three or four messages they should be sharing to enhance and grow their brand perception.

While LinkedIn is a social platform, keep in mind that the audience is professionals. As you build your brand, you should always consider what the world needs (how you can give back) and what message aligns with and builds on your desired outcome.

Refining and narrowing your messages delivers a consistent message about your brand.

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 . Make the time. Thinking you don’t have time is a limiting belief. Building your brand is a strategic investment in positioning yourself to ensure your reputation precedes you. Your reputation should be doing the heavy lifting in a variety of situations that compound over time and open doors, elevating your career.

2 . Embrace Networking. No one succeeds alone. Even at the top of your game, there will be situations where you need advice, counsel, ideas, leads, contacts, or another type of support. Having a network to turn to will save you countless hours, unforeseen mistakes, and, in some situations, millions of dollars. Too many people give up on their networks too early or realize their importance too late because there is no immediate return on investment.

The pandemic magnified the importance of networking and was especially difficult for those who had not invested in their network. In April 2020, the PEW Research Center reported that 25% of U.S. adults reported that they or someone in their household was laid off or lost their jobs due to the coronavirus outbreak. During that time, I worked with dozens of leaders to build networking strategies. With the uncertainty we all faced, those with the strongest networks bounced back faster. My network was no exception; during both of my furloughs, I had multiple offers from my network. I never interviewed. I never inquired. I was grateful to negotiate one of those full-time offers to part-time, accepting a consulting role as I had already started my pivot to coaching.

3 . Advocate Passionately. Too many leaders lead from a place of scarcity, but you will always be remembered for having a mindset of abundance. The abundance mindset allows you to look at every relationship as an opportunity to support someone on their chosen path. When you advocate for others, it speaks to your generosity as a leader, your ability to identify talent, and the confidence you carry within to know that there is “enough” to go around. It also creates a space for you to share how you and your teams achieve success. Your generosity gives you the platform to share without looking like you are constantly bragging.

When you speak on behalf of others, they remember you.

4 . Seek Feedback. Modern leadership isn’t just about competencies — it’s about consciousness. Without a clear understanding of how others see you, your brand may be at risk. Today’s world has options, job hopping is often glorified, and leadership is not just about how you feel but how others feel about you.

When I work with executives and their teams, I use a tool that provides feedback from all angles — up, down, and sideways — to help them reflect on what is driving their behaviors. Revealing the patterns that unlock potential opens a new level of self-awareness. When others see you doing the work, it sets an example and — builds your brand.

It is your behaviors that define your brand and, more importantly, how those behaviors land on others.

5 . Utilize Social Media. The best leaders share. Their online presence boosts their brand and their company’s, attracting followers whose engagement amplifies the message, further boosting both brands.

Not everyone will be a fan, but having an opinion is important. As stated earlier, but worth repeating, the right brand repels the wrong person as much as it attracts the right person. Leaders who stand for something feel seen by others, creating more loyal followers who are always ready to advocate for them.

Social media allows you to build a bigger audience, building awareness for future opportunities.

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?

When I take on new clients, we discuss their brand. I am always surprised by how many executives don’t think they have a brand. The biggest thing that drives your brand is how you consistently engage and treat people. Your reputation precedes you; it will either hold you back or move you forward.

I worked with a client who had been out of work for over a year; his “brand” was holding him back. Even though it was a large industry, everyone knew someone. He had to build bridges and do a lot of personal work before he got a job offer. In the past, he had taken the approach “that is just who I am” as an act of protection instead of making the changes and having difficult conversations.

He used this new awareness as a learning journey to rebuild his brand. It can be done, but it is hard work.

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

With one question: Do they talk about you when you are not in the room? As Amy Porterfield says, do you have the “know, like, and trust factor?” Do people feel like they know who you are before you enter the room, and do they look to you for perspective?

As your brand grows, people will turn to you. Don’t miss the moments by being “too busy” — or “always busy” will become your brand. Instead, approach these moments with curiosity. Why is this important to them? Slowing down to create a space for multiple viewpoints will only bring them closer to you, and the generosity of time and space is appreciated in our busy world.

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. :-)

Michelle Obama and George Bush — together. No matter your politics, I admire how the Obamas and Bushes have come together across political lines to find commonalities. Their embrace at the opening of the National Museum of African American History and Culture showed the world that competition does not have to create enemies.

The people from whom I have learned the most think differently. Perspective is everything. It is a lens for reality and a filter for processing information. Not everything is as it appears; looking for what else can be true makes the world a bigger and better place.

My “opposite” became my thought partner. For years, we have welcomed the challenges of the world, sharing perspectives, ideating what else could be true, and creating futures that have yet to be imagined. In the end, we are not as far apart as we thought we were. It is the commonalities that bring us together, but the differences that challenge us to be better and think bigger.

I can imagine lunch with them, full of laughter, a few political jabs, and an understanding that true friendship is built on respect, not total agreement. My “opposite/thought partner” and I will clear our schedules for lunch! Name the date and time.

How can our readers further follow your work online?

You can find me on LinkedIn:

Personal profile: https://www.linkedin.com/in/sgcrecruit

Company profile:https://www.linkedin.com/company/the-network-concierge

You can also visit my website: https://www.thenetworkconcierge.com

I work with leaders who consciously shape their careers, understanding how their actions ripple through organizations and beyond. My mantra is: When you are happy and you know it, think ahead. Don’t wait to be tapped on the shoulder for your next promotion. The right opportunities come with clarity when you manage your career narratives. Let’s think strategically about how to self-author your leadership and brand to bring you and your team long-term success: https://www.thenetworkconcierge.com/learn-more-1.

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