Personal Brand Playbook for Assistants: Why Visibility Matters

“Your role is what you do. Your brand is who you are.”

Not every assistant holds a senior title or operates at a strategic level, but that doesn’t mean you can’t have a strong personal brand.

Here’s the thing: I’ve been reframing how I view my brand over the last couple of years, and I’m now a firm believer that your personal brand isn’t about your job title; it’s about your mindset.

You don’t need to be a senior, team-managing EA or have the most prestigious title to build a reputation that attracts opportunities. Whether you’re a career EA, a VA, or an admin in a task-based role, the way you show up every day matters.

In 2025, competition is fierce, and businesses expect more from Assistants than ever before. How you position and represent yourself truly matters.

So, where do you start? Let’s break it down into a simple formula—a framework that works—and three ways to take action today.

Step 1: Your Personal Brand Is NOT a Logo, It’s Your Reputation

Forget flashy LinkedIn banners or polished one-liners. Your personal brand isn’t about aesthetics. It’s about how people perceive, trust, and remember you.

Think about it: how you communicate, collaborate, handle challenges, and contribute at work, in networking groups, or online says more about you than any bio ever could.

Who you confide in, how much you share, and how you interact in different spaces can either strengthen or weaken your reputation over time.

Personal branding isn’t about what we say. Instead, it’s about how we show up when it matters. Many professionals create an impressive online presence but struggle to carry that same confidence and expertise into real-life interactions. True personal branding is about alignment, ensuring that the way we present ourselves matches how we deliver in practice. The most impactful brands aren’t built on claims, but on consistency, credibility, and follow-through.

Step 2: What’s Worked for Me – The V.I.S.A. Framework

To be seen, heard, and respected, here’s what has worked for me and helped me shift from just "doing" to making my impact visible and known:

• V – Value First
  What problems do you solve? How do you make life easier for your executive or business? Your brand should showcase your contributions, not just your job title.

• I – Internal & External Presence
  You can’t be invisible and expect to be valued. Show up in meetings, engage in conversations, and share insights on platforms like LinkedIn or internal channels.

• S – Strategic Storytelling
  People remember stories, not job descriptions. Instead of saying, “I’m proactive,” share a real example of how you solved a problem before it escalated.

• A – Authentic Engagement
  No fake networking. Be curious, ask questions, and build relationships before you need them. One of my go-to networking icebreakers is: “What is the biggest challenge you’re facing right now?” Then, offer a solution or introduce them to someone who can help.

Visibility isn’t about saying “look at me”—it’s about showing the value you bring.

Step 3: Playbook in Action – Three Moves to Implement Today

1. Claim Your Expertise Publicly
   If LinkedIn feels overwhelming, start small. Contribute to a company newsletter or post in an internal Microsoft Teams channel. Share a recent success or lesson learned.

2. Speak Up, Even If It’s in the Chat
   Not ready to speak in meetings? Try this: send an email beforehand with your idea or post it in the chat during an online call. Small actions build confidence and show self-advocacy.

3. Connect and Collaborate
   Reach out to someone in your organization or LinkedIn network you don’t typically work with. This simple move has opened doors for me in ways I never expected.

Final Thoughts: Control Your Brand, or Others Will Define It for You

Your personal brand is everything. It’s your reputation, your résumé, and the way you attract opportunities.

Here’s what I’ve learned: just because a door is closed doesn’t mean you can’t walk through it. Sometimes, all it takes is a small push.

I consciously chose to take control of my brand and reputation. If you don’t, you’re unconsciously shaping how others perceive you.

And here’s something I now know for sure: there are millions of assistants—but only one you. No one does what you do quite like you. That’s what makes you stand out.

This is the time to own your career narrative. Be bold, be seen, and be strategic!