According to Jeff Bezos, “Your brand is what other people say about you when you’re not in the room.” While this quote predates the challenges of the past few years, it’s more relevant than ever as professionals navigate the complexities of hybrid work.
Personal branding, especially for Assistants, is the process of communicating what you do, the value you add, the goals you’re setting, and what makes you stand out.
In today’s world, how you show up matters—both virtually and in person. As hybrid work has become the norm, Assistants continue to support their organizations through rapid technological changes and evolving workplace dynamics. Showcasing your value as an Assistant is critical, whether you’re working remotely or in the office. Now is the time to rethink your brand and adapt to the modern hybrid work environment.
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With many professionals now balancing remote and in-office work, being intentional about how you communicate is essential. How do you present yourself during in-person interactions, and how do you show up in virtual settings? These choices are equally important for shaping your personal brand.
Video calls remain a central part of workplace communication. Ensuring you maintain a polished and professional on-screen appearance is as crucial now as it was when remote work dominated. But as in-office collaboration increases, you must also consider how you engage face-to-face.
When you’re in the office, be deliberate about your presence. Who do you want to connect with? How will you make yourself visible? What goals do you want to achieve during in-person interactions? Hybrid work offers unique opportunities for intentional communication that can elevate your personal brand.
In 2025’s fast-paced, always-connected environment, many people compete for your Executive’s time and attention. Communication is constant, and it can be challenging to stand out amid the noise.
Consistency in your personal branding can help you rise above. By knowing your strengths, understanding the value you bring, and consistently demonstrating those qualities, you’ll establish yourself as authentic, reliable, and memorable. Whether in meetings, on video calls, or through written communication, a consistent approach builds trust and strengthens your personal brand.
Hybrid work has redefined the workplace, and now is not the time to blend into the background. While setting boundaries is important, balancing this with proactivity and visibility is essential.
You don’t always need to be available, but your Executive and colleagues should clearly understand when and how they can reach you. Thriving in a hybrid work environment will set you apart, especially when you’re proactive, solutions-focused, and authentic in your interactions.
The workplace of 2025 is fast-moving, dynamic, and increasingly influenced by technology. Personal branding is no longer optional—it’s an essential aspect of modern professional life. It requires transparency about your goals, self-awareness about your strengths, and the courage to step outside your comfort zone.
Take time to reflect on your professional goals and the image you want your personal brand to project. Developing a strong personal brand ensures you’re ready to make an impact when opportunities arise.
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