Boss Branding: How Executive Assistant’s Elevate Performance

As Executive Assistant’s our jobs extend far beyond just support and logistics. An accomplished Assistant quickly becomes a strategic partner, working as a seamless extension to their executive. Successfully managing your boss’s image and reputation directly affects business outcomes, not to mention makes you look good!

Why does it matter?

Managing your boss’s image and performance is more than just ‘making them look good’, it is about strengthening the foundations of their leadership and in turn the organisations success.

As Executive Assistants, we sit at the intersection of communication, relationships, and strategy, uniquely positioned to shape how our Executives are perceived and how effectively they operate. If we can proactively anticipate needs, protect their time, and elevate their visibility we are no longer just supporting them but amplifying their impact.

Key areas where EAs can influence!

1.   Communication

• Draft and review emails, speeches and presentation. Ensure company branding and values are adhered too. Establish clarity, tone and alignment.
• Make sure you Executive is always well prepared for meetings. Don’t let them be caught off guard. Conduct thorough research in advance, equip them with key updates and talking points.

2.   Performance Support

• Track deadlines, action points and other key metrics to ensure all deliverables are met.
• Flag delays or potential issues immediately to allow time for rectification.
• Provide reminders and proactive solutions to make sure all deadlines are met.

3.   Reputation Management

• Anticipation of potential issues, provide proactive solutions and mitigate risks before they arise.
• Provide consistent messaging on all matters, both internally and with external stakeholders.

4.   Relationship Management

• Manage all key relationships, maintain strategic contacts. Ensure all correspondence is timely, professional and with the right tone.
• Protect your Executive’s time and reputation, not as a blocker or gatekeeper but in a way that people still feel heard and that they are important. Prioritise key contacts and take care of less urgent matters yourself.

5.   Visibility

• No one likes to announce their own wins, so highlighting key achievements internally and externally as appropriate can really raise your Executives reputation.
• If appropriate co-ordinating any media appearance or interviews as well as important events to maximise their visibility and impact in the market.

EST10’s top tips!

• Always think one (at least!) step ahead!
• Confidentiality and discretion must always be paramount.
• Business goals should dictate priorities, scheduling and messaging.
• Be proactive with communication.
• Collaborate with other teams, be strategic, use your network!
• Put yourself in your boss’s shoes – see their view.

Pitfalls to avoid!

• Gatekeeping too aggressively – we have all experienced that one!
• Don’t wait, failing to escalate issues early often results in a bigger issue.
• Missing opportunities to amplify achievements.
• Don’t be afraid to speak up!