Social Work Leadership:
Establish Your Leadership Brand as a Social Worker

by Becky S. Corbett, MSW, ACSW, and Elizabeth J. Clark, Ph.D., MSW, MPH

An organization’s brand is what its clients, colleagues, community collaborators, partners, and vendors say about its staff, board of directors, products, and services when a representative from the organization is not around. In a similar way, your personal brand is what people say about you when you are not in the room. It is who you are and what you do. It is how your friends, family, neighbors, and colleagues see you. Jeff Bezos, CEO of Amazon, says, “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well” (Brown, 2016, p. 1).

Brown, R. (2016). Build your reputation. New York, NY. John Wiley & Sons Ltd.


Cite: Corbett, B., & Clark, E. (2018). Social Work Leadership: Establish your leadership brand as a Social Worker. The New Social Worker®: The Social Work Careers Magazine. Retrieved from