Own your lane: The importance of personal branding for women leading internal audit

When people talk about personal branding, it can sometimes sound like something reserved for influencers or entrepreneurs, not auditors. After all, internal audit is often viewed as a profession grounded in objectivity, rules, and compliance.

But here’s what I’ve learned: in a field where many of us follow the same standards, your personal brand may just be your most important differentiator.

Take it from me, someone who once ended a client meeting with the words “cool beans.” Sure, I sometimes could use more polish, but I’m authentic. And I’ve always believed clients want to connect with someone real.

As a recently named Partner at MNP, owning my personal brand has helped me stand out and build meaningful relationships with clients.

So, what is a personal brand?

What do you think of when you think about a personal brand? A flashy social media bio? A perfectly curated content calendar?

I like to say it’s who you are, beyond your technical expertise. It’s how you show up, treat, and interact with people. It’s what makes someone say, “You should really talk to her.”

According to Harvard Business School Online, a personal brand is the intentional and strategic practice of defining and communicating your value. At its core, it’s expressing your values, strengths, and voice in a way that demonstrates what makes you unique.

By determining your individual value proposition and communicating it in a way that’s authentic to who you are, it can help you attract clients, be considered for promotions, and connect with like-minded people.

In a role like internal audit, where compliance looks the same and methodologies are standardized, what really sets a leader apart is the human element. That is, how you show up and the experience you provide as a professional and leader.

Why it matters for women

For women specifically, personal branding is more than a professional asset, it can set you apart in a room full of men.

Women bring unique strengths to the table as leaders. But if you don’t have a sense of who you are, what you stand for, and how to express it authentically and effectively, you risk being muted or overlooked.

Early in my career, I looked up to women in leadership positions but noticed many emulated the men around them. They likely felt they had to play the game to get ahead and be heard. And while I respect the path they forged, I sometimes felt like I couldn’t bring my full self to the table unless I mirrored that behaviour.

Instead, I chose to lead differently and sought out mentors who matched who I wanted to be. I made (and continue to make) an effort to surround myself with collaborative, supportive, values-driven women. This helped me redefine what a woman in leadership looks like.

I also chose to consistently show up as who I am. That means being the same candid, direct, conversational individual whether I’m in front of an audit committee or in front of my team.

I’ve learned that this authenticity resonates with people. And, perhaps more importantly, staying true to who I am helps me feel connected to the work I do and to my style of leadership.

Build your brand with intention

If you’re thinking of building your personal brand, start by reflecting on your values, strengths, and what sets you apart. Ask yourself questions like:

• What do I care about? What are my values?
• What do people consistently thank me for?
• Why would someone call me — not just for my title, but for me?
• What do I want to be known for? What don’t I want people to know me for?
• How do I offer value?

From there, Harvard Business School Online recommends coming up with a sentence or some points that clearly communicates the value you bring to the table. It may take a few tries to find something that feels impactful to you.

For me, it’s all about collaboration, clarity, and care. My value proposition reads something along the lines of, “I’m a leader in internal audit who shows up with integrity, humour, and as a true partner. Even when things get tough.”

You don’t have to overhaul who you are. You’re just amplifying the parts of you that matter most.

Now, let it show up everywhere

Personal branding isn’t something you do once and then forget about for months. It’s something you carry with you into meetings, mentorship conversations, LinkedIn posts, and speaking engagements.

We often think of personal branding as something we project externally, but I’ve found it just as important inside your organization.

When it comes to performance conversations, promotions, and leadership opportunities, it’s about more than how technically sharp you are. It comes down to how you lead. Do people want to work with you? Do you nurture your relationships? How do people describe you?

These things matter more than you might think.

Now, this doesn’t mean being the loudest person in the room. But consistency does matter. Are you the same person in a boardroom as you are on a call with your team? Do your values come through when you present your work? How do you provide feedback?

When done right, your brand makes you relatable, visible, and trusted.

Why it’s worth it

I didn’t set out 15 years ago with a fully formed personal brand. I just leaned into what felt natural to me. Over time, I learned to be more intentional about how I express my value.

If you’re hesitant to put yourself out there, here’s what I’ll leave you with: Your brand is your superpower. It reflects what energizes you, what drives you to show up, and what you bring to your clients and team that no one else can.

An audit is an audit. But the experience someone has when they work with you — that’s what builds trust and brings people back.

And that’s why it’s worth it.