Reflections on Brand Leadership: Trust in Action

by Ashley Cheung, Principal & Founder, Virtual Patent Gateway (VPG)

Member of the Communications Committee of ADAPT.legal

The "Brand Leadership: Trust in Action" event reinforced the idea that trust is essential to authentic leadership and effective branding. Reflecting on my journey, I realize my view on personal branding has evolved. I once believed that working for others meant I didn’t need to focus on my reputation, thinking performance alone would suffice. Transitioning from employee to owner taught me that reputation management goes beyond work output; it involves consistency, authenticity, and meaningful connections—key components of trust that underpin leadership and personal branding.

A pivotal figure in this experience was Lauren Dreyer, Partner at Baker Botts, who enthusiastically supported my initiative based on our prior connection. Her trust allowed us to build a strong team and execute the event successfully, even in her absence.

While good ideas don’t always guarantee great results, in this case, our collective efforts culminated in an inspiring evening of connection and exchange. The event not only reinforced the importance of trust in leadership but also demonstrated how collaboration and shared purpose can create meaningful impact.

Our partners included the ChIPs DC Chapter, How Women Lead, Legalops.com, and ADAPT.legal, with sponsorships from firms like Groombridge, Sterne Kessler, and WeLocalize Park IP. Baker Botts provided the venue and resources, enabling a cohesive and impactful event.

The evening showcased the importance of trust through collaborative efforts. Melissa Cohen, a LinkedIn Top Voice and personal brand strategist, moderated a panel with diverse speakers. Michelle Heisner from Baker McKenzie, a Board Member from How Women Lead, recited their organizational credo: for women advancing into leadership, personal branding—being fierce advocates, visible, and supportive—is crucial. She underscored that uplifting others and amplifying collective voices build trust and pave the way for more women to succeed.

Professor Sasha Strauss highlighted that internal self-trust is fundamental: “We can’t believe in you if you don’t believe in yourself.” He introduced brand mindfulness—aligning inner beliefs with external actions—to foster authenticity and credibility. Monica Phillips added that transparency and honesty strengthen relationships through vulnerability. Sharing personal experiences, like clarifying misunderstandings, demonstrated how authenticity deepens trust and loyalty.

The event highlighted that genuine confidence—paired with clear, intentional communication—is the heart of effective leadership. When our internal values align with our actions and create brand consistency, trust blossoms effortlessly. Leaders who embody integrity, self-awareness, and a strong commitment to their principles inspire communities rooted in shared values and mutual respect. With a clear sense of direction and an inspiring vision, leaders can motivate others to reach new heights. While reputation matters, it is character and unwavering integrity that truly sustain lasting consistency, inspiring loyalty, confidence, and growth within teams and across organizations.

Additionally, trust involves managing change and uncertainty. Shawnna Hoffman discussed the Yellow Rock Theory, which illustrates the importance of maintaining stability and optimism during turbulence, fostering resilience. Ivy Estoesta’s advocacy for family-friendly policies showed how genuine concern for others’ well-being cultivates loyalty. Emotional resilience and empathy are vital for building lasting trust.

Ultimately, trust is mutual and sustained through active listening, support, transparency, and integrity. Leadership is about setting an example and nurturing relationships, not titles. By demonstrating vulnerability and aligning actions with core values, leaders foster environments where trust can thrive, empowering growth and innovation.

This event reaffirmed that authentic leadership rooted in trust creates ripple effects across culture, organizations, and society. Building and maintaining trust requires continuous effort and self-awareness. The principles shared remind us that true leadership is defined by authenticity, transparency, and unwavering trust—qualities that inspire meaningful, lasting impact.