The 5 Most Important Personal Branding Skills for Personal Assistants

3 May, 2015

Dress Repeat Personal Assistants

Gone are the days when personal assistants were needed to simply type and make travel arrangements. Often the executive herself is able to tick these off the list, which means the demand for an everyday PA is disappearing.

Or is it?

A good personal assistant is still highly sought-after and what makes her worthy is not just her solid skillset, but how she differentiates herself from her peers. In other words, her personal brand.

It’s your softer skills that define what make you special and different and allow you to stand apart from the rest. Arguably nowhere is this more vital than in the world of personal service.

As a PA, here are 5 core areas that decide whether you stay or go away:

1. Trust

Your most vital task is keeping secrets. Because you have access to classified information your integrity and reliability are paramount. Remember it takes years to build trust and just moments to take it away.

2. Social skills

You have to protect your boss from unwanted calls and visitors and at the same time treat intruders with tact and respect. It’s delicate, it’s tricky and it requires a social savvy that’s cultivated with years of practice.

3. Social presence

How you show up not only speaks volumes about you but also your boss. From how you dress to what your LinkedIn profile looks like, you are doing a dual reputation-enhancing job and your employability depends on it.

4. Network

For you to be noticed you need to be connected to the right people. It’s no use hiding your light under a bushel when your services will benefit cross-functional teams and volunteer groups.

5. Being pro

Organising meetings, handling correspondence, preparing presentations, managing events, listening effectively and being verbally fluent: performing these activities professionally is your permission-to-play.


Developing your personal brand takes effort and hard work. Begin by becoming more aware of your skill level in each of these areas and then consciously strive to build on them. Learn from your successes and failures. Be brave. Be confident.

Have I missed any? What other skills do think are needed to be an outstanding personal assistant?


Robyn Young - Personal Leadership Branding for Executives

About the Author

Robyn Young

As a personal leadership branding strategist, Robyn Young helps individuals identify and articulate their unique strengths, values and goals, empowering them to build an authentic personal brand that resonates with their stakeholders.

Robyn has a keen eye for aligning personal attributes with professional aspirations, helping her clients project a powerful and compelling image in their chosen field.