With personal branding coming front and center for many corporations, it is a no brainer that minority leaders need to take branding seriously. Personal brands reflect our values, and more customers are researching the face behind the company, searching for values that align with their own. A strong personal brand can be a way for minority leaders to reduce the impact of racial bias in their industry.

Personal branding offers a chance to break stereotypes around certain minority groups. Your brand can be a platform to discuss issues in the workplace, or empower communities to keep pushing for equality. By incorporating these values into your brand, you can influence your corporate culture and shift community perceptions. Your values are far more memorable than your skill set, and will be remembered long after you are gone.

Becoming recognized as a thought leader in your industry also gives you more opportunities to spread your influence. Other companies may invite you to speak at conventions and events, and your brand can continue to grow. While putting yourself out there can feel vulnerable, it paves the way forward to greater influence. More people will become familiar with your values, and will rewrite biased narratives. This is how personal branding can benefit minority leaders, even in the most difficult times.

Read more on Forbes: How A Strong Personal Brand Benefits Minority Leaders During Turbulent Times