Brand is a leadership system.

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MAUI DERM
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GAIN BUSINESS FACULTY

About Leslie

I advise aesthetic founders and senior leaders on branding as an operating system where strategy, leadership behavior, and media create authority that drives clarity and alignment.

Through Diamond Hands Media®, I help practices and executives in medical aesthetics turn real experience into brand, communication into strategy, and leadership into a system patients trust and teams believe in.

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Leslie Tracey Portrait

The Branded Leadership Manifesto

Be intentional or be irrelevant.
Leadership is a communication system.
Brand is behavior, not aesthetics.
Authority comes from clarity and consistency.
The story you tell becomes the standard your team follows.
Influence comes from alignment, not activity.

I write about six topics
to help aesthetic CEOs build
powerful, profitable brands.

01

Leadership & Founder Behavior

Writing on how founders lead, decide, communicate, and set standards—especially in high-stakes, patient-facing businesses where behavior defines brand.

02

Aesthetic Business Strategy

Operational clarity and strategic growth structures for scaling high-performance practices.

03

Brand Authority & Thought Leadership

Building a magnetic reputation that attracts premium clients, speaking opportunities, and influence.

04

Team Alignment & Brand Behavior

Create a team whose behavior reflects your brand even when you're not in the room.

05

Visibility & Influence

How leaders command attention, earn authority, and scale their voice without performing for algorithms.

06

Communication & Story Architecture

Messaging frameworks that make your brand unforgettable and impossible to ignore.

The Branded Practice™

Weekly briefings for founders and senior leaders who want to elevate their authority, sharpen their communication, and build brands that scale.

Join 1,500+ aesthetic founders and leaders. Unsubscribe anytime.

The Diamond Hands Podcast

Conversations with aesthetic leaders, innovators, and thinkers shaping the future of the industry.

Episode 55: Mike Glaicar
47 MIN

Episode 55: Mike Glaicar

Strategic insights with Mike Glaicar, CEO of NewBeauty, to unpack how consumer data is reshaping the aesthetics industry.

Episode 56: Jeff Bedard
30 MIN

Episode 56: Jeff Bedard

Jeff Bedard, CEO of Revance and 41-year veteran in aesthetics, shares how he transformed a four-person startup into a global powerhouse with 1,100+ employees across 65 countries.

Episode 57: Christin Trujillo
52 MIN

Episode 57: Christin Trujillo

Christin Trujillo, Partner and Co-Founder of Maven Financial Partners, shares insights from leading hundreds of aesthetic practices, revealing what drives profitability and what quietly destroys the bottom line.

Listen to all episodes

Advisory & Strategic Partnerships

If you're a founder or senior leader looking for guidance on leadership branding, communication, or thought leadership development, my firm Diamond Hands Media® works privately with a select number of clients each year.

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Be Intentional Or Be Irrelevant Book Cover

Be Intentional Or Be Irrelevant

A book on branding, leadership, and becoming impossible to ignore.

In an industry where everyone claims to be different, this book reveals why most practices fail at differentiation and what it takes to build a brand that matters.

Learn the framework that turns leadership into communication, communication into strategy, and strategy into authority that scales.

Read a Free Chapter