A brand represents a guaranteed expectation. Branding allows an organisation, product, or public initiative to establish its identity and stand out among “no-names.” When consumers see a brand, they receive information before even engaging with the product.
A CEO is as much a face of the business as the logo. A study by Brunswick reveals that 88% of investors make decisions based on information from digital sources, underscoring the importance of CEOs communicating through these channels. The report also highlights investors’ preference for hearing directly from senior executives, emphasising the power of a top manager’s personal brand.
A company can incur losses or gain profits based solely on its leadership. For example, in 2011, after Steve Jobs left Apple, the tech giant lost $20 billion due to falling stock prices.
Today, public figures are closer to their audiences than ever before. Business representatives actively engage with people, with top managers often acting as newsmakers, providing expert commentary to the media, or maintaining personal blogs. Simultaneously, public expectations of the business community have risen. Harvard Business School, notes that 77% of consumers are motivated to purchase from companies committed to making the world a better place and that 73% of investors state that efforts to improve the environment and society contribute to their investment decisions. All such initiatives are impossible without the involvement of the company’s leaders.
It is essential for C-level executives to be accountable not only to the board of directors but also to the community in order to remain competitive. It’s also crucial to consider partners. Research indicates that nearly half of those looking for business partners conduct background checks through Google, Yahoo!, Bing and other localised search engines.
Building a Personal Brand
A well-crafted media image is essential not only for actors, politicians, bloggers, and athletes. CEOs of start-ups and established companies that drive entire industries forward need it just as much. A strong reputation and memorable image can boost sales and attract investments. When given a choice, consumers will gravitate towards the product or service associated with a compelling personality.
Building a media image is a gradual process. It involves three main channels: social media, online news outlets, and personal search results. To create and successfully develop a personal brand for an executive, several guidelines should be followed:
- Focus on specific goals and objectives. Executives must define the key message their persona should convey and consistently adhere to it. Clear positioning is necessary so that whenever the person is mentioned, the audience envisions a specific image.
- Be an expert. An executive is a source of both knowledge and unique expertise. Their words, backed by years of hands-on experience, inspire trust. A well-informed top manager is an invaluable spokesperson for any media outlet.
- Maintain a strong value system. An executive’s media image should resonate with the audience. Allen Gannett, author of “The Creative Curve,” emphasises that creating an authentic narrative is the most effective personal branding strategy.
- Be aware of your weaknesses and be prepared to mitigate them or turn them into strengths.
- Be consistent. Consistency is key to achieving recognition. Abrupt changes in appearance or opinions can undermine the effectiveness of an executive’s personal brand. If changes are necessary, continuity can be highlighted through a signature phrase or an element of their image.
A well-developed personal brand model consists of several elements. Besides positioning, it includes the professional demeanour of the individual, such as a democratic management style, tactful communication with subordinates, or fair distribution of bonuses. It’s also essential to pinpoint a key area where the executive can establish themselves as an expert – be it crisis management, competitive strategy, or team building. Additionally, a well-rounded personal brand should include “non-work” traits like hobbies, interests, and habits.
An established personal brand requires ongoing maintenance, which involves sharing updates, participating in conferences, and generating newsworthy content. Equally important is sustaining a positive reputation by managing negativity and addressing criticism. Building a successful personal brand for an executive hinges on strong leadership qualities. Employees often emphasise their leaders’ abilities to inspire, think strategically, and make decisive choices. As competition intensifies and instability increases, the need for effective leadership becomes even more vital.
The result of a well-developed personal brand is a vivid and memorable image of the executive, capable of attracting clients, partners, and investors, and enhancing trust. Recent research indicates that 45% of an organisation’s reputation is based on its leader’s personal reputation. Poor performance can negatively impact not only the top manager but also the business as a whole.
Personal Brand Promotion Strategy
A personal brand strategy should be customised to reflect an individual’s unique traits and goals. However, there are several widely applicable methods and tools that, when combined effectively, can maximise results in each specific case.
Building a personal brand starts with positioning. This involves defining the core concept of your media image by evaluating your strengths, identifying your target audience, and selecting appropriate communication channels. It’s also important to consider regional nuances when working in international markets. For instance, in Japan, where business culture highly values long-term tenure with a single company, emphasising frequent job changes over the past five years might not be well-received. Additionally, the content itself should be unique and reflective of personal experience.
Selecting the right communication format is vital for promoting a personal brand. This can encompass written content — such as brief posts, detailed analytical articles, and interviews — or video materials. Although video production is more resource-intensive, strong public speaking and on-camera skills can significantly improve your image and engage your target audience.
Social media provides one of the most accessible ways to engage with an audience for personal brand promotion. This might involve posts on platforms like Facebook, Instagram and X (Twitter), networking sites such as LinkedIn, or being active in professional communities and public organisations that focus on specific areas of interest. These platforms facilitate not only interaction with users but also connections with other media personalities. A personal website can provide a more comprehensive view, featuring sections like a blog, articles, and forums. For those adept at live interactions, public speaking, especially within professional networks, can also be highly effective.
However, maintaining a social media presence is not always essential for business leaders. There are currently two contrasting trends: some executives actively develop personal social media accounts to engage with audiences, while others choose to avoid social media altogether. According to Forbes, fewer than 50% of CEOs from Fortune 500 companies are active on social media. Daniel Newman, principal analyst at Futurum Research and CEO of Broadsuite Media Group, notes, “I think their [CEO] focus on growing their business instead of posting online is a perfectly OK strategy.”
A more effective channel for showcasing a CEO’s expertise is the media. Traditional digital media is highly effective at reaching a targeted audience and tends to enjoy strong trust levels. Business users often gravitate towards online news outlets and search engine results followed by social media platforms like X (Twitter) rather than engaging with TV channels and publications – the latter take time to nurture but can lead to long-term relationships, which unquestionably help in cultivating a loyal and consistent audience.
Exploring new platforms can also be advantageous. This might involve engaging with emerging sites and actively interacting with their audiences. However, as seen with the rise and fall of Clubhouse, investing in such platforms carries risks.
The next step is to create a content plan. For effective personal brand promotion, it’s essential that publications are released on a regular basis. The flow of information should be steady; otherwise, audience engagement will weaken. At the same time, it’s worth noting that publication frequencies vary depending on the communication channel. For example, in X (Twitter) it is usually faster than LinkedIn due to its focus on real-time communication and more opportunities for feedback. A well-thought-out communication plan helps you concentrate on content creation without the distraction of constantly searching for new topics.
Consistency and Results
Building a personal brand requires consistent effort – it’s not just about posting updates but also engaging with relevant news topics. Moreover, it’s crucial to keep online information current; outdated content can appear in search results and potentially harm the executive’s reputation.
Communication strategy can target both external and internal audiences. For internal engagement, the range of tools expands and may encompass the design of the executive’s office, the manner in which they communicate with other employees, and the way they manage their team.
Successfully implementing a personal brand strategy demands both time and a professional approach. It’s essential to involve experts who can not only develop but also effectively promote the personal brand. Bringing in such specialists can greatly boost the success of the entire media campaign. The team responsible for managing social media, traditional media, and search engine results should possess the right expertise and technical skills. Moreover, incorporating a creative approach can make the content go viral.
In a highly competitive landscape, individualisation is key. A holistic approach that covers every facet of building and sustaining a personal brand creates a strong foundation for long-term personal growth, unlocking new opportunities and prospects for years ahead.
FAQ
- Why is it important for a CEO to have a personal brand?
- An executive’s personal brand is a significant asset for the company. It not only enhances visibility but also attracts clients, investors, and business partners. Ultimately, a positive media image of the executive can provide a competitive edge in the marketplace.
- What steps are needed to build a strong personal brand?
- Start by defining your brand concept, selecting the right communication channels, and creating a content plan. Since each situation is unique, a tailored approach is essential. Working with a qualified specialist can greatly boost your success in developing a compelling personal brand.
- How can a personal brand contribute to successful leadership?
- A CEO is more than just a manager; he or she is also a leader. A personal brand emphasises this dual role: it showcases the executive’s ability to generate ideas, lead by example, and inspire those around them with a dynamic presence. Their track record of success fosters confidence and trust. This strong personal brand equips leaders to handle crises effectively and find solutions to any challenge.