Why Personal Branding Is Crucial for CEOs in Today’s World
The impact of a CEO’s personal brand on the perception of their organization has become more significant than ever. This is why personal branding is a key tool for modern leaders to leverage. Research indicates that when senior executives are active on social media, 82% of people are more likely to trust the company, and 77% of consumers are more likely to make a purchase. Moreover, 50% of Millennials expect CEOs to speak out on societal issues.
The Hesitations of the Modern CEO
As a GenX CEO, you might be hesitant to invest in your personal brand. You didn’t grow up with cellphones or develop a habit of sharing your opinions online. Many leaders hesitate to be in the public eye because they prefer to focus on building a world-class organization and inspiring a strong company culture. Discretion and careful decision-making are often ingrained in their leadership approach.
However, the world we live in has changed, and hiding behind the curtains of the organization is no longer an option. With nearly 50% of Millennials expecting CEOs to speak out on societal issues, silent leaders risk criticism from employees, the media, and consumers.
The Importance of a Visible Public Profile
Research shows that workers expect their employers to take a stance on societal issues such as climate change, automation, and racism. This has led to prominent CEOs speaking out on these topics. Companies like Goldman Sachs, Salesforce, PayPal, Merck, and Walmart have all taken positions on societal issues.
However, it’s crucial to maintain consistency and alignment with your brand across all marketing efforts. Companies and CEOs that deviate from their core brand values and make knee-jerk decisions to capitalize on trends can face significant backlash.
Defining Your Personal Brand Positioning
To establish a personal brand, CEOs should focus on their core beliefs and values. A personal brand positioning statement should reflect a core belief, value, or trait that aligns with your purpose. For example, a CEO may focus on “timeless principles” or “interiority,” depending on their industry and core values.
Here are some exercises to help you uncover your brand positioning:
- Build Your Lifeline: Identify significant moments in your personal and professional life. Look for patterns and engage with a researcher or personal branding agency if needed.
- List Core Values: Determine which values express the essence of who you are.
- Identify Unshakeable Points of View: Determine if you have any unshakeable beliefs that you would defend at any cost.
Once you have identified your personal brand positioning, you can work with a branding specialist to create a concept that you can own.
What to Do Next
After establishing your brand positioning, you need clarity on the following:
- Brand Descriptors: Define how you want to be perceived.
- Brand Voice: Decide how you want to sound both online and offline.
- Content Pillars: Determine the topics you want to be associated with and those you want to avoid.
- CEO Story: Replace your traditional bio with a story rooted in your experiences and beliefs.
By developing a strong personal brand, you can enhance trust in your organization, positively influence consumer behavior, and make meaningful contributions to societal issues. Personal branding is an inevitable part of modern leadership, and now is the time to build and scale your personal brand for a successful future.
Contact a branding specialist today — we are here to help guide you through the process of building a strong personal brand. By investing in your personal brand, you can elevate your leadership, build stronger connections with your audience, and make a lasting impact on your industry and beyond.
