At certain points in their career, executives want to keep growing inside their organizations or outside. Maybe they want to position themselves for a promotion or new job, sit on boards, or be recognized as an industry leader.
Just as businesses work hard to build brands that resonate with customers and clients, executives need to do so as well. Marketing yourself and establishing yourself as a thought leader in your industry can help advance your career and provide a boost to your business.
One study showed that as much as 44% of a company’s market value may be tied up in its CEO’s reputation. 70% of consumers say they feel more connected to brands when executives have an active online presence.
In today’s competitive landscape, personal branding for executives can create a strategic edge.
Executive reputation management isn’t just about posting positive things or press releases. If you want to connect with your target audience and build a compelling personal brand, you need to understand the core components.
Think of it as a three-legged stool, made up of authenticity, expertise, and visibility:
Without all three of the elements in play, you aren’t likely to have success. However, on top of the stool, you need another key component: value. If you can provide expert, relevant information that your audience finds valuable, you are more likely to be successful in your goals.
Your personal branding strategy needs to start within the workplace. How you carry yourself, work with others, and treat others makes a difference. You must project the personal brand values you aspire to within your organization and your industry.
A focus on strong leadership, thoughtful communication, and solid decision-making are core components. When building your brand, look for opportunities to showcase these skills, such as leading projects, mentoring colleagues, or participating in industry events to showcase your skills.
This requires a high level of emotional intelligence to manage interpersonal relationships and see yourself as others view you.
An online leadership presence will be an important channel to achieve personal branding for executives. Your social media profile, posts, and online presence can help establish and enhance your brand.
First and foremost, you must maintain a professional image online. While it’s OK to show personality and give a glimpse into your personal life, the most valuable attribute is your knowledge. Sharing thought leadership helps set you apart from those simply trying to market themselves or their company.
What should thought leadership content entail? One survey of consumers ranked the type of content they want most:
Explore how executives can use social media platforms to enhance their personal brand, including tips on content creation, engagement, and maintaining a professional image online.
Social media can be tricky though. It’s a personal medium, but you have to ensure everything you post is appropriate for your professional image whether it’s LinkedIn, Facebook, X (Twitter), or anywhere else. While there’s a difference between what resonates on different platforms, stay true to your core values — provide thought-provoking content, highlight industry trends, and help others solve problems.
Post regularly to grow an audience and find opportunities to interject your expertise into other people’s posts to start conversations. You can then carry forward conversations in person or through emails. It’s also a great way to start talking about how you or your company can provide specific solutions to their problems.
Networking will be an important part of personal branding strategies for executives, but it’s often misunderstood. Execs often see networking as talking about themselves. It’s really the opposite. Networking is an opportunity to ask questions. Lots of questions.
People like talking about themselves and the more you can draw them out, the more you will stand out as someone interested in their thoughts and opinions. The more you learn, the more you can show them how you can help. Dale Carnegie perhaps said it best in his book, How to Win Friends and Influence People: Become genuinely interested in other people. Make the other person feel important — and do so sincerely.
Industry events are a great way to network and build your personal brand. They also may offer opportunities to present ideas to other industry leaders through speaking engagements, roundtables, and workshops.
Brand-building strategies can evolve over time. It’s important to monitor your personal brand to reflect career growth, changing goals, and market trends.
For example, you may be currently in a COO role and looking to transition to CEO. You can shift your content and interactions to align more with CEO functions to show others you understand the role and its impact.
Your personal brand is the culmination of your experiences, skills, and values that differentiate you from others. By crafting the right message over time, you can increase the likelihood of career advancement through branding.
It takes an investment of time and a willingness to share your thoughts and solutions to establish and enhance your personal brand, but it’s a strategic investment in your career.
How can executives balance authenticity with professionalism in their personal brand?
Executives should remain true to their core values and personality while presenting themselves in a polished and industry-appropriate manner.
What are common mistakes in executive personal branding and how to avoid them?
Keep your content professional and avoid politics. While it’s OK to have opinions, remember that you are representing your company or board as well.
How does personal branding differ for executives in transition or looking for new opportunities?
You can reframe your expertise and show how your career has taught you the skills you need to excel in a new role. You might also want to increase your online frequency and networking.
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