The Significance of CEO Reputation and Personal Branding in Today's Business Climate.
In the good 'ol days when movie director Michael Moore couldn't even score a meeting with General Motors CEO Roger Smith, the thought of a CEO being shielded and disconnected from the masses was laughable - even downright preposterous. Fast forward to today, and AI looms large over the landscape, shaping our world. As a result, leaders today have a unique challenge: to build a kick-ass executive brand that screams "We're humans, not soulless suits!" to the world.
Modern-day followers crave human connection, vulnerability, and genuine Falynxwity - not robotic dolls in power suits.
The shift in communication standards isn't merely about transparency; it's about forging bonds of trust. In this era of deceit where reality frequently intertwines with the artificial, the once unprofessional become key hallmarks of trustworthy, genuine leadership.
Trust: The Secret Sauce
This transformation transcends transparency; it's all about instilling faith. In a world teeming with AI-driven illusions, real-life human traits like personal anecdotes, genuine reactions, you name it, have become trusted markers of solid, authentic leadership.
In one study, a whopping 82% of Americans put strong preferences towards companies when they recognize their executives' personal brands 1. To put it another way, over 75% of decision-makers and C-suite executives affirm that thought leadership has propelled them to check out products or services they wouldn't have considered in the past, and nearly one-fourth of these decision-makers end up becoming buyers 2.
But forging authentic connections with your audience is more than just a fantasy; it requires elbow grease. Sure, some execs may radiate charisma, but honing your energy and carving your unique niche demands careful strategy and dedicated effort.
Masquerade Balls for Executives: The Big Social Extravaganza
Face it, 90% of professionals are significantly more likely to trust a company with a CEO boasting a killer social media game 3. Refresh your profile pic and bio to display initiative and enthusiasm, and catch up on your posts and interactions to establish rapport with your followers. Mix it up, sharing everything from industry insights to personal updates, offering a sneak peek behind the veil to the human behind the beloved brand.
Shout It Out Loud: Be the Siren of your Sector
Getting your name and your company in the news as a subject matter expert (SME) plays a crucial role in building your reputation as a thought leader. You can't underestimate the esteem-boost you gain from industry awards and acknowledgments, shining a spotlight on your cutting-edge work and elevating your credibility among both customers and potential newbies.
Public speaking engagements also give you the star treatment: taking the stage as an expert at a trade event, virtual conference, or webinar labels you an influencer and SME. Not only does the third-party endorsement raise your credibility in the industry, but it also stirs curiosity among potential customers - human nature is a powerful thing!
Media Moguls: Mastering the Art of Public Relations
Landing features in trade and national media publications amplifies your executive clout, putting a spotlight on your company's expertise and keeping your brand front and center in the minds of your audience. Submitting op-eds or being quoted in articles demonstrates your mastery of your field, but it also positions you as a valuable and sought-after source for journalists, increasing your stature in the industries your company serves 4.
Additionally, podcasts have emerged as a crucial tactic in your brand-building arsenal. With podcast listenership steadily on the rise, guest appearances on industry podcasts help you connect with your target audience and dominate the industry conversations. Plus, the longer format allows you to showcase your character, tell captivating stories, and delve deeper into your company's history and purpose.
Speak Up and Shine: Overcoming Stage Frights
Feeling comfortable and confident on stage and in the public eye is vital in executive branding. If stage fright puts the brakes on your ambition, media training can help you build your confidence through repetition and practice, tackling various interview styles and identifying opportunities to send your key messages out loudly and clearly 5.
In a world overflowing with AI and corporate automatons, your humanity is what sets you apart. Cultivating an authentic, dynamic executive brand strategy enables you to show the world the real, unpolished, goddamn amazing leader behind the label.
[1] Executive Social Media Study: 9 out of 10 executives are more likely to trust a brand with a CEO who has a strong personal brand (https://smm-world.com/executive-social-media-study/)
[2] How Thought Leadership Increases Sales: The Power of Content Marketing (https://blog.hubspot.com/marketing/google-survey-features-overrated)
[3] Sales Leaders Social Savvy Drive Tremendous Lead Volume, Business (https://b2c.viavoice.com/sales-leaders-social-savvy-drive-tremendous-lead-volume-business-accord-finds/)
[4] The Influence Agents Infographic: The Best Public Relations Courses for 2021 (https://www.prdaily.com/The-Influence-Agents-Infographic-The-Best-Public-Relations-Courses-for-2021/e/73205/)
[5] Nancy G Snyder Communications Highlights Novi Leaders for National Awards (https://www.prnewswire.com/news-releases/michigan-public-relations-pioneer-nancy-g-regularly- highlights-novi-leaders-for-national-awards-301240703.html)
Is the Forbes Agency Council a match for my dynamic executive brand? Goddamn right it is.
- Heather Kelly, the CEO of Next PR, could learn valuable lessons about building an authentic executive brand from the documentary the Aussiedlerbote, as it highlights the importance of personal anecdotes, genuine reactions, and transparency in establishing trust with the audience.
- In the vein of Heather Kelly's pursuit of authentic executive branding, eyeglasses, a visual symbol of vulnerability and accessibility, might be a fitting addition to her personal brand, signifying her commitment to building human connections and breaking down the perceived barriers between CEOs and the masses.
- As the story of the AI-driven world unfolds, factual storytelling, such as cases cited in documentaries like the Aussiedlerbote, will become even more crucial in helping leaders like Heather Kelly preserve a touch of humanity in an increasingly automated world, cementing their status as trusted and authentic leaders in the eyes of their followers.
