News Details
A CEO’s or Founders’ action has a massive impact on the way the brand is perceived, as they are the public face of the brand/company. More so, a CEO’s/Founder’s action can wipe off millions of dollars from the company’s value.
You have often read reports of Tesla’s share tumbling down, whenever Elon Musk gets controversial on social media. Also, you might have seen media reports on Tesla’s share price fall, after Elon Musk set up an online poll to decide whether or not to sell 10% share in the car manufacturer.
What if the CEO/Founder invests in building their personal brand? The CEO/Founder can use their position to build strong brand recognition and impact the company’s growth. More so, people will develop a human connection with the brand, its business, and boost its value.
Here we bring you five ways on how CEO’s/Founder’s branding matters to a company.
1. Share your Company’s Story
A good company story is the first thing that comes to mind when people think about your company. Your story helps customers, potential employees, and current team members connect emotionally with your brand. By sharing your company’s values, mission, and purpose, you make it easier for them to understand what you stand for.
For Instance, Apple is a great example of how an origin story can shape a brand. The company started in 1976 when Steve Jobs and Steve Wozniak built their first computer in a garage. Their goal was to create user-friendly technology that would change the world. This simple yet powerful story highlights innovation and creativity, which are now core values of Apple. By sharing this story, Apple connects with its customers on a deeper level. People see Apple not just as a tech company but as a brand that encourages them to “think different.” This connection makes customers more loyal and inspires them to support the brand because they resonate with its mission and history.
Here’s how you can get started:
- Work with your CEO/Founder to Develop a compelling origin story
- Identify the most effective way you can share it across
Not sure where to begin? At BrandVista we help CEO’s/Founders to develop a compelling story that speaks for itself.
2. Being the Company’s Leading Voice and Identity
The CEO is the public representative and spokesperson for a brand. They are the individuals that customers, competitors, and others in the industry associate with your company. The way they engage with the public—both online and in person—plays an important role in shaping their personal brand and building the company’s reputation as well. Here’s how CEOs/Founders have established their voice and identity:
- Articles: In 2018, Wistia’s founders, Chris Savage and Brendan Schwartz, opted to buy out investors instead of selling the company, taking on $17M in debt to maintain ownership and continue development, which they shared on a blog post.
- Conferences: Safra Catz, co-CEO of Oracle since 2014, has enhanced her industry reputation through regular speaking engagements at conferences like ICON and the She Believes Summit. It builds CEOs’ reputation in the industry and shows expertise.
- Podcasts: On The SaaS Revolution Show, Buffer CEO Joel Gascoigne discussed lessons from his decade-long journey, covering topics like co-founder conflicts, burnout and revenue. This connects to the common challenges faced by man startup founders.
- Media Contributions: James Routledge, founder of Sanctus, strengthens his personal brand by sharing expert insights on mental health in media articles, aligning with his company’s mission.
Let BrandVista prepare your roadmap to begin sharing expertise and building a voice of the company.
3. Get Active on Social Media
To be active on social media for a CEO is an integral part of brand strategy. Here’s how you can maximize your branding from social media:
- Engagement on social media: Research from Sprout Social indicates that 70% of consumers feel more connected to brands when the CEO is active online.
- Visibility and Transparency: Dudler emphasizes the importance of being visible and sharing thoughts openly which builds CEOs reputation. For instance, he engages with clients and shares those experiences on LinkedIn.
- Authenticity Matters: FTI Consulting advises selecting social media channels that align with the CEO’s communication style, whether through writing, video, or concise posts. Stick to LinkedIn, or Twitter, or Instagram which fits better for you.
- Broader Engagement: CEOs should share personal interests alongside company news. Former Drift CBO Dave Gerhardt suggests discussing books and podcasts to foster connections.
- Example of Success: Mathilde Collin, CEO of Front, effectively uses Twitter to build her personal brand, sharing insights beyond company updates and establishing herself as a thought leader.
4. Build CEO’s Profile Inside the Company
To build a strong CEO brand, it’s important to have credibility both internally and externally. Alignment between a CEO’s public persona and their actions within the company is essential for maintaining employee trust. Here are key points to consider:
- Internal Credibility: A CEO with a strong external brand but minimal internal presence risks being seen as hypocritical, leading to employee distrust.
- Impact of Disconnect: Employees may share negative perceptions of the CEO with others, damaging both the CEO’s and the company’s reputation.
- Trust in Employers: According to the 2021 Edelman Trust Barometer, employees tend to trust their employees more than other institutions, providing a foundation for building trust in the CEO.
Here are 3 key practical strategies for a CEO to implement:
- Regular Communication: Hold office hours, all-hands meetings, and introductions for new employees.
- Transparency: Share company performance updates and insights on difficult decisions to humanize the CEO persona.
- Visibility: Actively participate in meetings and communication platforms like Slack, or other tools especially in remote settings.
5. Connect CEOs Personal Values with the Brand Vision
Customers are keen on the company’s value. Research by Accenture shows that 52% of consumers prefer brands that represent values beyond their products.
Here’s how a CEO can align the values with the Brand:
- CEO’s Role: The CEO is crucial in communicating and embodying company values, as their personal beliefs significantly impact customer perceptions.
- Consumer Expectations: 86% of consumers want CEOs to address societal issues rather than only discussing their companies.
- Founder-CEOs Advantage: Founder-CEOs often have a strong alignment with company values, enhancing their authenticity when advocating for social issues.
- Trust and Authority: According to Gerhardt in “Founder Brand,” alignment between the founder and the brand fosters trust, making customers feel they are engaging with a credible individual.
- Aligning Later CEOs: For CEOs who joined later, identify societal issues that resonate with both the CEO and the brand, and explore ways to support them through initiatives like charitable work.
Ahrefs raised over $1.5 million to support Ukraine, reflecting the personal connection of its leadership to the cause. CEOs ought to demonstrate their values through actions rather than just words.
Your CEO’s Can’t Build their Personal Brand Alone
For a CEO to build a strong personal brand that goes with the company brand involves the entire team at all levels. It isn’t their job alone. Strong personal brand needs to be consistent at all engagements, from posts to customer call. At BrandVista, we help CEOs build a strong personal brand that resonates with company’s value. Get in touch with us: [email protected] or, call us at- +44 7500 004630.
Article Source: Click to Read