‘Like movie stars, who signal the expected quality of an upcoming film,
CEOS act as a signal of a company’s expected performance for stakeholders’
Marc Fetscherin
A company’s value is closely tied to the value of the person who leads it. Communication is a fundamental part of a leader’s role. It is often seen as just another task, but today’s successful executives are increasingly evaluated based on their ability to influence their target audience. Traditionally, CEOs are assessed mainly through financial metrics. However, this overlooks the fact that business performance can also be significantly enhanced by the trust and respect a leader earns within a multistakeholder environment. Investing in CEO branding has therefore become a key strategic decision for business growth. This is already supported by senior executives interviewed in a KRC Research study, who estimate that a CEO’s reputation contributes to nearly half of a company’s reputation (50%) and almost half of its market value (44%).
We should also remember that companies are made up of people, and people naturally prefer to work with someone they know rather than a stranger. This is why it is strategically important for CEOs—and C-level executives more broadly—to become influential figures within their industry, using all available communication channels (social media, PR, speaking engagements, etc.) to build strong relationships with their audiences.
Take Elon Musk as an example. Over the years, he has built a powerful personal brand through social media, positioning himself as one of the most influential innovators of our time. It is hard not to wonder whether Tesla would be as powerful today if Elon Musk were unknown. Another clear example is Apple. Everything started with Steve Jobs, who became a defining leader for a generation of people passionate about technology. This undoubtedly contributed to increasing the company’s value, which reached $612 billion in 2020, according to Statista. Alongside these well-known cases, there is also a growing number of mid-sized companies that are beginning to understand the power of CEO branding and are realising they need to invest in it.
Let’s try to define some key concepts.
What exactly is CEO branding, and what are its objectives?
CEO branding is a strategic tool used to reinforce a company’s vision, mission, and positioning by communicating the identity, values, and personality of its leader. It has three main objectives:
- Publicity: the dissemination of company news through media channels, mainly PR. In this context, the CEO’s image and credibility play a crucial role.
- Leadership: internal communication within the organisation, ensuring that strategic decisions are effectively translated into action across all levels of the company.
- Corporate branding: closely linked to brand awareness and positioning, as a positive image of the CEO increases the company’s attractiveness for both business opportunities and talent recruitment.
How is a CEO branding project structured?
It typically follows a structured plan, including:
- Analysis of key stakeholders
- Evaluation of the company context and competitors
- Definition of objectives and target audience
- Strategic planning
- Development of executive branding through a dedicated multi-channel content strategy
If you want to learn more about how it works, get in touch with us at info@bbrand.biz to book a meeting. We would be happy to present our CEO suite and help you build your brand identity and accelerate your business growth.