{"id":2386,"date":"2022-02-09T11:54:04","date_gmt":"2022-02-09T11:54:04","guid":{"rendered":"https:\/\/bbrand.biz\/?p=2386"},"modified":"2025-08-26T09:56:16","modified_gmt":"2025-08-26T09:56:16","slug":"why-ceo-branding-can-get-your-business-off-the-ground","status":"publish","type":"post","link":"https:\/\/bbrand.biz\/en\/why-ceo-branding-can-get-your-business-off-the-ground\/","title":{"rendered":"Why CEO branding can get your business off the ground?"},"content":{"rendered":"

‘Like movie stars, which are a signal <\/em>of the expected quality<\/em><\/p>\n

of a movie about to be released, <\/em>CEOs serve as a signal <\/em><\/p>\n

of the performance expected <\/em>of the company, for stakeholders’<\/em><\/p>\n

Marc Fetscherin<\/em><\/p>\n

 <\/p>\n

The value of a company is closely tied to the value of those who lead it. Communication<\/strong> is a very important part of an executive’s job<\/strong>. It’s often thought of as just another activity, but today’s successful leaders are increasingly measured by their ability to influence<\/strong> their target audience<\/strong>. Typically, we are accustomed to evaluating a CEO<\/strong> based on economic metrics, not taking into account that business performance<\/strong> can be improved by the trust and respect an organization’s leader can earn from a multistakeholder perspective. Investing in CEO branding<\/strong> today has become a key strategic choice for business growth<\/strong>. We’ve been hearing this for a few years now from senior executives who, surveyed as part of a KRC Research<\/a> <\/span>study, estimate that their CEO’s reputation contributes nearly half of the company’s own reputation (50%) and market value (44%).<\/p>\n

 <\/p>\n

Let’s not forget that companies are made of people and people, by their nature, prefer to work with someone they know rather than a stranger. Hence the strategic importance for a CEO or, more generally, for a C-level<\/strong> to become a truly successful influencer in their industry, using all the communication tools<\/strong> available (Social Media<\/strong>, PR<\/span><\/a>, Speaking Platform interventions…) to create strong relationships with the target audience.<\/strong><\/p>\n

 <\/p>\n

Let’s take the case of Elon Musk<\/strong>. Over the years he has developed through social media<\/strong> a strong personal brand<\/strong>, positioning<\/strong> himself as one of the most influential innovators of our time. It is inevitable to wonder if Tesla<\/strong> would have been such a powerful company if no one had known Elon? Another striking example is Apple<\/strong>. It all started with Steve Jobs<\/strong> who became the leader<\/strong> of that whole generation of people who are ‘addicted’ to new technologies<\/strong>. This has certainly helped to increase the value of the brand<\/strong> that in 2020 has reached, according to Statistics<\/span><\/a>, 612 billion dollars. Alongside the cases of these emblazoned companies, there is a whole strand of medium-sized businesses that have understood the potential of ‘CEO Branding<\/strong>‘ and are realizing that they need this service.<\/p>\n

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Let’s try to define some key concepts.<\/p>\n

 <\/p>\n

So what is CEO branding and what are its goals?<\/strong><\/p>\n

It is a tool that allows to consolidate vision, mission and corporate positioning through the communication of the identity, values and personality of those at the helm. There are three main objectives:<\/p>\n