Growing a Strategic CEO Brand
From the desk of Jeffrey A. Mangus, CEO, Mangus Media Group
“The challenge of leadership is to be strong, but not rude; be kind, but not weak; be bold, but not bully; be thoughtful, not lazy; be humble, but not timid; be proud, but not arrogant; have humor, but without folly.” ― Jim Rohn
In 1996, I was working at a large corporate healthcare organization. One afternoon, we were all called to hear the CEO speak. It was exciting. He seemed like a genuinely approachable guy, a man of the people who truly cared about the company and its employees. My gut feeling was right. As I listened, he had me hooked with every single word. His demeanor, his presence, his personalized way of speaking—it made me realize he wasn't just the brand of the organization; he was a powerful brand within himself. That realization has stuck with me ever since.
Warren Buffett famously said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” How people perceive you as a CEO directly impacts their sense of security when they work with you. Your personal brand is how you convince people to trust and partner with you. This isn't about bragging or being self-centered. This is your shot to show others how you leverage your talents to serve them. Personal CEO branding is a powerful tool for shaping the career and life you truly want.
Maybe your business brand is already strong, well-known in your market. But here’s the kicker: does your target market see you personally as a CEO brand? Unfortunately, not every leader, CEO, or founder builds a personal brand that transcends their business. People often overlook this, but think about it: leaders like Elon Musk, Bill Gates, Warren Buffett, Steve Jobs, and even Jimmy Buffett weren't just recognized for their companies. They were recognized as iconic individuals, captains of their industries. They were their own personal brands, standing tall, creating a canopy not just for their businesses but for themselves, elevating their status and influence.
As a leader, developing a purposeful image for yourself is absolutely crucial. Never underestimate its value. While many CEOs establish their personal brand gradually, having direct control over it is essential. Otherwise, you risk alienating customers and losing credibility with stakeholders, staff, and your target market.
Leaders and CEOs have diverse leadership styles, often mirroring their companies' unique cultures. Some CEOs are hands on, involved in everything. Others prefer to step back, observing the company's long-term future from a broader perspective. Regardless of their approach, every modern CEO, leader, or founder must embrace the role of the company's public representative. You are the brand. You stand out in your company and its stakeholders. As a leader, you are the window into your company’s overall health, providing stakeholders, clients, customers, and employees with a real-time view—and it all starts with you.
Being the face of your company is a critical duty for digital-age CEOs. Building a strong personal brand is essential for establishing credibility, attracting opportunities, and influencing others in your industry. Without a personal brand that fits your style and genuinely represents your company's culture, things can go seriously awry.
Having worked in business and held CEO roles for over twenty-five years, here are some essential steps I've identified for developing a powerful CEO brand:
My Blueprint for a Powerful CEO Brand
Understand Who You're Speaking To. Your personal brand needs to align with your personality and beliefs, but remember, your colleagues and friends aren't your only audience. CEOs must consider their business's target audience and market sector, focusing on what genuinely resonates with that group. Who are you trying to reach? What impression do you want to leave with them? What pain points do you solve? Your personal brand's perception hinges on your audience. Develop it with customer personas firmly in mind.
Integrate Your Values into the Equation. You might be a CEO, but that doesn't make you any less human. Your professional brand should be a direct reflection of your personal beliefs and values. These values are the bedrock of your character, guiding you in every aspect of life, whether at home or in the boardroom. Always weave your values into your brand messaging and ensure it's authentic.
Put Your Expertise on Display. Every CEO is an expert in his or her field. You're the CEO for a reason—you know every intricate detail that makes you and your company tick. Establish your expertise by sharing your knowledge through speaking engagements, writing, and active industry involvement. And let me tell you, a book is an absolute game-changer for showcasing your expertise. As a leader, your personal brand should leverage your niche experience. What's your area of true mastery? How can you help those new to the field with your knowledge? What are you truly passionate about?
Embrace Authenticity and Be Relatable to Others. A personal brand isn't just about conveying leadership competence. Being genuine and authentic is what truly builds trust and connections. Share real stories, including your struggles and successes, to reveal the person behind the CEO title. That vulnerability makes you human.
Employ a Strategic Approach to Networking. Networking with influencers, thought leaders, and industry professionals isn't just a formality; it's how you expand your influence and forge invaluable relationships. Every networking opportunity is a chance to reach more of your audience and further your name across your industry. Don't waste it.
Don't Overlook Your Differentiators. You never want to tell the same old story. Your primary goal in building your CEO brand is to illuminate your differentiator. How do your unique experiences and skills set you apart from everyone else? What makes you different? Embracing memorability and even vulnerability might seem daunting, but these are the very things that distinguish you as a leader. When skillfully executed, differentiation can spark your brand in a sea of uninspiring corporate terms.
Make Sure to Spread the Word Continuously. Consistency is king in the branding game. Once you establish your personal brand framework, commit to it! Show reliability, stability, and trustworthiness to earn consumer confidence. This means continuously updating your branding as time passes—it's essential. Building a successful brand takes time and effort; it requires continuous dedication beyond just social media updates, blog entries, or press statements.
Just like that CEO who profoundly affected my emotions and reactions, it's crucial to tap into your audience’s emotions when building your personal brand as a CEO. Maya Angelou famously said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
When executed well, CEO branding will make you memorable, trustworthy, and genuinely likable in your industry. Make your personal brand unforgettable. Your goal is that when your market hears your name, they immediately experience and feel positive feelings of trust, reliability, and skill. When this happens, magic happens, and your business and those who depend on you will thank you in the long term.
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