It has long been in the books: branding plays a crucial role in shaping perceptions, driving purchasing decisions, and ultimately influencing business growth. A strong and consistent brand identity can help structure a business, differentiate it from competitors, enhance customer loyalty, and drive sales growth. 

But how can business leaders — who are often intricately associated with what they sell on the market — improve and capitalize on their image to ensure it is a sustainable and positive one?

Today’s CEOs that seek to stand out positively before their audiences surely need to think of product design improvements or operational efficiency enhancements. But branding and positioning are paramount — including their own. 

CEOs speaking before audience. Photo by Wan San Yip on Unsplash.

CEO effective branding means that clients can be attached to the person and the company in the long run. CEOs should be seen as thought leaders from the inside to the outside of their organization. This is achieved first through transparent, fluid communication with employees but also a strong, easy to read, LinkedIn profile. Awareness of a CEO is also the result of positive press coverage.

Diane GaillardCo-founder, Communications Director of Consultancy32

Timely and responsible communication strategies rightly in place will make a difference. Knowing when, where, how and whom to speak are as important as what to say.

The Why matters a lot in communications. Why was a company launched, Why was a product created? And, oftentimes, the story behind it is personified by the CEO. Today, the CEO is the voice of a brand. And managing his/her public profile can only be achieved through effective 360 degree level communication.”

Barbara MaheManaging Partner, Communications Director of Consultancy32

CEOs and directors can cultivate this sustainable and positive image by demonstrating leadership, engaging with stakeholders, and consistently showcasing business practices to their loyal community of clients and beyond.

They should be ready to leverage it over various channels, such as social media, corporate reports, and public speaking engagements, to share their vision, values, and progress their businesses are making. Transparency and openness in communication help foster trust and confidence in the CEO’s leadership.

Our motto is clear: while CEOs polish the image of their businesses through quality and branding, they shouldn’t overlook their own ‘CEO-smetics’ — their personal brand and what they sell go hand in hand. Trust is the base of any great communication, and leaders should ensure that their voice and image reflect this.

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