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Personal Branding: A Must for CEOs and Leaders of Organization
One of the biggest challenges CEOs face is building and then maintaining their personal brand without sacrificing their own outlook or interfering with their company’s integrity. Here are some advice on how to find the right balance of personality and professionalism to craft the perfect online voice.
1. Own your brand.
The best CEO’s are able to leverage their authentic personality in order to attract attention to their company. For instance, Steve Jobs was known as being harsh on employees, having dynamic presentations and was a perfectionist. Those describe who he is and he doesn’t fake it or apologize for it. A brand personality delights consumers and makes them more interested in what your company sells.
2. Stay on brand.
Maintain a consistent voice across different channels. Ensure your LinkedIn, Twitter and other profiles are up-to-date and in harmony.
3. Create a strong team.
It is impossible to be successful without a strong support system. By recruiting and cultivating industry rockstars, it can make all the difference. During his time as CEO of Google, Eric Schmidt developed several very talented people including Marissa Mayer who heads up location services now. Schmidt is able to focus more on his duties of pushing the company forward because he can depend on talented people to make him look good.
4. Empower your people.
By allowing your employees to openly share your message in the public, you are losing control, but gaining a legion of brand ambassadors. Tony Hsieh, the Zappos CEO, is a prime example of someone who encourages all employees to have a Twitter profile and to connect with customers. He wants people to experience the Zappos brand through the people that work there. Your employees each have a stake in your success so it is better to empower them instead of holding them back.
5. Create a powerful online presence.
Reputation management is key. Embracing social media is not just a bit of fun, it is a vital way to communicate, keep your ear to the ground and improve your business. 80% of employees say they would rather work for a social CEO, and two thirds of customers say that their perception of the CEO impacts their perception of the company. A study also showed that a company is more trustworthy if its C-Suite executives and leadership team use social media to communicate about core mission, brand values and purpose.
6. Become a thought leader.
The more you publicize your ideas, the better you can position yourself to capitalize on them. Richard Branson is a prime example of someone who uses the media for his company’s agenda. He writes for Entrepreneur Magazine and is interviewed countless times by the press, which helps him covey his message and prepare the market for what is next.
Personal branding isn’t just for college students angling to enter the workforce. And, building brand equity is also not an overnight process. Rather, personal branding is a lifelong effort, one that’s constantly evolving and requires regular maintenance.