Brand yourself like a CEO: The simple strategies of C-Suite personal branding
A guide for how CEOs influence industries, command communities and build a powerful personal brand
Through my 15-year career spanning marketing, communications and personal branding, I’ve worked in close collaboration with CEOs. I’ve developed their communication strategies and written for them the words they share with tens of thousands of people. From my time working behind the scenes with leading CEOs, in this blog, I’m sharing my top takeaways for how to brand yourself like a CEO. Whether you’re already one or aspiring to be, here’s how you project CEO energy:
Package your story
By now, most high-performing executives understand the value of storytelling. They understand the value of storytelling in communicating for their business, plus the public interest in their personal story. It’s what gets them invited to speaking engagements, to interviews and on podcasts and panels.
The most savvy CEOs are prepared for the interest in their story. By packaging this well, they elevate the interest the industry has in them. For example, a CEO who has climbed the ranks in their organisation from the ground up might package their story as “From the warehouse to the boardroom”. This implies a ‘hero’s journey’ - a common storytelling formula.
For more on storytelling frameworks, see my earlier blog, Storytelling that Sells: Formulas and Frameworks that Convert and Capture Attention.
Market a movement
Standout leaders don’t simply follow old rules - they create their own and change the game altogether. The MPVs in C-suite leadership are prepared to go against popular opinion and champion communities and entire markets toward a new vision. They don’t simply tick the predefined boxes; they transform organisations, teams and industries.
From making an impression in your industry or on social media to commanding speaking stages in a memorable way, don’t simply share what you do - market a movement. One that you believe in for your entire industry and the people it serves.
Define your own signature CEO style
Highly effective CEOs are master communicators, and communication can come in many forms. It’s not all company memos and speeches. It’s also the way you dress.
Paying close attention to the CEOs I’ve worked closely with, especially those with highly public-facing brands, I noticed they had clearly defined personal styles. This is reflected in leaders on the global stage. Think Steve Jobs in his jeans and black turtle neck or Anna Wintour's sunglasses. For you, this might be anything from a signature power suit, colour or accessory. For more, see my earlier blog, Level Up Your Visual Brand: Creating a signature visual style identity for your personal brand.
Listen like a CEO
Branding yourself like a CEO isn’t all about what you do say; it’s about all the things you don’t say too.
The late, great Mark McCormack had one of the most profound influences on the business world. The International Management Group (IGM) founder was once dubbed ‘the most powerful man in sport’. He is accredited by many as creating sports marketing. In his book, What They Don’t Teach You At Harvard Business School, he highlights the power of talking less and listening aggressively instead:
“The ability to listen, really to hear what someone is saying, has far greater business implications, of course, than simply gaining insight into people.”
By listening, you will automatically observe more:
“Observe Aggressively…Most visual statements are quite conscious and intentional - the way someone dresses, the way he carries himself, and all the other ways people go about trying to create a particular impression.”
Communicate like a content creator
Whether you’re sending out the weekly memo, company-wide department update or hosting your own podcast or YouTube channel, executive leaders understand the power of consistent communication. They communicate like a content creator. They keep their community - whether that is internal, external or both - engaged and bring them along a journey. They don’t talk at them; they invite them into the process. CEOs understand that every role - most especially theirs - is a media role.
For more on why The Future of Career is Content- The New Career Currency, see my earlier blog.
Build your personal brand outside your current title
CEOs don’t put all their eggs in one basket. They understand the leverage their title gives them can be short-lived, or even if they run their own business, only goes so far. They build their personal brand, outside of their 9-5. They join boards, committees, take on leadership roles in the community or host podcasts. By becoming a real leader in the industry, they make their title irrelevant.
Email like a CEO
In my experience as a Communications Manager - writing, scripting and consulting with CEOs - I’ve paid particular attention to their written communication styles and common themes.
High-performing executives have mastered how to communicate with cut-through clarity. Consider this: your every email is in some way a burden on the reader. It requires time and energy to process. Write each email with this in mind. Ease the burden of your email on the reader.
Concise writing is a finer art than writing fluff and pressing send.
As the famous maxim from Blaise Pascal captured:
“I would have written a shorter letter if I’d had more time.”
Whether you're writing emails, presentations or reports, communicate concisely to project confidence.
Here are a few tips to make your point more clearly:
Avoid over-qualifiers, e.g. say ‘“I recommend”, instead of “I strongly recommend”.
Cut excessive words. Remove every word that adds no value.
Avoid unnecessary apologies: Skip “I’m sorry to bother you” or “I hope you don’t mind”.
Remove filler words, e.g. ‘just’.
For more, see my earlier blog, Email like an Executive (6 Tips). Project a confident and credible personal brand in your everyday emails.
