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The role of senior executives in shaping their company’s brand narrative has become more important now than ever before. Insights from the Edelman Trust Barometer 2023 highlight a growing expectation from corporate leaders to communicate transparently and ethically, directly impacting public trust in the brand.
Not just that, senior leadership is expected to take a stand on social issues that impact the business and stakeholders. Issues like climate change, economic inequality, and workforce reskilling are seen as some areas that stakeholders want addressed.
A brand can be seen as a beacon of hope in uncertain times and leverage a positive narrative. This can be further amplified through the executive leadership and how they communicate on external platforms.
However, enhancing the brand narrative through the leadership team can be tricky and also have a negative impact if not done properly. There are several examples of how inconsistent, unclear, or divisive leadership communication has negatively impacted the brand. These should, however, not discourage leadership teams from using their voice on social platforms.
In this blog, we will take a look at how strategic leadership communication can be leveraged effectively for branding.
Authenticity as a Cornerstone of Trust
Authenticity in leadership communication is not just about being genuine; it’s about aligning personal stories and insights with the company’s values and culture. When leaders communicate authentically, they create a deeper connection with their audience, bolstering both their personal and the company’s brand image.
Example:
Satya Nadella, CEO of Microsoft, often shares personal experiences that resonate with Microsoft’s values, enhancing the brand’s image. His leadership style is marked by a focus on empathy, innovation, and collaboration. Nadella often speaks about the importance of technology in empowering people and organizations around the world. His communication style, both internally and through public appearances and social media, reflects Microsoft’s commitment to innovation and inclusivity. Nadella’s approach has been instrumental in reinforcing Microsoft’s position as a leader in the tech industry.
Strategic Social Media Engagement
Effective use of social media by company leaders can significantly influence their company’s brand perception. Strategic, regular, and insightful engagement on platforms like Twitter and LinkedIn can keep the brand in continual public discourse.
Example:
Arvind Krishna, the CEO of IBM, has played a significant role in redefining the company’s brand in the era of cloud computing and artificial intelligence. Krishna frequently engages in public discussions and uses social media to highlight IBM’s innovations and initiatives in these fields. His leadership and communication efforts have been crucial in positioning IBM as a forward-thinking and technologically advanced company, aligning its brand with cutting-edge innovation and thought leadership in the tech industry.
The Importance of Active Listening and Personalized Communication
Leaders who actively listen and engage in meaningful communication demonstrate a commitment to understanding diverse perspectives. This form of engagement enriches the leader’s and the company’s reputation as responsive and customer-centric.
Example:
As the CEO of Walgreens Boots Alliance, Rosalind Brewer has been influential in shaping the company’s direction and public image. Brewer has leveraged various platforms to communicate Walgreens’ commitment to healthcare innovation and community service. She is a strong advocate of active listening as a leader. Her leadership style, which emphasizes diversity, equity, and inclusion, has been a key factor in reinforcing the brand’s dedication to these values and enhancing its reputation in the healthcare sector.
Consistency in Messaging Across Platforms
Maintaining a consistent narrative across different platforms is important when reinforcing brand integrity. A unified message from the leadership strengthens the brand’s image as reliable and trustworthy.
Example:
Mary Barra, the CEO of General Motors, is known for her leadership in steering the company towards electric vehicles and sustainable practices. Her communication strategy, especially her public statements and appearances, emphasizes GM’s commitment to innovation and sustainability. Barra’s clear and consistent messaging across various platforms has helped to reshape GM’s brand image, aligning it closely with future-oriented and environmentally responsible values.
Aligning Communication with Core Values
Leaders need to align their communication with their company’s core values. This alignment not only strengthens the brand’s credibility but also fosters trust and loyalty among stakeholders.
Example:
Apple’s CEO Tim Cook frequently discusses privacy and environmental responsibility, aligning his messages with Apple’s core values and reinforcing the brand’s commitment to these issues.
Ethical and Responsible Communication
Leaders must navigate the ethical considerations of their communication responsibly. Addressing important issues like data privacy and ethical AI, in line with the company’s stance, helps shape the brand’s reputation as conscientious and responsible.
Example:
Google’s CEO Sundar Pichai’s approach to topics like data privacy and ethical AI reflects Google’s commitment to these issues, positively influencing the brand’s image. His approach to these topics has helped shape Google’s reputation as a company that is conscientious about ethical issues in technology.
Conclusion:
The role of senior executives in shaping their company’s brand narrative in the face of global challenges and societal expectations is more crucial than ever. There is a growing need for leaders to engage in transparent and ethical communication. An approach of open and clear communication not only positions the executive leadership team as thought leaders but also amplifies the brand image of the company.
The examples we shared above demonstrate a range of strategies that can effectively enhance a company’s brand. These include authentic storytelling, strategic social media engagement, active listening, consistency in messaging, alignment with core values, and ethical communication. Each of these leaders has shown how their approach to communication on external platforms can significantly impact their company’s public perception and brand value.
However, this path is not without its challenges. There is a delicate balance in ensuring that leadership communication enhances rather than detracts from the brand. The key lies in a strategic and thoughtful approach, where communication is not just about speaking but also about listening, understanding, and responding in a manner that aligns with the company’s core values and the expectations of its stakeholders.
Reach Out
If you are an executive leader or a communications professional managing the communications of a senior executive, we would love to hear from you. Reach out to us if you need to bounce off ideas or need support on your leadership communications program.