People fundamentally run every business. Individuals like you, who interact and share ideas, insights and emotions. They are the ones who hold the intellectual property or ‘thoughts’ of the organization. So, in a sense, they need to invest in personal branding to be seen and heard as leaders or influencers to enhance individual credibility and influence.
In this blog we will explore the importance of senior leaders building a strong personal brand, offer practical ways to establish thought leadership, and share insights on how it correlates to improving the organization’s marketing efforts.
There is a significant benefit when leaders in an organization are seen as experts or experienced in their domains. It makes building trust and credibility easy for B2B businesses looking to grow relationships over the long-term.
Let’s see some of the other reasons why a strong personal brand matters.
A well-established personal brand increases credibility and trust. When senior leaders are visible and vocal about their expertise and vision, it fosters a sense of reliability. There is an improvement in overall company reputation and trust. According to a study by FTI Consulting, 85% of business leaders say their stakeholder relationships are improved by actively engaging on social media. The same report suggests that the image of the company improved by 36% if 4 or more C-level executives are seen actively engaging on social media.
Hence, leaders with personal branding can drive business growth and their influence can open doors to new opportunities, partnerships, and markets.
Potential employees are attracted to organizations led by reputable and inspiring leaders. A 2019 survey by Weber Shandwick found that 77% of employees consider a CEO’s reputation a key factor in deciding where to work. A strong personal brand showcases leadership qualities and a forward-thinking mindset, making the organization appealing to top talent.
In a study by Donald Hambrick, Smeal Chaired Professor of Management and Evan Pugh University Professor, and his two colleagues. CEOs speaking out on societal debates have a direct bearing on near-term company performance.
Here are some practical examples of how CEOs of leading organizations have done it.
Senior leaders should start by identifying what sets them apart. This unique value proposition (UVP) could be their industry experience, visionary approach, or specific expertise. A clear UVP forms the foundation of a strong personal brand.
Let’s see how Satya Nadella, CEO of Microsoft, does it.
Nadella is known for his visionary approach to business transformation. Upon becoming CEO in 2014, he shifted Microsoft’s focus from a “devices and services” company to a “cloud-first, mobile-first” world. Nadella’s UVP is his extensive experience in the tech industry, his transformative leadership style, and his deep expertise in cloud computing and AI. This combination sets him apart as a forward-thinking leader who can guide organizations through complex technological transformations.
Nadella consistently leverages his UVP in his public communications and engagements. For instance, in his book “Hit Refresh,” he shares his insights on leadership, innovation, and the future of technology, reinforcing his personal brand.
Social media is a powerful tool for building a personal brand. Consistent posting, engaging with followers, and participating in relevant conversations are key strategies on social media. CEOs who use social media help build and enhance their company’s narratives towards products and services.
Let’s see how Bill McDermott, CEO of ServiceNow, does it.
McDermott uses LinkedIn to share his insights on enterprise technology and digital transformation. Through regular posts, articles, and engagement with his network, he consistently provides valuable content and perspectives. This active presence not only positions him as a thought leader but also enhances ServiceNow’s brand by aligning it with innovation and forward-thinking solutions.
By sharing his expertise and industry knowledge, McDermott effectively leverages social media to build his personal brand while simultaneously promoting the values and vision of ServiceNow.
Creating and sharing valuable content is crucial. This could be in the form of blog posts, whitepapers, videos, or podcasts. Content should address industry trends, offer solutions to common problems, and provide insights based on the leader’s expertise. Regular content publication positions leaders as go-to experts in their field.
Let’s see how Kiran Mazumdar-Shaw, Executive Chairperson of Biocon Limited, does it.
Mazumdar-Shaw consistently shares articles, interviews, and videos on biopharmaceutical advancements, healthcare innovation, and sustainable business practices. Through her insightful content, she addresses critical industry trends and offers solutions to complex challenges in the healthcare sector. This regular sharing of valuable content has established her as a leading voice in the global biopharmaceutical industry.
By consistently providing high-quality content, Mazumdar-Shaw not only strengthens her personal brand but also highlights her expertise and visionary approach. This strategy reinforces her reputation and influence, positioning her and Biocon Limited as leaders in driving innovation and sustainability in healthcare.
Speaking at industry events, webinars, and conferences enhances visibility and credibility. It allows leaders to share their knowledge directly with a targeted audience and network with other industry professionals.
Let’s see how Girish Mathrubootham, Founder and CEO of Freshworks, does it.
Mathrubootham frequently speaks at industry conferences, startup forums, and technology events, discussing topics such as SaaS innovation, customer engagement, and entrepreneurial leadership. Through his dynamic and insightful presentations, he shares his journey, experiences, and strategic vision with diverse audiences. This active participation in public speaking not only strengthens his personal brand but also elevates Freshworks’ reputation as a leader in customer engagement software.
By consistently participating in high-profile events, Mathrubootham positions himself as a thought leader in the SaaS industry and reinforces the innovative and customer-focused image of Freshworks, demonstrating the company’s leadership in providing effective and accessible business solutions.
Proactively engaging with media outlets for interviews, guest articles, and commentary can significantly boost a leader’s profile. Being quoted in reputable publications lends additional credibility and exposes the leader’s insights to a broader audience.
Let’s see how Marc Benioff, CEO of Salesforce, does it.
Benioff regularly engages with media, sharing his insights on digital transformation, business strategy, and corporate responsibility. Through interviews with leading publications like Forbes, The Wall Street Journal, and CNBC, he discusses the latest trends in technology, the importance of ethical business practices, and Salesforce’s vision for the future. By providing thought-provoking commentary and in-depth analysis, Benioff positions himself as a forward-thinking leader and industry expert.
In addition to traditional media, Benioff is active on social media platforms, where he shares articles, insights, and commentary on relevant issues. His openness to media engagement not only strengthens his personal brand but also enhances Salesforce’s innovative image. This media presence helps to position Salesforce as a thought leader in cloud computing and customer relationship management (CRM), attracting attention from potential clients, partners, and investors.
Building genuine relationships within the industry is essential. This involves more than just attending networking events; it requires a sincere effort to connect, support, and collaborate with peers.
Let’s see how Ritesh Agarwal, Founder and CEO of OYO, does it.
Agarwal is known for his authentic networking approach, engaging deeply with industry peers, startup communities, and investors to build strong, collaborative relationships. He frequently participates in global business forums, entrepreneurship summits, and industry events where he shares his insights and learns from others. By cultivating connections based on shared values and a common vision for innovation in the hospitality sector, Agarwal has established a robust network that supports OYO’s growth and transformation goals.
Agarwal’s approach extends beyond mere networking; he actively mentors young entrepreneurs, collaborates with other business leaders on industry initiatives, and joins influential panels to discuss market trends and innovations. This authentic and proactive engagement has significantly expanded his personal influence and bolstered OYO’s reputation as a disruptive force in the hospitality industry. Through consistent and meaningful interactions, Agarwal reinforces OYO’s image as an agile and innovative company, committed to redefining hospitality through strong, authentic partnerships.
When everything works together, and there are enough thought leaders, it has a direct impact on the company’s brand marketing efforts. Let’s see how:
When senior leaders share content and insights, they amplify the organization’s brand message. Their posts and engagements reach a wider audience, increasing brand visibility. According to LinkedIn, content shared by employees receives 8 times more engagement than content shared by brand channels.
A strong personal brand humanizes the organization. Customers and clients prefer to do business with people rather than faceless entities. When senior leaders are accessible and relatable, it fosters a deeper connection with the audience.
Transparent and communicative leadership builds customer trust and loyalty. When leaders openly share their vision, values, and industry insights, it reassures customers of the organization’s integrity and reliability.
Senior leaders with a strong personal brand inspire employees to become brand advocates. Employees are more likely to share and engage with content from leaders they respect and admire, further extending the brand’s reach and influence.
A leader’s strong personal brand can significantly boost marketing ROI. Influential leaders attract more attention to marketing campaigns, drive higher engagement rates, and generate more leads. Data from the Edelman Trust Barometer shows that 64% of people trust information from a company’s technical expert or academic more than from the CEO or a brand’s official social media channels.
Consistency is Key:
Consistency in messaging, visual identity, and engagement is crucial. This consistency should reflect across all platforms and interactions.
Be Authentic:
Authenticity resonates with audiences. Leaders should be genuine in their communications, share real experiences, and avoid corporate jargon.
Stay Updated:
Staying updated with industry trends and continuously learning is vital. Leaders should be seen as knowledgeable and up-to-date with the latest developments in their field.
Engage in Thoughtful Discussions
Engaging in thoughtful discussions, both online and offline, showcases a leader’s expertise and willingness to contribute to the industry dialogue.
Measure and Adjust
Regularly measuring the impact of personal branding efforts through metrics like engagement rates, follower growth, and content performance helps in refining strategies.
Looking to start? Here are some practical ways to get you started on your personal branding journey.
Building a strong personal brand is not just beneficial for senior leaders but is also crucial for the overall success of the organization. In a competitive market, the personal brand of senior leaders is a powerful tool that organizations cannot afford to overlook.
Reach out to us if you need help.