So your company has established itself as a leader in the industry—but what about your CEO or your managing director? The importance of a brand for your executive leadership team lies both in personal growth for the individual and overall benefit to the company's brand.
Here are a few must-dos for establishing an executive leader's personal brand.
Engage Professional Social
Depending on your industry, your executive leadership can go a long way toward spreading the word about a personal brand through professional social media. (If you're a B2C company that specializes in retail, this would likely be extended to other, more consumer-focused platforms.) A channel such as LinkedIn or Medium can help an exec strike out on his or her own via subject-matter-expert (SME) native blogging or posting. Not only does this reflect well on his or her personal brand, but it also lends an added sense of credibility (and third-party links) to your company's overall brand and web presence.
Make Public Appearances
Your executive leadership team should continue positioning itself as SMEs in the industry you call home. This will likely include speaking engagements and public appearances. The initial booking of a speaking engagement may be difficult the first time around without a proven track record. So target niche events—start with smaller, more curated audiences to ensure a likelier booking (and hone your skills) and then use that proven résumé to land bigger gigs into the future. Most of all—just be present. Leave the building, and take opportunities to connect with potential clients and peers at events ranging from community mixers to specialized conferences.
Communicate as an Individual
Whether it's via your company's overall communication strategy or your own personal one, make sure that you're reaching out to the people who follow you on an individual basis. This could include a regular, high-value email correspondence; an engaging monthly podcast; or a guest column in a popular trade publication. These are also perfect opportunities to collaborate with peers in the industry—seek opportunities to co-author a piece or swap guest blogs on your company's web presences. Make connections at every level.
Once you've established yourself in the marketplace as an expert in your field and someone worth following on a personal, rather than simply company, level, you can start branching out into other efforts—including making yourself a product. One calling card of frequently booked keynote speakers is the takeaway. Have an item, whether it's as simple as a digital piece easily accessed through a landing page or a physical, bound book—it will have the stickiness after the fact that you need to stay top of mind beyond first engagement.