The influence of executive branding on the results of a company
A recent survey (Weber Shandwick, in partnership with KRC Research, The CEO Reputation Premium: Gaining Advantage in the Engagement Era), conducted with the participation of 1,700 executives on executive branding and its impact on business results has found: more than 40 percent of a company’s market value comes from the reputation of its CEO.
Our personal brand does exist, irrespective of whether we want it or not. The personal brand is basically a perception of us in the minds of others that is a based on a series of our actions. An attractive brand – and this is also true for executive brands – doesn’t only raise the attention of investors, but is also key in keeping and recruiting workers.
In the last few months I talked to 25-30 well-known CEOs about business strategy issues, and all of them answered my questions with great confidence and enthusiasm; but when I asked the same questions about themselves, there were long silences, lots of thinking and long answers. This is especially interesting in the light of the fact that 8 from 10 international CEOs say the top executive should have a visible public profile if they want the company to be successful.
What does it take to have such a profile? Being consistent, conscious and having self-knowledge. Skills, results, values, individual characteristics and personal motivations – a CEO needs to be aware of these to have a personal brand that is characterised by self-identity and authenticity. What is the next step? Communicating these values to the world. My experience is that professional prestige and personal image are both essential for the success of a company. //
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