CEO Brand and CEO Reputation Management

      Far from being a luxury, an exercise in ego or even a nice-to-have, building an executive or CEO brand is a requirement in our digital world.

      Building Your CEO Brand and Practicing CEO Reputation Management

      According to the Burson-Marsteller “CEO Reputation Study,” close to 50 percent of the reputation of a company can be attributed to the standing of its CEO. Like it or not, today’s CEO has been precast in the role of their company’s Chief Brand Ambassador. Assuming you have accepted the charge to build your CEO brand and practice CEO reputation management for the good of your organization, SMG can work with you to implement the CEO Branding Matrix to help get you there.

      At SMG we believe the path to creating a strong executive and CEO brand involves taking a series of actions that are distinct from, and go beyond, the branding of your business and include the following CEO reputation management activities:

      • Managing your online presence and practicing CEO reputation management via LinkedIn (and other social media sites), search engine optimization, web presence, and others.

      According to recent studies, being a social CEO is now a critical responsibility, not a nice to have. Consider BRANDfog’s “Global Social CEO Survey,” which reported that major benefits of leadership participation in social networks include better communication, improved brand image, more transparency, and improved company morale. Specifically, the survey reported that:

      – 75 percent of those surveyed perceive that C-Suite and executive leadership is improved by participation on social media.
      – 83 percent of U.S. respondents believe that better connections with customers, employees, and investors can be built through CEO participation in social media.

      • Creating your executive presence and brand by design instead of default using a personal brand narrative, brand collateral, positioning, and personal gravitas.

      One study from the Center for Talent Innovation (CTI) found there were three key aspects to executive presence—gravitas, communication skills, and appearance. Gravitas by far carried the most weight and was composed of six core traits: confidence, decisiveness, integrity, emotional intelligence, vision, and reputation.

      Interestingly, “The CEO Reputation Premium” report from Weber Shandwick/KRC Research revealed that similar attributes drive strong CEO reputation, including: having a clear vision for the company, inspiring and motivating others, being a good communicator internally and externally, and caring that the company is a good place to work.

      • Establishing your thought leadership through media exposure, speaking, and publishing.

      The bad news is that you can’t just declare yourself a thought (or industry) leader. It doesn’t happen because you say so—it happens because the world says so. In order to be a thought or industry leader, you need to rise to such a level of expertise or excellence that people (media, other industry leaders, clients, etc.) will seek you out as a recognized authority.

      • Implementing a content marketing strategy for CEO reputation management and to get your unique message and expertise across.

      Content marketing is a multidisciplinary strategy that includes a plethora of tactical areas, such as blogs, podcasts, webinars, eBooks, and social media posts.

      Since the focus is on generating and distributing high-value, relevant content to your audience, the quality of what you put out is significantly more important than which channel(s) you decide to disseminate the information through.
      Sounds easy, right? According to a 2015 report by CMO.com, less than 40 percent of all content marketers are effective, and 69 percent of content marketing lacks quality.

      For more information on how SMG can help you design and implement your brand, and practice CEO reputation management, contact us to schedule a complimentary 20-minute telephone consultation.