How most CEO’s don’t understand the power of personal brand

The idea of a corporate brand and how much influence a successful one can have on your bottom line has become fairly commonplace - pretty much everybody knows and appreciates its value. The value of a great employer brand isn’t quite seen in the same sphere yet but it's getting there with many CEO's and their HR teams realising how much of an impact it has on the quality, retention and happiness of their workforce. But there’s one major factor, 

one huge branding opportunity that can contribute to the corporate and employer brand and much much more. And yet most CEO’s have no idea it’s there or how to make the most of it.

I’m  talking about your personal brand and I’m still amazed how many CEO’s just don’t get it. In fact a business colleague of mine “Steven Salter” summed this up perfectly “Listening to some of them try to quantify social media, personal branding and a / their strategy reminds me somewhat of watching my Dad try and programme the VCR back in the 80’s”

As the leader of an organisation, it’s you the rest of the team look to for guidance, to set an example. Like it or not, your personal style of leadership, how you talk to people, the decisions you make, how approachable you are and how much you appear to care about the company – it’s all being analysed by your employees as they decide whether they want to support you by doing the best job they can, whether it’s going to be worth it for them and the company.

And it’s not just your current workplace that’s keeping an eye on you – it’s the rest of the sector, your peers and your potential future employers.  Once you’ve reached CEO level, the roles you’re offered won’t be ones that simply look at your CV, they’ll be looking at you, the results you got and how you got them.

Think I’m making too big a deal out of all this? Then consider this – approx. 75% of our decisions are made on emotions. So how you promote yourself, how you connect with those around you, is going to have just as much impact as your results sheet. Still not convinced? Let me give you two great stats. 82% of employees say they trust a company more when the CEO communicates via social media. And 77% of buyers say they are more likely to buy from a company whose CEO regularly blogs.

Now ideally you’ll have a great personal brand and the results to back it up but if you’re still wondering about the value of personal branding, think about all those people you’ve met that have fantastic jobs you can’t figure out how they got them because they’re either really inexperienced or just plain useless. I bet every one of them had a strong personal brand.

So, maybe now you’re thinking more about your personal brand but before you get carried away bigging yourself up be warned – this is not an excuse for an ego trip. Creating a great personal brand can add value to your company’s brand, improve your own earning power and create opportunities but it takes more than standing up and shouting about how good you are.

If you’re not sure where to start here are a few tips:

• Think about the right platform to present yourself on. A Blog, LinkedIn, Facebook, Twitter & Google+ are great places to start. But having a duplication of every message across the networks won’t work. For each network you’ll have to create your own mini strategy, something that focuses on an individual part of your personal brand. As an example G+ gives me the platform to talk about interests outside of work.

• Establish what sets you apart from everyone else. Ask yourself what makes you different to other people around you. What can you offer that others cannot? What makes you unique?

• Remember your personal brand is the window of your identity. Showing your true identity at all times will help your personal brand to be consistent.

• Don’t be self-centred – your success may be impressive but the success of those you have supported, nurtured and encouraged is even more so as it reflects on you and your abilities without you having to point it out. Pay attention to those around you.

• Don’t rest on your laurels. No one likes a know it all so while you might be brilliant at your job be open about the fact you don’t know everything – go on courses, develop yourself, build your expertise but be active. Just because you’ve made it this far doesn’t mean you’ll stay there without continued effort.

So start creating your personal brand and give yourself a value that sits in a larger place outside of the boardroom.