#89 - Lena & Oliver Special on Personal Branding

Personal branding for CEOs: fad or must-have?


This is a question which CEOs and their communications teams are
increasingly looking to address.


Perception now matters more than performance for CEOs, according
to a 2014 study by management consultancy Roland Berger. So the
debate is no longer whether CEOs need to invest in their
reputation, but what the best way is to achieve this moving
forwards.


Why does personal branding work for CEOs?


Personal branding for CEOs is no longer a vanity project. It is
essential to the success of the company and its perception
internally and externally. Here’s why:


-  There is a battle for attention. Traditional
CEO communications is increasingly ineffective. It just doesn’t
stand out enough when competing against dwindling attention
spans.


-  Perceptions are now formed online. CEOs with an
authentic, personal presence benefit from this.


-  Studies show that highly visible CEOs boost their
businesses because they build trust.


-  Millennials are attracted
by purpose-driven or mission-driven brands.
That mission starts with the CEO.


Want to know how to make it happen? Tune into the episode
with Lena and Oliver,  where they discuss this new trend.