Creating Effective Executive Branding: A Guide

If you’ve been paying attention to Intel, you’ve likely heard of how the company’s stock has been on a losing streak of late. In fact, Intel incurred its biggest daily drop in decades in August 2024 after the company’s abysmal Q2 earnings report.

Some folks might wonder how CEO Pat Gelsinger — an engineer by trade who initially joined Intel back in 1979 — still has a job.

It’s rooted, at least in part, in Gelsinger’s exceptional executive brand. What is an executive brand and how do you cultivate a great one? Read on to find out.

What is executive branding?

Executive branding is the process of strategically managing an executive’s professional identity and reputation to influence how key stakeholders — including investors, employees, and customers — perceive them. It involves crafting a clear narrative that highlights the executive’s strengths, leadership style, vision, and accomplishments.

With a career stretching back 45 years, Gelsinger enjoys an especially strong brand as a visionary leader in the technology space known for deep technical expertise. If anyone can restore Intel to its former glory, why wouldn’t it be the man who supercharged the company’s growth in the 1990s and 2000s?

That’s the premise and power of executive branding — a reputational halo that can help leaders weather tough times and accentuate their virtues to critics and boosters alike.

How is executive branding different from corporate branding?

Executive branding, also known as CEO branding, focuses on an individual’s professional identity, highlighting their values and leadership style. It aims to build a reputation for the executive as a thought leader. Corporate branding, on the other hand, centers on the identity and mission of the entire organization, promoting the company’s products, services, and culture.

Why is executive branding important?

As Gelsinger’s vignette illustrates, executive branding delivers several benefits to both individual leaders and the organizations they represent:

• It builds trust and credibility. A well-defined executive brand establishes trust with stakeholders and makes the executive a reliable thought leader in their industry.
• It enhances corporate image. An executive’s brand can positively influence the company’s reputation. When Gelsinger was announced as Intel’s new CEO, shares rose 8% in one session. High-profile executives often serve as the face of the company, reinforcing the brand’s message and culture.
• It differentiates leadership. In a competitive market, executive branding helps leaders stand out from their peers. It highlights the unique qualities that differentiate the executive’s approach and leadership style — and why he or she is the best person for the job.
• It attracts business opportunity. A strong executive brand can open doors to new business opportunities and speaking engagements.
• It’s great for talent and recruiting. A strong brand can also attract top talent, as employees are drawn to respected and well-known leaders. How many engineers would be excited by the prospect of joining Gelsinger’s team and being part of a successful corporate transformation?

Executive branding: How to get started

New to executive branding? Follow these four steps to begin optimizing your professional identity.

1. Assess your current brand

To begin building an executive brand, you first need to figure out what your existing brand looks like. Start the process by evaluating how you’re perceived, getting feedback from mentors, colleagues, and employees. Take a look at your digital presence, including your LinkedIn profile, to see if they’re conveying the right message.

2. Create a target goal

What do you want your executive brand to achieve? Perhaps you want to be recognized as a thought leader in your field, or maybe you want to convey the fact that you’re a leading-edge innovator. Whatever the case may be, set clear, measurable goals — like gaining more followers on social networks, securing bylines in industry publications, and being invited to speak at conferences.

3. Discover your brand

What are the unique skills, experiences and values that set you apart? What do you want to be known for? Ask yourself these questions and use their answers to craft a personal brand statement that describes who you are, the value you bring to the table, and what you hope to accomplish. Specific tools that may be useful in this exercise include personality tests like Myers-Briggs, a SWOT analysis of your strengths and weaknesses, and structured feedback from colleagues.

Once you’ve gathered this information, it’s time to craft your brand. At the heart of this exercise is identifying your unique value proposition. What makes you distinct in a crowded field and what specific value can you — and you alone — provide your audience? Make sure that your brand resonates with both your personal identity and professional aspirations to create a cohesive narrative that’s authentic.

4. Create a plan for implementation

Once you know what you hope your executive brand will look like, develop a step-by-step plan that’ll help you get there. For example, you might optimize your LinkedIn profile, create and publish content regularly, and begin looking to place thought leadership content in industry publications.

Worried that you don’t have the time or expertise needed to develop a brand and execute on it? By partnering with a personal branding agency, you can work with a talented team who specialize in developing effective executive brands.

Executive branding: How to maintain a brand

Now that you’ve developed your executive brand, it’s time to maintain it. Doing so requires ongoing effort and attention. With that in mind, let’s take a look at some tactics you can use to ensure your brand stays strong and relevant.

Establish a unified social presence

Consistency across platforms — your company blog and social profiles, for example — is essential for maintaining a cohesive brand. As you begin refining your executive brand, make sure that the images, messaging, and tone are consistent across channels.

To do this, use the same professional photo on all profiles, provide a concise bio, and publish content regularly. At the same time, monitor your channels continuously and engage with your audience as they engage with you.

Stay current with industry trends and news events

As a thought leader, you need to stay current with industry trends — or, better yet, ahead of them.

By regularly consuming news, attending conferences, and participating in webinars, you can stay informed about the latest developments in your industry. As you come up with new ideas, incorporate them into your content — social posts, blogs, and even speeches — to demonstrate your thought leadership.

Just like companies rebrand every now and again, it’s important for you to adapt your brand as needed. That way, you can ensure it remains relevant and on the leading edge of your industry.

Maintain networks

Building strong professional relationships is the cornerstone of a successful executive brand. By attending industry events, mentoring peers, and engaging in discussions, you can regularly engage with your network — ensuring your thoughts stay top of mind. Of course, sustaining a robust digital network on social platforms like LinkedIn is equally important.

Remember, networking isn’t just about expanding connections; it also involves nurturing existing ones. By taking the time needed to build and maintain a strong network, you can increase your visibility and reach — opening the doors to new opportunities.

Communicate consistently

A brand doesn’t exist unless you consciously and strategically project it. Whether through social media, email newsletters, industry bylines, or speaking engagements, you’ll want to spread the news about your wins, your learnings, and what you hope to achieve.

By communicating frequently, your brand stays visible and your messages are reinforced, allowing you to demonstrate ongoing thought leadership. Make sure that you’re authentic in your communication — and that your messaging aligns with your values and goals.

Wondering how you’ll find the time you need to create an effective executive communications strategy and execute on it? This is an area where partnering with a team of experts can make a huge difference.

To learn more about the easiest way to create content that resonates with your audience and helps you achieve your professional goals, read this.

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