The Importance of CEOs Building Authentic Personal Brands

CEOs are trading carefully crafted, milquetoast public personas for ones that are more real with the hope of forging connections with employees, customers, and other key audiences. The personal brands of CEOs and founders are just as important as the company’s brand itself, according to a recent report by Weber Shandwick.

The report found that 45% of global executives tie corporate reputation to that of the CEO, and 44% of market value is attributable to the reputation of the CEO. With access to more media channels like social media, podcasting, newsletters, and vlogs, executives have more opportunities to connect with audiences based on interests unrelated to their business.

CEOs like Mark Zuckerberg, Brian Chesky, and Chris Best are participating in more personal, long-form podcast interviews, while communication teams are working to help CEOs present their authentic selves without going too rogue.

However, there is still risk associated with putting yourself out there, as some CEOs may try to appeal to everyone and end up getting it wrong. The era of slick, packaged CEOs who don’t say anything controversial has passed, as audiences, particularly younger ones, can see right through it and don’t trust it.

It’s a bonus when the executive’s persona compliments the company and its product, as seen with CEOs like Hamdi Ulukaya and Ryan Gellert. Female CEOs or executives from underrepresented communities may have to be more strategic with what they share, as there can be a double standard for what is considered professional or in command.

In conclusion, having a visible CEO who is willing to share personal experiences and genuinely live the company’s brand can make the path to having a successful business much easier. The most buzzworthy CEOs in the Fortune 100 are those who are authentic and willing to connect with their audiences on a personal level.