3 Secrets Every CEO Should Know About Personal Branding
I’ll never forget the day I got a call from a potential new client—a well-known CEO—who was in a panic. Turns out their name was trending on Twitter speculating about their leadership style. And guess what? They hadn’t posted anything online in months. It was a perfect reminder of the first rule in personal branding: If you don’t tell your own story, someone else will.
In today’s digital era, a CEO’s personal brand is more than just a bio on their LinkedIn profile—it’s often the first thing potential customers, investors, and employees will notice. Your online presence shapes how people perceive you, and that perception can either build trust or create doubt. The good news is, with all the owned-channels we have access to, you can control your narrative. Here are three secrets every CEO needs to master to take charge of their personal brand.
Own Your First Impression—Don’t Let Google Do It for You
When someone Googles your name, the search results become their first impression of you. And as a CEO, that first impression is critical. Yet, too many executives leave their online reputation up to chance. They don’t actively manage what shows up on search engines, social media, or industry platforms. As a result, they let external voices define them.
It’s important to intentionally craft your digital footprint. Regularly contribute to conversations that matter to your stakeholders, whether through thought leadership articles, LinkedIn posts, or interviews. By doing so, you ensure that the first thing people find is the message you want to convey, not a random news article or a speculative blog post.
A well-curated online presence makes sure your first impression is the one you choose, not the one Google decides for you.
Storytelling Is Your Superpower—Use It
It’s shocking how many CEOs let their content be generated without ever getting personally involved. They outsource their messaging, and the result is often generic, uninspired, and disconnected from who they are. Here’s a little secret: your personal story is your biggest asset.
Authenticity is what attracts people. It’s what makes your brand memorable and trustworthy. Vulnerability and storytelling are essential tools for humanizing yourself in the eyes of your audience. Don’t shy away from sharing the real stories—challenges you’ve faced, lessons learned, turning points in your career. Our hardships are what connects us as humans. With so much content out there, establishing connection and relatability is what will determine if someone wants to learn from you, specifically.
An easy way to get started is to reflect on pivotal moments in your career or life. Then, share those insights online through platforms like LinkedIn or Twitter. When your stories come from the heart, they’re not just content—they are what build’s your relationship with your audience.
Social Media Is Not Optional—It’s Your Personal PR Machine
If you think social media is just for influencers or younger generations, think again. In today's digital landscape, social media is the go-to platform for thought leadership, industry insights, and brand storytelling. CEOs who ignore this are missing a huge opportunity to shape their personal brand.
Platforms like LinkedIn and Twitter are where business leaders go to share their insights and engage with others in their industry. As a CEO, you should be actively participating in these conversations. Repurpose content from interviews, articles, or speeches and tailor it for different platforms. By doing this, you amplify your voice and expand your influence across multiple audiences.
Remember, you don’t have to be everywhere, but you do need to be somewhere. Choose the platform that best aligns with your brand and consistently post content that reflects your values, expertise, and vision.
Building a personal brand is not a “set it and forget it” task. It’s an ongoing effort to control how people perceive you, both online and off. The key is to be intentional, authentic, and consistent. By taking control of your narrative, leveraging your personal stories, and using social media as a platform to amplify your message, you can cultivate a personal brand that not only resonates with your stakeholders but enhances your company's reputation.