In the fiercely competitive tech arena, businesses are constantly looking to differentiate – especially those chasing high-growth. While traditional strategies focus on advancing products and services, an often overlooked yet powerful tool lies in the hands of CEOs and executive leaders: executive profiling and personal branding.
A unique voice, a focus beyond products, and a strategic investment in personal branding can have a transformative effect on business growth and help set forward-thinking companies apart.
From business leader to public figure – authenticity is key
In the age of hyper-connectivity and social media, CEOs and executive leaders must embrace the idea that they are no longer just the leaders of their respective companies but also influential public figures. By stepping into the limelight with a strong, distinct angle, they have the power to humanise their brand, build credibility and forge stronger connections with customers, stakeholders, and employees alike.
To capture attention, the key lies in cultivating a distinctive voice but also one that resonates with audiences and sounds authentic. The CEOs and executives who express their thoughts and visions with sincerity and transparency are also those who build the trust and respect of their workforce, investors, and clients. Which, in turn, becomes the cornerstone of loyalty.
The leaders who dare to humanise their brand stand out like guiding beacons in whatever industry they’re in. By crafting a powerful narrative that intertwines their personal journey with the company’s mission, CEOs and executives can build a bridge of genuine connection to their audience. They become not just business figureheads but relatable mentors sharing their journey of success with others.
In the pursuit of authenticity and credibility, vulnerability becomes a strength. By sharing both triumphs and challenges, leaders demonstrate that they are not infallible titans but compassionate individuals committed to growth and self-improvement. Vulnerable leaders take their team along for the journey and raise everyone at once.
Creating corporate purpose
Visionary CEOs also understand that being successful in the modern business landscape should extend beyond financial gains. While profitability and growth remain essential, more far-sighted leaders use their power to influence and impact society at large in a positive way. A study by the Institute for the Study of Business in Global Society shows that more than 70% want CEOs to contribute to debates and policy discussions about climate change, wage inequality, and how automation affects jobs. More than half say that CEO participation should be mandatory.
By strategically aligning companies with broader societal issues and contributing to these causes in a meaningful way (simply purpose-washing can often backfire!) visionary CEOs can make a big difference in the world while also strengthening their businesses. They attract more driven, passionate talent who are, in turn, more motivated to work for organizations that prioritize positive impact.
Gen Z and millennials prioritize working for purpose-driven companies, with many rejecting roles or employers misaligned with their values. Such a workforce fuels innovation, creativity, and productivity. A recent study shows nearly four in 10 (44% of Gen Zs and 37% of millennials) have rejected assignments due to ethical concerns, while 39% and 34%, respectively, have turned down employers that do not align with their values.
Customers are also increasingly looking for brands that embody a sense of purpose and social responsibility. Consumers trust businesses more than governments and expect CEOs to drive social change. By championing important causes, companies can establish deeper connections with their consumer base, resulting in heightened brand loyalty and advocacy.
Executive profiling is an often-overlooked tool in the business growth box, but it holds transformative power for brands to differentiate and compete on more than just technology and corporate messaging.
When done well, its impact resonates far beyond the boardroom and the bottom line. CEOs and executives today can and should be more than just corporate figures; they can become architects of a brighter future and champions of their industry.
Featured photo by George Milton.