The ease and accessibility of the Internet and social media has pretty much uprooted the idea that companies can only communicate with their consumers via their own marketing collateral.
Nowadays consumers have become more individualized in their purchasing habits and want the same thing from the companies they are buying from. These changing habits are why B2B companies should direct some of their marketing efforts to executive branding which allows consumers to feel connected to high-ranking officials within a company.
Despite the importance of executive branding, many C-level executives are hesitant to embrace the idea citing that there’s no need. But for those who are onboard, they should keep the following points in mind in order to successfully brand their executive reputation.
1. Prioritize your social media personality
Leave the official corporate marketing to your company’s official channels. Your followers aren’t going to want to read the same message twice. Your social channels provide the opportunities for you to add your own narrative thread to your company’s message. Consumers will learn to trust and in turn, your company’s brand. And while you’re at it, take a break from posting exclusively about your company and share a tidbit of personality with them. Thought Wonder Woman was great, or took a funny personality quiz? Share that with your followers so they know you don’t just eat, breathe and sleep your company.
2. Dazzle at speaking events
We’ve all been to conferences where a C-level executive is speaking about your industry, only to be disappointed by their lackluster performance. If you’re fortunate enough to have scored a speaking engagement, it’s not enough to go up on stage and regurgitate the same spiel about your industry or company. You need to tailor your speech to your audience in a way that will be engaging to them. Try adding personal experiences with your company or industry to add personality to otherwise humdrum events.
3. Pick a specialty topic
If you’re an executive, it’s going to be assumed that you’re pretty well-versed in your industry. But maybe there’s a niche within your niche that you’re particularly interested in. Delve deep into that topic and try to become your company’s go-to-person for that topic. Having a special interest and sharing that special interest with your colleagues and consumers will develop your personal branding, while solidifying and maintaining your executive status.
4. Push out authoritative content
Build off of the previous tip and publish thought-leading content concerning your speciality topic. Shop a blog article and see if you can post on an authoritative site in your field. Also, if you’re consistently pushing content out to a place where your target demographic will see it, you will stay relevant, your company’s brand will stay relevant and you will continue to develop that network of trust between you and your consumers.
The whole point of executive branding is to establish executives as living, breathing individuals with personalities that intersect with their work. Successfully maintaining an executive brand can be the little extra that sets your company and personal brand from the rest.