As 2019 begins, you need to start planning and thinking about your brand building strategy. When talking about building your brand’s reputation, it’s not just your company brand that requires forethought and planning, but your CEO brand as well.
One way to plan out your CEO brand is to consider a matrixed approach that includes: reputation management, thought leadership, content marketing, and executive presence.
In my experience working with small business owners, entrepreneurs, and CEOs, building a personal brand around these four areas creates a solid foundation that results in the simultaneous strengthening of both your company and your personal brand. Here are a few things to consider as you plan out your next year’s personal brand strategy.
What do you want your online reputation to be in 2019?
Whether it’s building a website, fleshing out a LinkedIn profile, or establishing a robust Twitter account, a solid executive brand requires a pro-active approach to reputation management – especially online.
One quick test to see where you stand is to Google your name and see what comes up. Doing this gives you the opportunity to remove any incorrect information, update old photos, and replace them with new ones. This allows you to be more conscious of what anyone who Googles you will find.
What type of thought leadership do you want to be known for in 2019?
You can hardly pick up a business book these days without reading about the importance of thought leadership. Building a personal brand requires determining a specific area within your field and then establishing public expertise around it. Keep in mind that there are different flavors of thought leadership including:
- Celebrity – This refers to the CEOs best known for their personality.
- Cerebral – This one pertains to the CEOs best known for their way of thinking.
- Consequential – This refers to the CEOs best known for the results they produce.
What will be the best strategy for getting your message across in 2019?
There are over 40 different core strategies you can use to get your personal brand out there including LinkedIn, advertising, podcasts, Twitter, Blogging, writing articles, public speaking, and more. Unless you are one of those fortunate people who have unlimited amounts of time (and money), it’s unrealistic to think you are going to pursue all of them. Best practice is to pick the top 3-5 that fit your goals, audience, and talents, and pursue those.
What will you do to create your brand by design instead of by default in 2019?
Reflecting on the goals and strategies for your business brand in 2019 will help you set a course for building your personal reputation in the coming year. Expanding that process to include your CEO brand ensures that you get the best of both worlds. Remember that the best personal brands have a distinct narrative that conveys a feeling and tone. Developing a strong leadership presence is essential to building a personal brand that comes across with power and intent.
Karen Tiber Leland is the founder of Sterling Marketing Group, a branding & marketing strategy firm helping individuals and companies build stronger brands. She is the best-selling author of The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand. For more information, please contact [email protected].