Why CEOs Need to Have Positive Brand Reputation.

A study by Burson-Marsteller concluded that 48 percent of a company’s reputation can be attributed to the standing of its CEO. A study by Weber Shandwick and KRC Research estimated that 44 percent of a company’s market value can be directly linked to the CEO’s reputation. The same study highlighted WHY CEOs NEED TO HAVE a positive brand reputation, including: attracting investors (87 percent), positive media attention (83 percent), crisis protection (83 percent) and [the ability to] attract prospective employees (77 percent) and retain employees (70 percent).

The CEO represents the company’s vision – this person should be THE representative of the company values in every way. I have worked with numerous CEO’s – the companies who thrive all have one thing in common other than a GREAT LEADER – they have a CEO who lives, breathes, and dies by the company values. Companies who have outdated mission statements, no brand attributes to speak of, no employee training, and a CEO who lacks the knowledge to know all of these are important – are not doing well. The CEO should build a personal brand – in-person as well as online – that lifts/complements/strengthens the company brand. People want more than a concrete box – they buy from people, from strong brands they feel they relate to/have an emotional connection with.

This doesn’t stop with the CEO. The C-Suite, everyone in sales, all HR, communications/marketing teams – everyone should have a LinkedIn, be a thought leader in SOMETHING, post weekly (Daily is preferred), and ENGAGE with others. Building brand with PEOPLE inside of a company, builds connections to the company…How do you create loyalty? Build brand inside of the company – see Hal Lawton, current CEO of Tractor Supply – doing a great job of building brand online, sharing videos, and connecting to his audience and beyond. He shows his face, seems to really understand online brand building for his personal brand, and is doing a great job…glad he is in Nashville!

According to CEO.com, 61 percent of CEOs, don’t have much of a social media presence. THEY ARE WRONG – LEADING THEIR COMPANIES IN THE WRONG DIRECTION. I am SO passionate about this because it isn’t helping the company if you are like Oz behind the screen. To be seen, known, liked, respected, a thought-leader is vital for success as the world continues to move at a rapid pace…Come out from behind the curtain. Things change on a dime. Don’t wait!

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