What’s Really Frustrating the CEO?
Let’s face the facts:
- Every CEO works for a brand. And, every CEO is a brand.
- The branding for every CEO is either good or bad.
- The CEO doesn’t have the choice to “not be a brand”.
The Chief Executive has to tell the story, and be the story. There’s no in-between.
The reason the CEO is frustrated is branding, plain and simple.
So, when is the CEO supposed to lead the company, when she’s busy managing her own brand – as well as the brand she represents?
The days of leading from within the bubble of the executive office are over.
Every CEO is a brand, and brands require care and feeding. Consistently. And visibly.
Branding Doesn’t Have to Be Frustrating for the CEO
There are many philosophies about what branding is:
- A brand is what people say about you when you’re not in the room
- A brand is a promised delivered
- A brand is what you put on a cow to show ownership
For the modern CEO, branding the person and the position is not a choice. Forcing marketing or your PR agency to write you and create your persona is inauthentic. The brand is you, so the branding requires your voice.
You have to show ownership for the message. You have to deliver your promises. And, when you do that, what people say about you when you’re not in the room changes.
Branding is a deliberate strategy to improve the value of your organization. And it all starts with your story.
Branding can be frustrating, as leaders are focused on action. Does effective communication really impact the bottom line?
Turns out, there’s only one answer. And that answer has to come from you.
Lion image used under creative commons. Some rights reserved by jinterwas on flickr