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How CEOs Should Use Personal Branding to Drive Business
Jasmine Sandler / ClickZ / July 24, 2013
One of the greatest assets your company has for online marketing is the CEO. Nurturing her personal brand enhances the company’s brand. Given the ease of social media and other online channels, not using the CEO is a lost opportunity to cultivate the company’s image in the minds of the media, prospects, customers, and other decision-makers.
Do personal branding online right and the result is a big boost to the company’s top-of-mind brand awareness, lead generation, and competitive edge, all of which lead to increased sales, market share, and revenue.
Earlier this year, I wrote about the social media initiative of Men’s Wearhouse. George Zimmer, the CEO of Men’s Wearhouse at the time, was an integral part of the efforts. His commercials were shared by his loyal followers and Men’s Wearhouse customers on sites like YouTube, videos on Facebook, and media on the company’s Twitter page.
In other words, his personal brand as a dapper, successful business executive supported the company’s brand in a meaningful way. And the support was mutual: Zimmer’s social media outreach on behalf of the company supported his own personal brand. He was utilized for consistency in the company’s online marketing, represented the brand to consumers, and engaged daily with his community of followers.
Whether you’re selling suits or widgets, that’s what the senior executive needs to do. Some delight in tweeting and blogging themselves; but the tasks can be easily delegated to a staff member or agency team member in an authentic way that delivers the CEO’s voice.