Your Brand Isn’t What You Do. Your Brand is the Impact You Bring.
Companies aren’t buying what many executives are selling.
In a cut-to-the-chase, hyper-competitive, globally uncertain business environment, Boards of Directors, and CEOs pursuing exceptional talent are looking for people with a history of creating results, not people doing the things that should create results.
If you compile the findings of surveys querying CEOs’ biggest concerns, top executives consistently state their angst is linked to:
- Leading Digital Transformation
- Creating Disruptive Innovation
- Securing Global Data
- Finding Critical Talent
- Ensuring Organizational Alignment and Employee Engagement
- Navigating Geopolitical Uncertainty
Driving revenue growth, increasing cash flow and profitability, creating client loyalty, and improving shareholder value come with the job. If a CEO isn’t achieving these, he or she will quickly add to the statistics about rapid CEO turnover.
This means executive branding isn’t about creating awareness and market perception about what you do. Executive branding is building a reputation, crafting a powerful message, and clearly communicating your impact on what matters to CEOs and Boards, and how effectively you engage with the people around you.
Your brand is:
- Knowledge – What you know or the answers you can get.
- Relationships – Who you know or who you can connect with.
- Results – How what you do produces results that impact what matters.
- Reputation – Your history of delivering outcomes that drive corporate success.
A scan of executive resumes and LinkedIn profiles reflects a gap between what many committed and successful leaders are talking about and what the people hiring them care about. Whether you want to advance in your current company or are considering outside opportunities, it’s time to refresh your brand around your results more than your activity.
Source: Leapfrog Executive Services