How to build an authentic executive brand

What inspires you to follow someone on social media? Obviously, there are many different reasons, but the underlying motivation is the person has something to say. You choose to follow someone who’s interesting and who you can learn from. This person feels genuine. The way this person talks. The experiences this person shares. The things this person seems to know or have figured out. It feels like this person is speaking to you. Anyone can be an expert, but being genuine and authentic sets some people apart.

‍

Can an executive really be authentic, or is it just a persona?

The same goes for executive brands. People want to follow executives who have something informational, educational, or inspirational to offer. It comes from where they have been and how they arrived at their current situation. They want executives who feel like real people with interesting stories and insights. They know who they are and what they believe. They aren’t afraid to say what motivates them and where they want to go. They like to connect with their online communities. And it comes across in every post, comment, blog, or video.

‍

Know your North Star

To maintain a consistent and clear presence across all communication channels, you need to know a few things about yourself:

• Guiding principles: These are your foundational beliefs and values that guide decisions and actions. Think of it as your North Star or guiding compass. This also extends to how you show up as a leader. If you don’t have these figured out, it's hard for people to know who you are.

• Messaging pillars: These are themes that you care deeply about. For some, it is being a catalyst for change. Others might see diversifying the voices and faces in an industry to ensure everyone has a seat at the table. Someone else might see the power of strategic partnerships. The pillars are the things you really want to talk about. This is what your brand stands for. Plus, they keep you from getting random with your posts or getting distracted by the latest bright, shiny object in the media.

‍

Have a voice

Are you bold? Dry sense of humor or always business-like? Do you like to help people understand why things work? Do you thrive on the edge of innovation? Do you like to show people what’s possible? Are you a big- picture thinker, or is getting into the technical weeds your sweet spot? Personal stories or customer case studies? Think about the stories you like to tell and how you tell them. This is your authentic voice.

‍

Be visible and engaged

Social media is about being connected and engaged. So, be part of the conversations. Interact with industry experts, peers, and influencers. Contribute engaging comments to others’ posts. Respond to posts where you are tagged. Respond to comments in your own posts to engage the audience. Always offer a thoughtful take on the subject. You don’t always have to agree but share your POV respectfully. These interactions demonstrate an executive willing to interact and have meaningful conversations. It fosters relationships that build a loyal following.

‍

Be an (authentic) authority

Executives hopefully got where they are because they know what they are talking about. Right? They are experts. They have a deep knowledge of their industries. They know the trends, the challenges, and current and maybe future solutions. They can cite reputable sources or studies. They work with customers who demonstrate successes and failures. They can identify issues, analyze them, and explain how their followers can go through the same process. Having industry-specific awards is a bonus. Remember, skeptics abound. If you are making stuff up without the credentials to back it, you will be called out. You don’t want that to happen.

‍

Keep your priorities straight

Executives work for companies. They lead teams with priorities and goals. An executive’s brand should always align with a company’s mission, goals, and priorities. When it doesn’t, trust, credibility, reputation, employee morale, as well as legal and ethical considerations, come into play.

‍

There is an art and science to executive branding

Putting all the pieces together to create an authentic and engaging executive brand is both art and science. The art is interpreting conversations and questions and thinking deeply about inspiration and drive. The science is analyzing the audience and knowing relevant channels of communication. It’s about data that looks at impact and engagement. It’s about a lot of things. Delightful is here to help you build an executive brand that resonates deeply with executives and their followers.