Personal branding for C-suite: Why creative agencies do it best

In today’s digital landscape, personal branding has become a vital element for executives across all sectors. Business leaders are increasingly viewed as representatives of their companies, with their public image and values reflecting directly on the business. This shift places a unique responsibility on creative agencies, which are now tasked with shaping and managing the public personas of corporate leaders.

For creative agencies, the debate has moved beyond whether executive branding is necessary to how it can be orchestrated effectively. Agencies are now fully engaged in helping leaders build impactful, authentic images that align with corporate values and resonate with stakeholders. Let’s explore why agencies are uniquely positioned for this role, as well as the benefits and challenges that personal branding entails.

The power of personal branding for executives

Personal branding for executives brings numerous benefits, not only for the individuals themselves but for the companies they represent. Agencies play a crucial role in unlocking these advantages and aligning them with corporate goals.

One of the key benefits of executive branding is the establishment of thought leadership. Creative agencies help executives become respected voices within their industries, often by building a strong social media presence, arranging speaking engagements, and producing thought leadership content. Through these efforts, leaders gain credibility, and their association with the company enhances the organisation’s own profile and reputation.

Personal branding also reinforces corporate values. Executives who embody a company’s mission and values help to strengthen the brand’s identity. For instance, when a CEO advocates for sustainability, it reinforces the company’s commitment to eco-friendly practices, building trust among customers and employees. In these scenarios, agencies ensure that the executive’s personal brand aligns closely with the company’s core values.

In times of crisis, a well-managed personal brand can act as a stabilising influence. Leaders who have cultivated a reputation for transparency and empathy are often able to address challenges more effectively, helping to defuse difficult situations. Agencies play an essential role here, offering tailored guidance and ensuring that messages are delivered consistently and appropriately during challenging times.

Moreover, personal branding can enhance talent attraction and retention. High-profile executives with positive public images tend to attract top-tier talent, as potential employees are drawn to leaders who demonstrate vision, innovation, and a supportive culture. By building a leader’s reputation in a way that reflects these qualities, agencies make organisations more appealing to job-seekers and help to retain valuable employees.

Challenges of executive branding

While personal branding offers clear benefits, it also comes with risks. For agencies, managing these risks is as important as promoting the advantages.

One significant challenge is the potential for over-identification between the executive’s brand and the company’s identity. When an executive’s personal brand becomes too closely tied to the company, any personal controversy can quickly impact the organisation’s reputation.

Bhavish Aggarwal’s recent scrutiny over social media comments illustrates how easily a leader’s image can complicate public relations for the brand. Agencies must be careful to manage these associations and create a separation when needed.

I have no choice but to accept @bhash’s offer to work with OLA…
After being tagged thousands of times I anyway feel like I am an OLA employee.
OLA can seal this collaboration by committing to the below action points & looking forward to joining. pic.twitter.com/flqOgIkUo6

— Kunal Kamra (@kunalkamra88) October 28, 2024

Balancing authenticity with strategy is another hurdle. Audiences today highly value authenticity, and a personal brand that seems overly polished or insincere can damage trust. Creative agencies work to keep executive brands true to the leaders’ personalities, helping them avoid the pitfalls of an overly curated or artificial image.

Handling negative publicity is an inevitable part of personal branding for high-profile leaders. Executives face continuous public scrutiny, and even minor missteps can lead to PR crises.

Figures like Elon Musk, whose social media presence has occasionally been erratic, demonstrate how volatile personal brands can be. Agencies need to anticipate potential crises, prepare strategic responses, and have a plan for mitigating negative publicity’s effects on the corporate brand.

Another challenge is the disassociation process. Sometimes, companies must distance themselves from a high-profile leader due to a shift in strategy or public controversy. This is no simple task, as shown by BharatPe’s efforts to reestablish its brand following Ashneer Grover’s departure amid controversies. Agencies assist in these situations by helping the company develop an independent identity that thrives beyond any single individual.

Why agencies are indispensable for C-suite branding

Personal branding has evolved beyond traditional media mentions and interviews. It now involves a comprehensive approach to crafting an image that reflects a leader’s values, personality, and vision. Agencies excel in this arena, offering a range of benefits that support both the executive and the organisation.

One of the most valuable outcomes of a strong executive brand is its ability to humanise the company. In an age that prizes authenticity, relatable leaders make a substantial impact on the brand’s appeal. Creative agencies help executives project a genuine, approachable persona that enhances the corporate image and fosters closer connections with stakeholders.

Another benefit is building trust and credibility. Executives who are visible, knowledgeable, and consistent contribute to the company’s credibility. Agencies play a pivotal role in positioning leaders as trustworthy authorities in their fields, helping to shape positive perceptions among stakeholders.

A strong personal brand also drives business growth. Executives with a positive public image attract investors, clients, and top talent, making their visibility an asset in negotiations and partnerships. Agencies are key players in amplifying these benefits, managing the executive’s public profile in ways that create opportunities for the business.

Walking the tightrope: Managing the leader-company dynamic

For companies with charismatic leaders, there is often a delicate balance between aligning with and distancing from the executive’s personal brand. High-profile figures like Elon Musk, Bhavish Aggarwal, and Ashneer Grover illustrate the complexities of this relationship.

Leaders who cultivate passionate followings can significantly boost the brand’s visibility and attract loyal customers. However, their actions and statements can lead to both successes and crises, as seen in Musk’s recent social media controversies. Creative agencies that work with such figures must closely assess the potential impact of each public statement and be prepared to manage both the positive and negative consequences.

Responding to public scrutiny is another challenge. When an executive’s comments are scrutinised, as with Bhavish Aggarwal’s social media interactions, the company must determine whether the association enhances or detracts from its brand. Agencies play an essential role here, helping leaders navigate the fine line between personal expression and corporate alignment, ensuring that the executive’s public persona supports the company’s mission and values.

Agencies as key players in C-suite branding

For creative agencies, guiding executives through the complexities of personal branding is both an opportunity and a responsibility. Although personal branding can humanise a company and build trust, it also requires careful and sustainable management. Agencies are instrumental in helping leaders construct narratives that enhance the corporate brand without overpowering it.

The aim is to develop a personal brand for the executive that contributes positively to the company’s reputation, creating resilience for the brand itself. As personal branding continues to gain prominence, agencies are ideally positioned to guide the next generation of business leaders. They ensure that leaders’ influence strengthens the brand, while simultaneously protecting the organisation’s integrity and longevity.

- Sakshi Kalani, CEO and founder of Savy Click and Jaipur Unfolded.