8 May 2009 111 Comments

How executive brands affect corporate performance

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


executive-brandcorporate-brand-growthWe live in a changing world no doubt. Branding now has several branches. The earlier we all adjust to this demand as corporate players the better for each one of us. The impact of executive brand is phenomenon and those who ignore this will stay in the cold for long. We can not afford to pretend that we do not know that the personality, behaviors, attitudes as well as attributes of executive will go a long way in determining what the corporate returns will be. One of executive’s brand role is to communicate the corporate brand with great attitude. It does not mean they should abandon their own personal brands. In fact executive brand must stem from personal brands of the individuals involved. They need to be authentic, real, and genuine.

Executive brand being the mirror of the organization reflects the organization more than anything. Developing and crafting right executive brand has therefore become imperative if the corporate brands must be successful. In a recent article by Deb Dib quoting an online research group, a line attracted me which says “CEOs reputation accounts for 50% of the overall reputation of the company”. Going by this it is obvious that leaving the management of executive brands of any corporate organization to chances will be tantamount to self-destruct. Executive branding has a great influence on the commitment level of all the stakeholders which includes customers, employees, investors, brand community among others. Executive brand can also affect negatively positive perception of the services being rendered by the corporate brands. Let us take a case study, how many will invest in a corporate brand whose executives are commonly associated with different scandal- both perceived and imaginary? Interestingly some of the accusations in the dailies are far from being true to life. The packaging as well as positioning of executive brand is really important. For any corporate executive to be a great advantage to the corporate brand the following must be noted.

1. Communication with finesses: You may not need to be another “obama’ and hey great if you can, but ability to communicate the corporate objectives well without having to carry papers around each time will add value.

2. Build strong personal positive perception: With low self esteem, the executive brand will not be a best bet for the corporate brand. With strong personal brand in conjunction with executive brands, you both fly

3. Be at home with great presentation: part of what makes an executive brand what it is the ability to deliver technical messages in a lay man’s language that will make everyone to run with it.

4. Dress sense: you have got to represent the corporate brand. Apparel often proclaims a man. This enhances corporate presence.

5. Be recognized as an authority as well as a value added asset: As an executive, if you are noted noted as an authority in a niche, you may not relevant or command respect. That is the reason while university Vice chancellors are expected to hold a Doctoral degree (that is not honorary) in one of the courses being offered in a particular university.

Does the cap of an executive fits your head, or do you need proper packaging so you may show up in the radar at the next opportunity, or are you one? Is your personal brand value adding more to your executive position?  Consult an expert who can help. That is why we are here.

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