Your product or service isn’t the only thing you need to be promoting. As a CEO, one of the most powerful exposure and revenue-building tools your company has is, in fact, you.

CEO branding is the new corporate branding. People want an emotional connection to the brands they are invested in, so it’s important for those brands to have a face — and that’s where CEO branding comes in.

CEO branding is the process of aligning your face with your corporate brand. This process includes public relation activities, media interviews, philanthropy, articles, books, speaking engagements and employee treatment. It requires integrating the CEO’s brand DNA into how the company is viewed publicly. In a competitive marketplace, it is a differentiating factor. Though it happens naturally, CEOs need to be forward-looking in strategizing their brand — or reactive in managing it.

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