C-Suite Network™

5 Ways CEOs and Business Owners Harm Their Corporate Brand

5 ways CEOs & Business Owners harm their company brand


As a CEO today, whatever the size of your business, your personal brand is a hugely significant part of the company brand. The way you communicate internally and to the outside world, how you lead, how you manage your visibility and profile is a dimension of the brand that speaks volumes about your corporate personality and adds the authentic layer that is critical today to build trust and respect in your company.


Here are some of the ways in which I’ve seen business leaders dilute and damage their corporate brand without knowing it:

Not paying enough attention to the fact that their personal brand IS the company brand and vice versa.

As business owner and/or CEO, your behaviors will be completely indicative of the way the company does business in the eyes of your clients and potential clients, and the way the company does business will create a perception of you as a person. Make sure you are not damaging either brand and work on creating the necessary alignment.

Not paying suppliers on time

Unfortunately, this never gets attributed to just the Accounts Department, this once again reflects your personal brand and labels you and your business as disrespectful, disorganized and uncaring, all of which may well be untrue. Furthermore this gets talked about and with social media and review sites like Yelp and TripAdvisor now, it spreads quickly!

Not being visible enough in your target market


You are missing a huge marketing opportunity for extra exposure, to build authenticity and give your company more ‘personality’ by being hidden in your office. Develop a strategy to be more visible on social media, write blogs, speak at local or national events, get yourself on expert panels, attend events that you might normally avoid. Create a visibility plan that aligns with your strategic objectives as a business, and do something on it to raise your visibility every week.

Not paying attention to levels of employee engagement

You need all your employees to be true advocates of your business and your products & services and to reinforce your company brand messaging in their own individual and authentic way. This results in creating improved customer experiences and a better brand for you as an employer. Understand your employees, listen to them and look after them. Happy employee = happy customers.

Not being innovative


Doing what you’ve always done will not get you to where you want to be in the future. With millennials representing an ever-increasing percentage of your employees, clients and customers, you need to be continually looking at remaining relevant and creating a workplace that your people love and can thrive and develop in. You’ll be labelled dated in your approach if not, and damage not only your company brand but your personal brand too.

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