By Jeff Altman, Big Game Hunter
EP 3121 Learn the step-by-step framework for defining your Unique Value Proposition (UVP) and mastering the “5Cs” of branding: Clarity, Consistency, Stability, Community, and Commitment. We cover tactical execution on platforms like LinkedIn, how to balance personal authenticity with corporate messaging, and ways to avoid common pitfalls like “algorithmic role playing” or inconsistency.
Whether you’re a startup founder looking to drive growth or a senior executive looking to secure a board seat, I provide a blueprint for turning your professional reputation into a competitive advantage
Let’s talk about how, for today’s executives, it’s no longer a vanity project but a core part of leadership. I’m talking about your personal brand. In a world where name recognition does have equal impact, your reputation is honestly one of the most powerful strategic assets you have.
So, let’s break down why. Okay, that’s what we’re going to cover. First, we’ll dive into the issue of leadership invisibility.
Then, we’ll look at the actual, tangible rewards of a good reputation. After that, we’ll dive into what branding really means, give you a step-by-step guide to getting started, and conclude with common mistakes you’ll want to avoid. So, first, let’s talk about a significant risk that many leaders don’t even realize they’re taking, and that’s the risk of remaining silent in an increasingly noisy world.
Ask yourself this question seriously. When potential customers, future employees, or even investors consider your company, where do they think first? It doesn’t always have to be your company website. No, they will search you.
If you’re not there to shape your own story, you can bet someone else is. You see, your silence creates something called a narrative vacuum. It’s an empty space waiting to be filled.
It will be filled. Your competitors, your critics, random misinformation, you name it. If you don’t control your narrative, the market will write one for you.
Trust me, you probably won’t like their version of the story. This is not just a question of what-if. Take a look at this.
A recent study found that among CEOs who don’t use social media, a whopping 53% of online search results contain serious errors. We’re not just talking about an old job title here. This is about incorrect company information, quotes being misquoted, and even some negative articles from 10 years ago showing up in the first place.
Building your own brand is both important and easy
This is basically letting the wrong narrative define you and your company. Okay, so how do we move this from just managing risk to actually creating value? Let’s get into the business case. A strong execution brand is more than just defense, it’s a huge competitive advantage.
The connection between a leader’s reputation and his or her company’s reputation is very direct. Research from Weber Shandwick shows that nearly half (48%) of a company’s overall reputation is directly related to its CEO. Consider how Satya Nadella’s thoughtful, forward-thinking brand helped revolutionize the way we think about Microsoft.
The two are simply fundamentally connected. One lifts the other directly. It’s not just feeling or perception.
It hits the bottom line badly. Global executives estimate that an incredible 44% of a company’s market capitalization is tied to its leader’s reputation. Think about it.
Nearly half of a company’s stock price could be affected by your credibility and popularity. That’s a huge premium. You know, ultimately, it all comes down to one thing: trust.
We’re saturated with corporate messaging and AI content. People crave real human connection. This number says it all.
82% say they trust a company more when its senior leaders are active and visible online. Your voice is the human element that makes the entire organization feel real. I love this quote because it illustrates exactly the shift in what leadership means today.
Your influence used to be mostly internal, but now, having a public voice, sharing your vision, and being involved in your industry is more than just a nice little side project. This is a core function of the job. This is currency.
Okay, we’ve covered why. Now let’s actually figure out what it is. There are a lot of misconceptions about personal branding, so let’s cut through the noise.
Let’s be clear here. A strong executive brand is not a performance. It’s not about creating some fake persona that you have to keep up with.
It’s about authentic, consistent expression of who you are, what you stand for, and where you’re going. The whole goal is to create a magnet that attracts the right opportunities, not a mask you have to wear every day. A very simple but effective way to build your brand is to use the four V framework.
It all starts from the inside out. First, you have a vision for your future and the values that guide you. That’s your foundation.
Then you build the exterior pieces, your unique voice, your voice, and a consistent visual that represents you everywhere. Okay, it’s time to move from theory to practice. Here’s a simple, completely manageable manual to get you started.
The key thing to remember is that this doesn’t have to be overwhelming. The secret here is to start small and get really strategic. First, check yourself.
Google your name and see what comes up. Next, define your unique value proposition. Ask yourself, what perspectives do I have that others don’t? Then choose three to five core topics that you can talk about on an ongoing basis.
A respected man/woman – build your own brand to stand out
In the end, it’s just a matter of choosing a key platform. For most executives, that’s LinkedIn. Then start participating.
That’s it. Start a conversation. You know, this whole thing really comes down to a fundamental shift in thinking.
It’s about trading in an amplifier for a pair of headphones. So you’re not just communicating your company’s wins, you’re listening. You’re creating a two-way conversation, adding value with your insights, asking good questions, and building real trust.
At the end of the day, you are in it for them, not you. Finally, an important part of building a great brand is knowing what not to do. Credibility is hard to gain, but easy to lose.
So, let’s take a quick look at the common pitfalls that can completely derail all your hard work. Well, these are the big ones. First, it’s untrue.
When everyone who knows you knows you are full of energy, strive to be a stoic, no-nonsense leader online. The second is inconsistency. You know, there’s a great profile picture on LinkedIn, but there’s a blurry photo from 10 years ago on the conference website.
Third, excessive self-promotion. A good rule of thumb is 80-20. 80% of your content should serve your audience.
Finally, hide behind corporate jargon or try to be everything to everyone. That will only make you forgotten. That’s the core of it all.
People connect with other people, not through press releases. They want your real, unfiltered take on things, not some sanitized corporate spiel. In a world of automation, your unique perspective, your experience, is your superpower.
This is one thing that artificial intelligence cannot replicate and is the basis of true thought leadership. So let’s end this question. What do you want your leadership legacy to be? Because at the end of the day, your personal brand is your legacy of action.
It’s how you share your vision, live your values, and make an impact that goes beyond your next quarterly report. This is your chance to consciously write the story you want to leave behind. If you’re ready to start building that legacy, there’s lots more to help you on JobSearch.Community. We offer video courses, books, and guides, all designed for executives.
You can become an insider and access everything for one low monthly price. Or just buy things individually. Thank you for listening.
Brand promotion. Brand hijacking. Build your reputation
About Big Game Hunter Jeff Altman
People hire big game hunter Jeff Altman to provide no-BS career advice around the world because he’s done so much in people’s careers Easier. These matters may involve job hunting,
Recruit more effectively, manage and lead better, career transition, and advice on solving workplace problems.
He is the host of “No BS Job Search Advice Radio,” the #1 job search podcast on iTunes with over 2,700 episodes.
Common interview mistakes many executives make (and how to fix them)
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10 LinkedIn mistakes that cost you opportunities
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The Invisible Professional: How to Stand Out in Today’s Job Market
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