In today’s dynamic communications landscape, CEOs play a far greater role than simply managing their organizations. They are ambassadors for their brands, magnets for talent, and champions of sustainability and innovation. Leaders across all sectors – multinationals, startups, and family businesses alike – are now expected to embody the identity and values of their companies in ways that resonate with audiences and stakeholders.
One of my first experiences with CEO positioning was with a leader in the mobility sector. In a short time, he became recognized as a thought leader in Dutch business media. What stood out was how often he was approached after sharing personal details during interviews – like his love for a local football team. It was a reminder that authenticity is magnetic. When leaders move beyond rehearsed talking points and show their human side, they become relatable, engaging, and ultimately more effective.
This authenticity is even more critical in the social media era. At Serviceplan, we guide CEOs in using platforms effectively, ensuring their unique voice and values come through. Many Dutch leaders have embraced this, pairing their insights with personal photos to add warmth and exclusivity to their posts. However, creating this connection requires trust and collaboration.
Building the framework for CEO positioning
Effective CEO positioning begins with thorough analysis. We use data-driven tools to identify relevant themes and map out focus areas aligned with the leader’s goals and audience expectations. From there, we collaborate with the CEO to define their vision, key messages, and personal story elements that will make their communication stand out.
The result is a tailored communication profile that is communicated thought all channels – from media interviews to social platforms. But it doesn’t stop there. Messages must reach the right media outlets, and the impact must be continually measured to ensure alignment with broader goals.
The long game of building influence
Positioning a CEO as a thought leader isn’t a quick win; it’s a marathon. It requires consistent effort, patience, and the willingness to evolve. Even the most experienced executives don’t become trusted voices overnight.
Trust is the cornerstone of success. One of our longstanding clients – a co-founder of an IT company – understood this from day one. He embraced the power of authenticity, recognizing that his personality, combined with products that resonated with Dutch consumers, was key to positioning his brand effectively. Over the years, his hands-on approach and availability for real-time media interactions have set him apart in a fast-paced communications environment.
Media value not just the insights CEOs offer but also their ability to respond quickly. This blend of personal involvement, trust, and strategic messaging is what creates meaningful connections with audiences.
The reward of shaping leaders
For me, the most fulfilling part of advising CEOs is the chance to work with inspiring leaders who broaden my own perspective. Helping them shape their voice and navigate the complexities of modern communications is more than a job – it’s a partnership that fosters long-term success for both the leader and their brand.
In today’s world, a CEO is not just a manager but a brand in their own right. With the right strategy, they can build trust, inspire loyalty, and lead their companies into a future where authenticity and connection matter more than ever.
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