Understanding the Difference: Personal Branding vs. CEO-Positioning
An article by Julia Kroeber-Riel
For CEOs, building a strong personal brand and a clear positioning is becoming increasingly important – especially on social media, where statements and posts can quickly gain wide visibility.
But what exactly is the difference between personal branding and CEO positioning? And why are both so crucial? At superconsult, we work in this field every day and have a clear understanding: while these are distinct approaches, they strongly complement each other.
Personal Branding: The Power of Personality
A strong personal brand acts like a magnet – it draws attention. It’s built on an individual’s unique traits, skills, and values. Take Richard Branson, for example, known for his eccentric personality and adventurous spirit. By sharing stories and insights into his life, he has become one of the world’s most recognized personal brands. On LinkedIn alone, he has more than 19 million followers. His posts go far beyond business – covering family, politics, life philosophy, and the secrets to success. In short: it’s personal.
CEO Positioning: The Art of Strategic Differentiation
CEO positioning goes beyond personal charisma and focuses on strategic alignment within the corporate context. It’s about creating a distinct profile that reflects not only the CEO’s strengths but also the needs and expectations of key audiences.
A prime example: Markus Krebber, CEO of RWE, was recently named the top-performing CEO on LinkedIn by the agency Palmer Hargreaves in their LinkedIndex24 study, which analyzed the 100 HDAX CEOs on the platform. His presence is a clear case of successful CEO positioning. His posts focus primarily on professional topics, prepared with care: “He uses the platform to make his issues tangible through sophisticated infographics. He calls for political action, communicates strategic partnerships, and outlines roadmaps for the future.” Personal anecdotes, like giving up coffee, are rare. This is positioning – with a touch of personal branding. Each CEO finds their own best balance.
As Markus Krebber’s example shows, a strong personal brand can be very helpful for effective CEO positioning – but it’s not a prerequisite. Another good example: Oliver Zipse. He doesn’t cultivate a strong personal brand, yet he is ranked as the DAX-30 CEO with the best reputation among business journalists.
The Synergy Between Personal Branding and CEO Positioning
A strong personal brand provides the foundation for compelling CEO positioning. It creates trust and credibility, which in turn amplify the relevance and impact of positioning efforts. When a CEO aligns personal values and beliefs with the company’s strategic goals, the result is a powerful connection that strengthens not just the CEO’s profile, but also the company and its brand.
In corporate communications, personal branding and CEO positioning are like two sides of the same coin. Personal branding highlights a CEO’s individuality and personality, while positioning strategically leverages these qualities to serve corporate objectives. Together, they form an unbeatable combination that enhances the visibility and influence of the CEO – and strengthens both internal culture and external perception of the company.
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