Did you know you’re already a brand? By default we all have a reputation, so our personal brand is what people think of us. It’s what we’re known for. Jeff Bezos calls it ‘what people say about you when you’re not in the room’.
But creating a brand by design is different. Executive branding uses marketing techniques to strengthen and give credibility to your personal brand; that is, your attributes, passions and vision that add value to your professional activities.
Executive branding is portable and personal, meaning it isn’t attached to a certain organization. It is a separate, differentiated identity that follows you wherever you go. However, it is significantly related to the company you lend your name to; whether you’re the CEO or another C-suite employee. Consider this: In a global survey on reputation risk by Deloitte, 87 percent of all executives polled rated reputation risk as more important than other risks faced by their companies.
Done correctly, executive branding allows clients to form a human connection with the people behind an organization, creating a familiarity that enhances trust even before the first point of contact. As the old adage says, people buy from people. They want to know that when considering a company, the people behind the products and services are experts in the industry.
Source : http://customerthink.com/a-diy-guide-to-executive-branding/247