Why Every CEO Needs a Personal Brand
Insights from Heitland Media Group
CEOs are more than business leaders—they’re the face of their companies, ambassadors of their industries, and influencers in their own right. At Heitland Media Group, CEO Jens Heitland believes personal branding is no longer a choice but a strategic necessity. In a recent community masterclass, he shared practical insights into how executives can craft a personal brand that drives credibility, visibility, and ultimately, business growth.
The System That Shapes Success
“Building a personal brand isn’t about vanity; it’s about strategy,” Heitland said, addressing a small group of executives during the virtual session. He emphasized the importance of a structured approach, breaking it down into what he calls the “system.”
At the heart of this system is the personal hub, typically a personal website. “It’s the digital home of your personal brand,” he explained. The hub hosts all content related to the individual’s expertise and leadership style, serving as a resource for both search engines and the emerging influence of AI.
From there, Heitland detailed the content ecosystem, a method for creating consistent and credible content tailored to an audience's needs. Finally, the system includes a distribution strategy, ensuring content is shared across multiple platforms to create an omnipresent digital footprint.
“All of this works together to make sure you’re visible wherever your audience is,” he said, emphasizing that visibility isn’t just about being present but being present with purpose.
Start with Your Superpowers
According to Heitland, the first step in personal branding is self-awareness. He introduced the concept of “superpowers”—those unique abilities that come naturally to a person but seem extraordinary to others.
“What are the activities that don’t burn calories for you?” he asked, encouraging participants to reflect on their natural strengths. Heitland shared a personal example: “I’ve always been the person who connects people, whether it was organizing soccer games as a kid or bringing teams together in business. Connecting is my superpower.”
He advised participants to look back on their lives, identify recurring patterns of effortless success, and validate these insights by asking trusted colleagues or family members. “If you were a superhero, what would your costume be?” he asked, sparking both laughter and reflection.
Purpose: The Core of Your Brand
Heitland then guided the group through a process of aligning their superpowers with their purpose, using Simon Sinek’s Golden Circle framework: Why, How, and What.
“Why do you get out of bed in the morning? What impact do you want to make?” Heitland asked. For CEOs, answering these questions goes beyond personal introspection—it’s about crafting a narrative that resonates with stakeholders, employees, and customers alike.
He emphasized that while it’s important to understand your purpose, it’s not about talking endlessly about your "why." Instead, clarity about your purpose should subtly inform your decisions and communications.
Building Your Brand Pillars
To keep their messaging focused and impactful, Heitland encouraged CEOs to develop five “brand pillars”—core themes that represent their expertise and passions.
“For me, one of my pillars is leadership,” he said. “But leadership is broad, so I can talk about it from a business perspective, a sports perspective, or even a personal perspective. This keeps my content varied and interesting.”
These pillars, he explained, are essential for maintaining consistency while providing flexibility. “Your audience needs variety, but they also need to recognize your voice in everything you do.”
The Look and Feel of Your Brand
Heitland stressed that a personal brand is not just about what you say but also how you present yourself. “Do you want to appear formal, casual, or something in between?” he asked, pointing out that everything from clothing to color schemes plays a role in how a CEO is perceived.
He recounted a humorous moment during the session when one participant, Christian, revealed that his signature look—a branded baseball cap—had become his calling card at conferences. “Someone recognized me just because I was the only guy wearing a cap!” Christian said, laughing.
The lesson? Authenticity matters. “You need to align how you look and speak with who you are. Anything else feels inauthentic, and people can sense that,” Heitland said.
From Personal to Corporate Branding
One of the most pressing questions from the group was how to integrate personal branding with corporate branding. For CEOs leading organizations, this balance can be tricky.
“People trust people more than companies,” Heitland said. “Your personal brand is the gateway to building trust in your business.”
He suggested simple tactics, such as mentioning the company in personal content, linking personal and company profiles on LinkedIn, and subtly referencing team projects in videos or blogs. “It’s about showing that you’re not just a lone wolf but part of a larger, credible organization,” he explained.
Omnipresence: The Future of CEO Branding
The session concluded with a preview of next week’s topic: omnipresence. For CEOs, creating content for multiple platforms can seem overwhelming, but Heitland promises a solution. “It’s all about efficiency,” he said. “With the right system, you can create once and distribute everywhere without spending endless hours.”
A Journey of Growth
As the session wrapped up, Heitland reminded participants that personal branding is a journey, not a one-time project. “Your brand evolves as you evolve,” he said. “The key is to start somewhere, experiment, and refine as you go.”
For CEOs looking to build trust, attract opportunities, and amplify their leadership, Heitland’s approach offers a roadmap. “Your personal brand is your legacy,” he concluded. “Build it with intention.”