Does a your credit union’s reputation rest on your CEO’s shoulders?

CEOs need to take care of their professional brands.

October 3, 2016 by Karen Tibor Leland, CUES Skybox

When you think Facebook, you think Mark Zuckerberg. When you think Amazon.com, you think Jeff Bezos.

These and other examples of celebrity corporate leaders show that a CEO’s personal brand can work in concert with the corporation’s brand, helping elevate both in the public’s eye.

Like it or not, today’s CEO has been pre-cast in the role of their company’s chief brand ambassador. All CEOs have the daily opportunity and obligation to build their personal brand in service of their own and their corporation’s reputation.

Much of the public makes a direct connection between a corporation and its CEO. A study a few years ago by Weber Shandwick and KRC Research showed that 49 percent of a company’s reputation is attributed to the CEO’s reputation.

That’s why it’s important for CEOs to take an active role in managing their reputations. Ways for them to do that include: