In today’s hyperconnected world, people don’t just follow brands—they follow people. In particular, they follow leaders who speak authentically, lead visibly, and build trust online. That’s where the line between personal branding and corporate branding begins to blur.
According to Edelman’s 2023 Trust Barometer, 61% of people trust company CEOs more when they communicate openly online. When leaders show up authentically, they can amplify their company’s reputation far beyond what official brand channels can achieve.
This article explores the synergy—and the tension—between personal and corporate branding, and how digital leadership can shape public trust.
Defining the Two Brands
| Type | Description |
| Corporate Branding | How an organisation presents its values, mission, voice, and image to the world |
| Personal Branding | How an individual (e.g., CEO, executive, or employee) expresses their personality, expertise, and credibility online |
Both matter—but personal branding humanises corporate branding.
Why Personal Branding Matters for Business
1. People Trust People More Than Logos
According to Sprout Social (2024), 82% of consumers are more likely to trust a company whose senior leadership is active on social media.
While a corporate post may feel rehearsed, a leader’s LinkedIn article or video builds emotional connection. Customers, investors, and even employees want to hear the human voice behind the brand.
2. It Influences Talent Attraction
Leaders with strong personal brands attract talent. LinkedIn’s 2024 Global Talent Report shows that 75% of job seekers research the leadership team before applying.
When CEOs and executives share company culture, challenges, or personal growth stories, it builds trust and transparency.
3. It Can Influence Sales and Partnerships
Personal branding = Thought leadership.
Decision-makers are more likely to partner with companies whose leaders demonstrate expertise and vision online.
Example:
Elon Musk’s X (Twitter) account often outpaces Tesla’s official page in engagement. While controversial, his visibility makes Tesla top of mind in the EV space.
When Personal Branding Becomes Corporate Branding
A well-aligned personal brand can boost company visibility. Consider:
- Satya Nadella (Microsoft): His posts on empathy, innovation, and inclusive leadership mirror Microsoft’s values—and have helped reposition Microsoft as a human-centric brand.
- Whitney Wolfe Herd (Bumble): Her advocacy for women and transparency reflects Bumble’s mission of female empowerment, making her integral to the brand story.
In these cases, the leader becomes the brand—and that’s powerful.
Risks of Misaligned Personal Branding
But there’s a flip side.
If a leader’s personal brand clashes with company values, it can confuse or damage public perception.
Example:
A CEO advocating sustainability personally, but leading a company that lacks green initiatives, may be seen as hypocritical.
Other risks:
- Posting politically divisive content
- Sharing misinformation
- Appearing overly self-promotional
Solution:
Leaders should define a personal brand strategy that reflects both personal beliefs and company values.
The Win-Win: Aligning Personal and Corporate Branding
When both brands work together, you get:
- Increased reach (followers of the leader get exposed to the company)
- Authenticity (real people telling the brand story)
- Resilience (a trusted leader can help a company recover faster from crisis)
How to Build a Strong Executive Personal Brand
1. Clarify Your Personal Brand Pillars
Start by answering:
- What do I stand for?
- What expertise can I share?
- What values do I want to reflect?
- How do these connect to my company’s mission?
Use a personal brand guide like Brand Builders Group to map your pillars.
2. Choose the Right Platforms
Not every platform is suitable for leadership branding.
| Platform | Best For |
| Professional thought leadership, team culture, hiring | |
| Twitter/X | Fast opinions, industry updates, live engagement |
| Medium | Long-form reflections and deep insights |
| YouTube/Podcasts | Human connection through voice/video |
Start where your audience already is.
3. Share More Than Wins
Authenticity includes challenges, not just polished success stories.
Post about:
- Lessons from failure
- Internal team initiatives
- Personal growth experiences
- Behind-the-scenes leadership decisions
These posts foster relatability and transparency—two drivers of trust.
4. Engage, Don’t Just Broadcast
It’s not enough to post; leaders should respond to comments, join discussions, and share others’ work. This builds two-way connection and credibility.
Use tools like:
- Hootsuite
- Buffer
- Shield Analytics for LinkedIn – track engagement and personal brand metrics
When to Separate Personal and Company Brands
Not every leader wants to be the face of the company. It’s okay to keep a professional personal brand distinct from the company, especially if:
- You’re in a regulated industry (e.g., finance, law)
- You have multiple ventures
- You want to protect your private life
But even in these cases, it helps to share occasional values-aligned content that connects back to the company.
Personal Branding During a Crisis
A leader’s voice becomes even more important during tough times.
Instead of hiding behind press releases, leaders should:
- Acknowledge the issue publicly
- Share action plans
- Take responsibility where needed
Edelman (2023) found that 70% of people say CEOs should speak out in a crisis, not just issue statements.
Real-World Example: Airbnb’s Brian Chesky
During the COVID-19 crisis, Airbnb’s CEO Brian Chesky:
- Wrote a heartfelt public letter about layoffs
- Shared personal sadness, not just numbers
- Took responsibility and focused on future rebuilding
The letter went viral—and many praised Airbnb for its human approach to leadership.
How Companies Can Support Executive Branding
Your leaders don’t have to do it alone.
Support strategies:
- Provide content ideas, writing support, or ghostwriters
- Share monthly performance metrics of personal posts
- Protect and train executives on digital security and ethics
- Align messaging between C-suite and brand marketing
Note
In the digital era, your leaders are your loudest brand amplifiers—or your biggest risks. By investing in authentic personal branding, organisations can build greater trust, improve reputation, and connect with stakeholders in more meaningful ways.
When personal and corporate brands align, they become a powerful force of credibility, connection, and influence. So empower your leaders to lead out loud—and let the voice behind the logo build your future brand.
More Read
References
Brand Builders Group. (2023). The ROI of personal branding. https://brandbuildersgroup.com/blog
Edelman. (2023). Trust barometer: The new leadership mandate. https://www.edelman.com/trust/2023-trust-barometer
Forbes. (2023). Why executive branding is business branding. https://www.forbes.com/sites
HubSpot. (2024). Personal branding tips for leaders. https://blog.hubspot.com/marketing/personal-branding
LinkedIn. (2024). Global talent trends report. https://www.linkedin.com/business/talent/blog
Sprout Social. (2024). Social media and leadership statistics. https://sproutsocial.com/insights
