Managing the Personal Brand and Public Presence of Executive Leaders

Course Overview

The hardest part of executive personal branding is rarely deciding — it is holding the decision when it becomes unpopular. Teams read what their leaders tolerate on the wider organisational leadership agenda far more accurately than what their leaders announce. It establishes a shared vocabulary for this aspect of organisational leadership so that teams can disagree productively about it. Participants gain a realistic view of what executive personal branding costs and what it returns. The programme works equally well for those formalising this area of organisational leadership for the first time and those improving an existing approach. The difficulty is not agreeing that the practice within organisational leadership matters — it is deciding what to stop doing to make room for it. Benchmarking exercises repeatedly place executive personal branding among the areas with the widest performance spread. Exercises escalate in difficulty, ending with the ambiguous situations that make this strand of organisational leadership hard in practice. The course ends by identifying what the participant will stop doing to make the wider organisational leadership agenda sustainable.