CEO: How to manage personal brand?

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The writer, Mr Jamie, is the founder of Appworks in Taiwan.

For the rapid growth of the pursuit of expansion efficiency of enterprises, in addition to the increasingly well-known enterprises, product brands, if the CEO can have and continue to operate a good personal brand, in practice, is a very high benchmarking strategy.

Value

The biggest rewards come from helping you win better suppliers, channels, investors, etc. When your users, business scale is growing strong, in the cooperative enterprise will also need to move upstream of the food chain. A CEO brand with an influence in the industry can help. In addition to knocking open the door, to increase the other side pull down the intention of cooperation, and may even attract the idea of the quality of the partner initiative to come to the door.

Another obvious reward is talent, especially for senior managers who have a wealth of industry experience. These people are often in a good career path, there is no lack of opportunity to choose. To get them to give up the many more secure possibilities to walk with you, in addition to the company's own employer brand, the CEO's personal brand, as well as the beliefs and values you represent, often have a decisive impact.

Risk

Of course, where there is a force, there is a reaction. CEO of the risk of personal brand, in addition to speech inadvertently triggered public relations crisis, because the values and in the industry outside enemies, the most serious is the CEO brand too successful, the future if the need to separate from the company, there will be very painful tearing.

Famous ≠ brand

To run a good CEO brand, you must first set a clear audience: potential customers, the industry community, talent, is a good choice. The audience set the wrong, or too much for the visibility to optimize, is a novice easy to make mistakes. Unless it is to debut as a star, otherwise the household name is usually not the best strategy, because the pursuit of breadth and often will lose depth, but can not affect the more valuable audience.

Communication channels

In the choice of propaganda channels, in addition to the traditional media PR, personal Facebook, books, and even YouTube, are considered options. Like to write articles, not necessarily adhere to the self-built blog, now like UDN, the world, Business Week and other major media sites, are open to opinion leaders stationed, but also can be considered as a resting place.

Brand Impressions

With the channel and audience, then is the CEO brand want to give others what kind of impression. Is intelligent, sincere, warm, witty, has the taste, has the viewpoint, the leading market, can the sleeve good dance, the progress is quick, still is the discussion, the concern society, these are the possible characteristic, also must ponder, the careful choice route.

Something

In addition to the trait, if you can have your "one thing", which is the change you have been pushing for a long time, then of course it will attract birds of the same feather to gather. For example, one of Bill Gates's recent events is the eradication of polio palsy, and Mark Zuckerberg A recent thing is to get people all over the world to surf the internet, and I have a thing (of course the influence of the brand is far less than their two) is to promote Taiwan to become a world-class network settlement.

Embrace criticism

Of course, if you put yourself there, someone will challenge your argument and criticize your act. People do not perfect, the brand is also, in the face of criticism, there are apologies, change, no thanks to each other's suggestions, time. The point is that this process will also hone your personal wisdom in life.

Repeat Feedback

Like all brands, individual brands also need iterate (repeat). It is also important to talk to your audience on a regular basis to make sure you have the impression you want and to revise it based on feedback.

Be yourself

Finally, still want to remind everyone in earnest, in so many attention matters, work, the best strategy or do oneself. In order to achieve short-term goals and play a personality you are not, it is difficult to long-term and lasting. Of course, if you find yourself in the process, and urge you to become better yourself, then the investment is more worthwhile.