💎 Why CEO Branding is the New Marketing Strategy

Howdy Marketer!

I have 2 questions to ask you - 

Do you notice more and more brands (like Duo Lingo) being quirky?

What do you think of when I say Jensen Huang or Elon Musk? 

Duo Lingo is a personality-driven brand, with a mascot and a quirky marketing strategy.

However, with the second question, chances are you thought of Nvidia and/or Tesla. 

This is an example of a CEO-driven brand - where the company’s image is closely tied to the CEO. 

Their values, tone, decisions, and communication style become a reflection of the brand itself.

But it needs to be intentional.

Today's Treasure Trove

• Why CEO Branding Matters Today

• The Evolution of Executive Visibility 

• Building a CEO Brand That’s Intentional

• Wrap Up

Why CEO Branding Matters Today

Your CEO already has a brand. People have googled the founder. They’ve watched that panel interview. They’ve read that tweet.

So the question isn’t should your CEO have a brand. It’s what kind of brand are they projecting?

Intentional branding is about clarity and control. It’s about aligning the public face of the company with its mission. 

Investors are more likely to back founders who communicate a clear vision. Talent is more attracted to leaders they can believe in. And the media wants a human story.

If you’re not actively shaping that narrative, someone else is doing it for you.

This doesn't mean every CEO has to be a loud, charismatic figure. It just means they need to show up, be real, and align with the values the brand claims to stand for. 

A good recent example of this recently are Alex Hormozi and Leila Hormozi.

Nvidia didn’t just ship hardware — it delivered a vision. Jensen Huang sold a philosophy, not just GPUs. Every keynote felt like a movement, turning product launches into cultural events. Even today, Nvidia’s approach to AI and design reflects his enduring influence on the tech world.

And say what you will about Elon Musk, but he’s proof that CEO visibility drives attention. His tweets alone move markets. Tesla doesn’t spend heavily on traditional marketing. Musk is the marketing.

The Evolution of Executive Visibility 

Even back in 2016, a Brandfog survey found 93% of people believed socially active CEOs built stronger customer connections.

In startups, this matters even more. The “founder effect” is real — investors back people, not just products. A founder who shows up consistently builds credibility and trust.

It’s the same with recruiting. People want to work with leaders they respect. CEOs who speak publicly about values and vision attract aligned, loyal talent — especially in an era of constant job switching.

Bottom line: When CEOs show up, it builds trust, sharpens positioning, and unifies the team.

Building a CEO Brand That’s Intentional

Most CEOs build a personal brand by accident — through conferences, media, or the occasional post. But if you want that presence to actually serve the business, it needs to be intentional.

A CEO’s voice should align with the company’s tone and values. The goal isn’t to script them — it’s to find the overlap between who they are and what the company stands for.

Start with their natural communication strengths, then build a system around them. From LinkedIn posts to interviews to internal memos, there should be a clear, consistent thread: What do they sound like? What themes keep showing up? How do they respond in tough vs. celebratory moments?

Intentional doesn’t mean robotic. CEOs should feel human — but that doesn’t mean oversharing or chasing every hot take. There’s a balance between being relatable and being reckless.

Once the foundation is set, execution matters. Random posts won’t move the needle. Build a rhythm that respects their time while amplifying their voice with authenticity and purpose.

Social content doesn’t need to be constant or polished — but it does need a point of view. People can spot filler. Aim for value: a post explaining a hard decision, a story about something the company got wrong, a lesson tied to a personal moment.

And don’t guess at impact. Track it. Are investors mentioning posts in meetings? Are recruits citing the CEO’s voice as a reason they joined? Are journalists reaching out more often?

That’s when you know it’s working.

Great executive brands don’t happen by chance. They’re built with clear strategy, strong comms support, and ruthless prioritization.

Wrap Up

Not every company needs a highly visible CEO. But every company should at least ask the question: What role should our leadership play in how we show up? 

The key is being honest about what your audience values, what your CEO is naturally good at, and how both align.

If your CEO can show up in a way that builds trust, adds value, and strengthens your brand’s voice, you have a good chance of cracking it. 

P.S. Here are some content ideas for strategic CEO branding that you can use today:

• Insights on industry trends or market shifts

• Predictions for the next 3-5 years in your space

• A recent tough decision and how you made it

• Trade-offs behind a product launch or pivot

• A defining moment that shaped your leadership style

• What you got wrong early in your journey - and how it changed you

• A story about a mentor or early lesson that still applies today

• How you think about hiring and building teams

• Feedback that led to a change in your product roadmap

• Why you chose a certain business model, and what you’d change

• Lessons learned from a failed campaign, product, or strategy

• Takeaways from a recent speaking engagement or roundtable

• How you approach feedback and team development

• A recurring series like “What I’m thinking/reading/working on this week”

• Annual reflections (lessons from the year, company growth)

✌️,

Tom from Marketer Gems