From role to brand: why CEOs can no longer afford to stay invisible

Intro

There was a time when the CEO stayed mostly in the background.The company brand was in the spotlight, the leadership stayed behind the curtain.

That time is gone.

Today, especially in SMEs and scale-ups in Belgium, the Netherlands and across Europe, people want to know:

• Who is leading this company?

• What does this person stand for?

• Can I trust them?

Your personal brand as a CEO has become a strategic asset – or a strategic risk.

In my work with CEOs and in the book “100 Days to Make Your Mark as a CEO”, I see a clear shift: the most credible and attractive companies have CEOs who show up as themselves, not just as a function.

What is a personal brand for a CEO?

Personal brand is not about being famous.It is about being clear, consistent and recognisable.

For a CEO, that means:

• people understand quickly what you stand for

• your communication style reflects your values

• your presence builds trust – with employees, clients, partners and investors

In an SME or scale-up context, your personal brand and your company brand are closely linked.If there is a disconnect, people feel it immediately.

Three reasons you can’t stay invisible as a CEO

1. Talent checks you, not just your company

Potential hires, especially high-performing people and younger generations, will:

• look you up on LinkedIn

• scan your posts, your tone, your topics

• try to understand who they would be working for

If they see an empty profile, generic corporate content or mixed signals, they may think twice.

In a competitive talent market – in Belgium, the Netherlands and across Europe – your personal brand can make the difference between attracting or losing strong people.

2. Clients and partners buy into your credibility

For many SMEs and scale-ups, big deals still depend on:

• a key meeting with the CEO

• the feeling of trust in your vision and integrity

• the way you show up in the ecosystem

A CEO who is visible, clear and consistent creates a sense of reliability.A CEO who is invisible or inconsistent creates doubt.

Your online presence acts as a “pre-meeting” with every potential client or partner.

3. Your visibility sets the tone for your culture

If you never speak publicly about:

• your values

• your decisions

• your learnings, mistakes and reflections

… you send a message inside the company as well:

• “We keep things inside.”

• “We don’t show vulnerability.”

• “We don’t share how we think.”

On the other hand, a CEO who communicates regularly, honestly and in line with the strategy encourages others to do the same – in sales, marketing, customer service and leadership.

How to shape your CEO personal brand in a healthy way

You don’t need to turn yourself into a content machine. Start with a few simple steps:

1. Clarify your positioning as a CEO

Ask yourself:

• What do I stand for?

• Which 3–5 themes do I want to talk about? (e.g. SME growth, digital transformation, people and culture, sustainability, strategic marketing…)

• How do I want people to feel after reading or hearing me?

Write this down. This is your personal brand foundation.

2. Align your digital presence

Look at:

• your LinkedIn profile (headline, about section, featured content)

• any interviews, talks or articles that appear when people Google you

Check whether they tell a coherent story:

• Does this reflect who I am as a CEO today – not five years ago?

• Is the language aligned with what my company stands for?

• Is there anything that creates confusion?

Make small updates. Often, a few changes already make a big difference.

3. Show up consistently, in your own way

You don’t have to post every day.But you can:

• share a thoughtful post once or twice a week

• comment on relevant topics in your industry

• talk honestly about your experiences as a CEO of a SME or scale-up

The key is: be recognisable and real.

In “100 Days to Make Your Mark as a CEO” I link this to your 100-day plan:choose visibility moments and topics that support your strategic priorities, instead of random content.

The link between your personal brand and your 100-day plan

Your first 100 days (or a 100-day reset) are a perfect moment to:

• sharpen your leadership identity

• align your personal brand with your company’s positioning

• start showing up in a way that supports your strategic direction

For example:

• If you want to position your company as a serious growth partner for SMEs, your personal brand should reflect strategic clarity and no-nonsense communication.

• If you want to attract digital talent, your presence should show that you understand and value technology and innovation.

Your personal brand becomes part of the implementation of your strategy, not just a communication add-on.