How can you help an executive client manage their personal brand?

As an executive coach, you may encounter clients who want to enhance their personal brand, or the way they present themselves to their target audience. Personal branding is not only about creating a catchy logo or a catchy slogan, but also about aligning your values, skills, and goals with your reputation, image, and impact. In this article, you will learn how to help your executive client manage their personal brand effectively, by following these six steps:

1 Assess their current brand

The first step is to help your client assess their current brand, or how they are perceived by others. You can use various tools and methods, such as feedback surveys, 360-degree assessments, online reviews, or personal interviews, to gather data and insights about your client's strengths, weaknesses, opportunities, and threats. You can also help your client identify their unique value proposition, or what makes them stand out from the crowd.

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Andy Jaffke

Senior Sales Leader at Teradata | Figuring out the value of AI & GenAI | Passionate Coach and Mentor
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The essence of a person is the person's brand. If you don't know who and how you are, it is difficult to develop and improve. More than a self assessment, our brand is how others experience us. And experiencing a person is about all the senses. It is basically analysing how does the person act and communicate (Verbal and non verbal). The sustainable power of your personal brand is equal to the level of trust you are able to create. The level of trust is like the balance of a trust bank account. You make deposits and withdrawals. Evert time you follow through on a commitment, you make a deposit of 1, every time you fail keeping a commitment you make a withdrawal of 5 to 10 units. Watch your commitments!

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Mathias Reidel

Partner EO Executives Digital Technologies | CIO | CTO | CDO | Sales & Marketing | KI-Experts | Data/AI | Cyber Security
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In my professional work with my clients, everything starts with a personal workshop with a holistic self-reflection. I explore their values, passions, strengths and professional goals. Understanding yourself forms the basis for an authentic personal brand and is the foundation for my further work with the client.

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2 Define their desired brand

The second step is to help your client define their desired brand, or how they want to be perceived by others. You can use various techniques, such as vision boards, mind maps, or brainstorming, to help your client articulate their vision, mission, and values. You can also help your client define their target audience, or who they want to reach and influence with their personal brand.

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Andy Jaffke

Senior Sales Leader at Teradata | Figuring out the value of AI & GenAI | Passionate Coach and Mentor
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The power of what you are is so strong, it significantly defines you and your personal brand. In terms of personal brand the motto “Fake it until you make it” won’t get you very far. “What you are sounds so loud that I can’t hear what you are saying and it shines so bright that I can barely see you.”

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3 Create their brand strategy

The third step is to help your client create their brand strategy, or how they will achieve their desired brand. You can use various frameworks and models, such as SMART goals, SWOT analysis, or the 4Ps of marketing, to help your client plan their objectives, actions, and resources. You can also help your client create their brand identity, or the visual and verbal elements that represent their personal brand, such as logos, colors, fonts, slogans, or stories.

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4 Communicate their brand message

The fourth step is to help your client communicate their brand message, or what they want to say to their target audience. You can use various channels and platforms, such as websites, blogs, social media, podcasts, or videos, to help your client share their value proposition, expertise, and achievements. You can also help your client craft their brand voice, or the tone and style that reflect their personality and values.

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Mathias Reidel

Partner EO Executives Digital Technologies | CIO | CTO | CDO | Sales & Marketing | KI-Experts | Data/AI | Cyber Security
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It´s all about networking. I help my clients to build strategic professional relationships. I identify key influencers for them, lead them to engage in meaningful conversations and advise on which industry events they should attend. Networking isn't just about visibility, it's about building lasting relationships.

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5 Build their brand network

The fifth step is to help your client build their brand network, or who they want to connect and collaborate with. You can use various methods and tools, such as networking events, referrals, testimonials, or endorsements, to help your client expand their reach and influence. You can also help your client nurture their brand relationships, or how they interact and engage with their audience, such as by providing value, feedback, or support.

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6 Monitor and update their brand

The sixth and final step is to help your client monitor and update their brand, or how they measure and improve their personal brand performance. You can use various indicators and metrics, such as web analytics, social media insights, or customer satisfaction scores, to help your client track and evaluate their brand results. You can also help your client adapt and innovate their brand, or how they respond and anticipate changes in their environment, such as by learning new skills, exploring new opportunities, or solving new problems.

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Mathias Reidel

Partner EO Executives Digital Technologies | CIO | CTO | CDO | Sales & Marketing | KI-Experts | Data/AI | Cyber Security
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The personal brand is not static, it evolves and needs to be constantly monitored and adapted. Together with my clients, I regularly review their personal brand strategy and adapt it to changing circumstances and goals. In doing so, I use tools and strategies that bring continuity to a long-term consulting approach. The development of a personal brand strategy is a continuous process that extends over a period of 6-9 months.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you help an executive client manage their personal brand?

1

2

3

4

5

6

7

1 Assess their current brand

2 Define their desired brand

3 Create their brand strategy

4 Communicate their brand message

5 Build their brand network

6 Monitor and update their brand

7 Here’s what else to consider

Executive Coaching

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How can you help an executive client manage their personal brand?

1

2

3

4

5

6

7

1 Assess their current brand

2 Define their desired brand

3 Create their brand strategy

4 Communicate their brand message

5 Build their brand network

6 Monitor and update their brand

7 Here’s what else to consider

Executive Coaching

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