[NEW INSIGHT] Personal branding for CEOs vs personal branding: what’s the real difference
Corporate growth strategies in 2026 can no longer rely solely on a solid product or service alone. To really stand out, companies need much more: the credibility, visibility, and influence of their leaders.
The solution? Executive branding.
Today, it isn't just a nice-to-have, it’s a strategic tool that builds trust, reinforces reputation, and translates your vision into measurable success.
In this article, we explore how executive branding can be the difference between growth and stagnation this year, from protecting your reputation in volatile markets, to retaining top talent, to demonstrating results in a way corporate comms can’t.
Despite signs of stabilisation, companies in 2026 continue to face significant macroeconomic volatility.
Elevated interest rates continue to push up borrowing costs and influence how and when businesses invest, while inflation is still affecting regions and industries differently.
At the same time, ongoing geopolitical tensions are disrupting energy supplies, trade routes, and global supply chains, driving up prices and limiting product availability.
Meanwhile, fluctuating currencies, changes in government policy, and cautious consumer spending are adding further uncertainty, making it harder for businesses to plan ahead, even for those in a strong financial position.
And there’s also the risk of a few big players dominating the market. Many technology firms, for example, are struggling to build and sell computers as artificial intelligence companies buy up large volumes of advanced chips, driving up costs and restricting supply across the wider market.
If you’re an up-and-coming founder, you’re probably looking at the broader economy and asking a simple question: how do we break through?
Essentially, in 2026, growth demands longer-term planning and greater discipline than ever before, alongside consistent alignment with key stakeholders.
Markets may remain unpredictable and punishing, but this approach signals your company is prepared, considered, and taking decisive action, even in uncertain conditions.
The result? Greater trust.
In our view, trust from key stakeholders is invaluable. It’s going to be the difference between the most successful companies and startups, and those that fail or don’t fulfil their potential in 2026 and beyond.
And the most effective way to earn that trust? Executive branding.
When markets are volatile and uncertainty is high, stakeholders aren’t just looking at corporate statements. Our research shows that they’re looking at the people leading the business instead.
This is simply about accountability and authenticity.
In tough times, having founders, CEOs, and C-Suite leaders who are visible, consistent, and proactive gives your firm a competitive edge.
Executive branding acts as:
A reassurance mechanism: showing investors, employees, and customers that leadership is present and accountable.
A signal of strategic maturity: communicating that the company is prepared, even in unpredictable markets.
Proof that leadership is in control: demonstrating that decisions are deliberate and aligned, even amid uncertainty.
And this isn’t limited to one region, sector, or industry. It’s a universal, leading reason to invest in executive branding this year.
No matter what investors think of your company's service or product, today, leaders are scrutinised just as much, if not more, before any investment decisions are made.
In a recent Forbes Research CxO Growth Survey, a large majority of leaders ranked technology investment as their top strategic priority, with significant increases in capital spending planned to drive growth for the foreseeable future.
This makes sense with AI transforming productivity, cybersecurity a necessity to protect against data attacks, and communication and collaboration tools vital to facilitate remote work structures that have become commonplace in 2026.
The key question: where is that money coming from?
Of course, if you’re Microsoft, or even PepsiCo, that’s not so much of a problem. These companies have strong balance sheets, established revenue streams, and the scale to fund strategic investments without jeopardising day-to-day operations.
But for the middle-market or startup scene, many will find themselves vulnerable without the backing of VCs, private equity, or public investment. And considering that these investors have become far more selective than they were, it doesn't look good.
So, what does it take to earn investors' confidence? A strong product, a smart strategy, real traction, or a big enough market?
The clear differentiator is, again, strong but visible leadership. Because no matter what investors think of your company's service or product, today, leaders are scrutinised just as much, if not more, before any investment decisions are made.
Investors judge whether:
You have genuine passion and ambition.
You’re confident in your ability to lead.
You’re an engaging speaker.
How you manage scrutiny or uncertainty.
With that in mind, using executive branding to build a credible profile, with more transparency about your company's ongoing performance and direction, and an authentic personality is fundamental to eliminating any perceived risk.
Quite often, scrutiny actually comes from a lack of proactive communication alone.
Regulation has been a hot topic in recent years, and it’ll continue to be in 2026, as ESG, AI governance, and data privacy rules become more strict.
Despite this, many companies still overlook it.
Larger firms, historically successful, bullish about their strategy, looking to innovate or gain a strategic advantage, often take risks without considering the repercussions.
Think: an M&A deal that could be deemed anticompetitive, mishandled customer data violating privacy regulations, or missed ESG reporting requirements.
Of course, this isn’t always malicious. But its a dangerous precedent for companies that care about their reputation.
So, it's worth highlighting the importance of:
One: awareness about regulators and what could be deemed non-compliant.
Two: proactive communication to navigate scrutiny.
Three: accountability from leadership teams.
Take the recent example of Netflix’s proposed takeover of Warner Bros. While the deal was controversial and the rationale wasn’t communicated early, CEO Greg Peters stepped forward, facing the media in broadcast and interviews rather than hiding.
Whether the deal goes through or not, Peters’ actions demonstrate the difference between letting perception spiral out of control and actively shaping the narrative.
It underscores why executive branding and visible leadership are critical, not only to reduce regulatory scrutiny by engaging key stakeholders early, but also to protect and defend your reputation when scrutiny inevitably arises.
You need to manage public perception. Failure to do so is actually what derails many businesses.
According to Allianz, the rate of global insolvency is set to rise by another 5% in 2026, after already hitting record levels in 2025.
If you’re thinking about growth, that’s not great news, no matter the size of your company. It suggests a general state of uncertainty across the market.
For instance:
Tech firms are feeling growth stall as clients cut licences, delay renewals, and demand proof of ROI before buying anything new.
Financial services companies are seeing deals slow, credit tighten, and regulation add friction just as margins come under pressure.
Retail and consumer brands are caught between cost-conscious customers and rising wages, rents and supply chain disruption.
Construction businesses are exposed to delayed projects, fragile suppliers and financing costs that can wipe out margins overnight.
SMEs and scale-ups are running out of room to manoeuvre, with higher costs, less funding and tougher decisions on hiring and expansion.
Relate with this, too? How do you respond?
Demonstrate you’re in control and making decisions, not hiding from problems.
On one hand, you need data collection, resilience, adaptability, and, of course, strong leadership to evolve from the front.
But on the other hand, you need to manage public perception. Failure to do so is actually what derails many businesses, with stakeholders losing trust and confidence before a recovery is possible.
With this in mind, when things aren’t working, here’s what you need to prioritise:
Be the first voice in the room: communicate clearly and consistently before speculation spreads.
Show accountability: demonstrate you’re in control and making decisions, not hiding from problems.
Highlight your expertise: reassure stakeholders that your leadership is capable and informed.
Maintain visibility: stay present in media, social platforms, and investor updates so stakeholders trust your narrative.
Build relationships early: strong connections with investors, regulators, employees, and the media pay off when crises arise.
Regularly conduct reputational risk assessments: communicate with your team, analyse data, and track your online profile to manage public perception.
When you invest in executive branding, these activities become a natural part of your day-to-day life, meaning that when crises arise, you're already best placed to respond quickly, efficiently, and confidently, protecting your reputation, maintaining stakeholder trust, and steering your business through uncertainty.
Executive branding allows you to communicate values clearly, with candidates drawn to leaders who visibly live a company’s mission.
The continual stagnation of the global talent market makes growth even tougher to come by.
In fact, the situation is so bad that by 2030, global talent shortages could top 85 million.
And in total, financial services, materials and industrial, consumers goods, and technology make up 64% of the shortage. All large industries.
Right now, you can’t afford to make the wrong hires, or lose your best people. And it's another reason why you need executive branding in 2026.
First, executive branding allows you to communicate values clearly, with candidates drawn to leaders who visibly live a company’s mission and purpose.
Second, it helps showcase stability and opportunity through stories shared about achievements, strategic wins, and employee growth.
Third, by maintaining a presence in the media and social platforms, you appear as an accessible, accountable leader that candidates want to follow and stay loyal to.
Finally, when you use executive thought leadership to share your expertise, you gain a competitive advantage within the employer market over others as you appear as an industry leader.
As Richard Branson once said, “If you take care of your employees, they will take care of your clients.”
Executive branding helps you do exactly that. Attract, retain, and inspire the talent your business needs to grow.
Stakeholders don’t just want numbers or announcements, they want to understand the thinking, strategy, and leadership decisions behind them.
Finally, while corporate channels can share company-wide achievements, they rarely capture the personal vision and context that only a leader can provide.
After all, numbers alone aren’t memorable.
But real insight and lived experiences? They become more than milestones. They become stories.
And it’s those stories that build a following around your leadership and turn results into long-term influence.
So, if there's one last thing you need executive branding for, reaping the full value from your achievements in 2026 is it.
Here's how to do it effectively:
Use social media thoughtfully: showcase accomplishments alongside insight-led posts to demonstrate expertise without appearing boastful.
Be strategic with media coverage: only pitch achievements that are genuinely newsworthy, and always frame them in a context that delivers value to journalists.
Give credit where it’s due: acknowledge teams, departments, and collaborators to show humility and reinforce that you are an inclusive leader.
Tailor your message for stakeholders: investors care about outcomes and ROI, while employees care about growth and opportunity.
End with what’s next: share future direction, strategy, or goals to demonstrate motivation, momentum, and a forward-looking mindset.
Do this and you’ll be maximising your executive branding to the fullest when thinking about corporate growth strategies for 2026.
Remember:
Executive branding → trust → growth.