Thought leadership or liability? Navigating the fine line between personal and brand reputation

georgiafinney
13 hours ago
2 min read

Silhouette of a person balancing on a tightrope against a bright blue sky with sun and clouds, conveying focus and determination.

By: Emily John, Associate Director

The influence of a CEO now extends far beyond the boardroom. In today’s world, a single social post, interview or speaking engagement can have a massive impact – not just on the way the public perceives a business, but also on their bottom line.

We’ve all seen how high-profile leaders like Elon Musk can shape public opinion. His controversial comments have drawn personal criticism, as well as negative perceptions of the brands he’s associated with, most notably Tesla and X. This is just one example of how powerful and far-reaching CEO visibility can be.

Building a presence for a business leader can be hugely beneficial. When done right, thought leadership builds trust, establishes authority and strengthens a brands position in their industry. But the stakes are high. A poorly received comment doesn’t just harm a CEO’s personal image, it can quickly damage the company’s reputation, turning their brand into a liability.

This is largely due to the rise of social media, the 24/7 news cycle and increasing pressure of corporate social responsibility, meaning there is no longer any room for error. CEOs are now expected to be transparent, authentic and professional, whilst weighing in on societal issues.

How do business leaders strike the right balance?

Align their personal and company values

Before releasing any commentary or speaking to a journalist, it’s vital that CEOs consider whether it correlates with what their company stands for. Building a shared values framework goes a long way in making sure that personal and corporate identities are aligned.

Choose when to speak up

Business leaders don’t need to comment on everything that is happening in the industry. They should focus on topics where they can add the most value – whether that is innovation, sustainability or business leadership.

Understand the risks

It’s important to understand that every social post, interview or speaking engagement is out there for the public to see. A throwaway comment could be taken out of context, so make sure a crisis comms plan is in place for any personal brand related issues.

Invest in media training

Media training is a helpful in sharpening any brand messages and navigating any difficult questions that may come up when speaking to journalists. Scheduling quarterly refresher sessions or ahead of major speaking engagements or events is vital.

Thought leadership with intention

A CEOs personal brand can do wonders for an organisation. But when mismanaged, it can cause more harm than good, impacting the individual and the wider business. Navigating this fine line requires a strategic approach with a clear framework of values and a comprehensive communications plan.

At The Jargon Group, we collaborate with our clients to build authentic, impactful thought leadership while safeguarding their reputation.

From media training and messaging strategy to crisis management and content development, we can help strengthen your brand.