451 - Most CEOs build the company’s brand. But they forget to build their own
Most CEOs focus on growing their company’s brand but neglect their personal visibility. This episode reveals why personal branding is the long-term leadership asset most leaders overlook.
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Most CEOs Build the Company’s Brand. But They Forget to Build Their Own.
In 2019, I left IKEA after years of executive leadership.
I had helped build one of the most recognized brands in the world.
But the day I walked out?
Nobody outside of that ecosystem knew who I was.
I had no visibility.
No digital presence.
No audience.
Just a résumé.
And that’s the trap most CEOs fall into.
🛑 They build a powerful company brand
🛑 They stay behind the curtain
🛑 They forget that their name also needs equity
The Biggest Missed Opportunity in Modern Leadership? Personal Branding.
Here’s why you can’t afford to ignore it:
1. When You Leave the Logo, You Leave the Leverage
The brand you lead gives you power, but it also hides you. The halo effect disappears when you exit unless you’ve built your own platform.
2. Influence Doesn’t Transfer Automatically
Your achievements at a company don’t automatically position you as a thought leader. You must document your thinking, share your vision, and publicly own your ideas.
3. Your Personal Brand Builds Long-Term Leverage
Even inside an organization, your visibility builds trust with partners, recruits, investors, and the market. People want to follow leaders, not logos.
4. Visibility Creates Optionality
A strong personal brand opens doors to consulting, board seats, speaking, and investments. It makes you resilient. It future-proofs your leadership.
How to Start Building Now (While You're Still Leading)
• Share your insights regularly, posts, videos, and podcast clips
• Publish stories that reflect your leadership style and values
• Create a personal website or digital hub
• Speak at events beyond your own brand’s spotlight
• Build recognition now, not when you’re already in transition
Final Thought:
If You’re Only Building the Company’s Brand, You’re Playing Defense
Your legacy isn’t just what you build.
It’s what people remember when the logo’s gone.
This episode gives you the wake-up call and the roadmap to build your name with intention, not regret.
Tune in to The Daily Hint and build your personal brand today.
Highlights:
00:00 Introduction: Leaving IKEA and Facing a New Challenge
00:16 The Common CEO Dilemma
00:30 The Importance of Personal Branding for CEOs
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Transcript:
2019, when I left Ikea, I had a problem. Nobody knew me, except of course, inside of ikea. I have not really focused on getting anyone to know outside of the IKEA universe as we called it internally. And that's the same problem I I see with a lot of CEOs. Right now. CEOs have either their own company or they're employed in a larger organization and are focusing on representing the company, but Are missing the opportunity of building their personal thought leadership and be present as well as an individual. Personal branding and thought leadership is the biggest opportunity and something I recommend every CEO to take care of.
