Executive branding is not an exercise in crafting a persona, but one of mirroring authenticity. Audiences want the truth (and also want something real). The biggest marketing mistake executive spokespeople make is asking their PR people what they should think. We're the place you come to help make it all make sense through the art of good storytelling. We're also the place you should come to make it stick through words that resonate and quotes that make people think.
None of these PR tools work without the substance of authentic new ideas behind them. It’s why I cringe when I hear the term “personal branding.” We prefer to call it “executive thought leadership,” because it gets us closer to what works. We’re not trying to be self-promotional through a persona we think the market wants. We’re trying to connect real ideas to the people who care about them. Your ideas are the subject of this exercise, not your personality.
At InkHouse Strategies, we help CEOs, university presidents, venture capitalists and other leaders translate their authenticity and authority into effective executive branding using the following nine steps:
Bottom line: be you. Online, in-person and on paper. Unless you’re an evil villain trying to take over the world, authenticity makes everyone look better. Real people, after all, are the best sales people for ideas.
If you’d like to work one-on-one with one of our executive branding strategists, please contact Laura at firstname.lastname@example.org.
Beth is the CEO of InkHouse, which she co-founded in 2007, and has grown into one of the fastest-growing PR firms in the nation with 100+ employees and four offices. Named one of the “Top Women in PR” by PR News, Beth is working to reinvent the PR agency model to bend it toward the kind of culture that catapults great ideas and jettisons the rules that no longer work. At InkHouse, Beth focuses on inventing and implementing the new strategies that shape the agency’s work. In addition to changing the PR profession, Beth is working to change workplace culture as an advocate for equal opportunities. A frequent contributor to Forbes and Fortune, she is widely cited in outlets ranging from NPR, to Harvard Business Review, Fast Company, Huffington Post, Bloomberg and The Boston Globe. Beth was an appointee to Governor Patrick’s Women in the Workplace Task Force, and currently serves on two boards of directors as vice chair for the Alliance for Business Leadership and the vice president of the Massachusetts Women’s Forum. Beth spent six years learning the ropes in startup technology PR at Schwartz Communications and then moved on to venture capital firm Charles River Ventures before she went to The Castle Group, a generalist PR firm, for which she was a vice president. She studied PR, creative writing and journalism at Syracuse University and graduated from its SI Newhouse School of Public Communications.