Executives, forever have been the forerunner of company image. Their success is tied to how well the company performs and how favorable they are.
“Our process starts with an analysis of goals, then goes into research, defining the brand, developing the key messages and then finally launch,” said Ken Ungar, president at CHARGE. “Starting with the basics, we help people hone in on who they are and what they stand for.”
Once this is performed, a promotional strategy is created, and tactics are outlined for sharing. When a brand and reputation is well known, it’s usually reputable and more likely to gain traction in the world. It is in that identity that the brands need to be cultivated.
Tim Rebich of Centerfold Agency sees executive branding in a similar light as CHARGE.
“Executive branding is akin to personal branding,” said Rebich. “Where the strengths, personality and overall presentation of that person influences decisions that impact personal or professional goals.”
In this humble view, he believes executives can share the same ideals that drive a company into popularity and good standing with the public. In the same sense, they are able to build within them, profound personal credibility.
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Not just entertainment, but sports executives can benefit from executive branding as even the sports team permeates its own culture and brand.
“Being aware of how these interact with the overall brand can either enhance or erode the overall culture,” said Rebich.
CHARGE’s principle for branding is quite simple, and not out of reach for anyone.
Methods of consistency include using social media strategically and conveniently towards followers, telling stories through original content and appearing more in the media. By engaging, Ungar believes their communication points will be aligned and brand sharing will be at the core.
Centerfold, however, is in the line of branding and creating brand experiences for clients in sports and entertainment alike. This is not a disadvantage; rather, something used to their advantage.
“Executive branding is not something we are devoted to,” said Rebich. “But we are cognizant of it when creating a holistic brand view and strategy for our clients.”
This cognizance can only drive a desired experience further.
There is a demand for executive branding from an organizational level, as the sports and entertainment industry owns the highest turnover rates. Ungar hopes organizations will try new things, as they want for an edge over competitors rises every day.
