As a general rule, BigName is not directly involved in personal reputations defence projects.
We have, however, helped resolve certain notable cases, some of which have made the news both in Italy and internationally. Such cases inevitably require a specific strategic approach to Personal Branding: we think it should never be purely technical or legal requirements or search engine optimization techniques.
Personal Branding can be considered a preventative measure in terms of managing the reputations of key company figures. When Personal Branding is applied to CEOs, some call it CEO Branding. Authoritative publications on this topic are few and they do not explain how to do it. What counts most in this field is a combination of experience and a highly structured approach. One that can ensure CEO branding activities take place at all levels within a company and one that is capable aligning the many different voices and stakeholders within a company. To achieve this, we have developed a specific method of CEO Branding. Through experience, we’ve optimized our approach and can apply it to a range of companies, from medium-sized businesses to multinationals, and even Fortune 100 companies. For this purpose, we have created a dedicated version of the Canvas: The Personal Branding Canvas – CEO Branding Edition.
This is why we were happy to share our CEO Branding experiences at an interesting multidisciplinary event in Italy related to CEO and company reputation organized by Asseprim, the national federation that represents professional services providers in Italy.
Find a selection of slides from the event here (italian) or you can read our contribution to a booklet on the event here: