CMOs are experts at promoting their companies' brands but not always their own.
Dorie Clark, author of the newly released Reinventing You: Define Your Brand, Imagine Your Future, argues that it's time for CMOs to take control of their professional reputation by putting themselves in the mix publicly. She offers three main reasons:
- It's beneficial for a company's brand if individual executives within it have strong personal brands. That matters internally because people will know where their strengths and abilities lie, and can tap them. Externally, it matters because it sends a message that your company attracts and retains top talent and industry pundits.
- Telling your own story is just as important as being able to tell your company's. Often, our internal image of what we're capable of and want to do doesn't match up with how others see us. We can begin to take control of our careers and reputations by creating narratives that explain how our existing skills can be applied in new, valuable ways.
- Creating content is no longer optional for marketing leaders who want to be perceived as industry pacesetters. You have the ability--and the responsibility--to position yourself as a thought leader through multiple media outlets. The same principles you're applying at the corporate level to distinguish the company's brand should be applied to yourself.