"You’ve changed the way I work with the women on my team."
This powerful comment, spoken to a ghostwriting client by a colleague, was music to her ears. It meant her message was getting through and creating real results.
But it also showed how powerful Executive Branding can be beyond the usual KPIs and metrics. Sharing personal stories and passions can not only complement corporate communications objectives but also amplify them.
What We Did
My client, who worked for a large technology company, had one main objective. She wanted to tell her company’s stories, helping to spread the word about their products and solutions and the people that brought them to life.
She also wanted to be a champion for women in technology. She knew firsthand how difficult it could be, so she wanted to celebrate women who worked in this male-dominated field and inspire young women to pursue their STEM dreams.
With all of her regular duties, she didn’t have much time. So here’s what we did:
- We met for about 30-45 minutes every month or two. During this time, we talked about what was on her mind, experiences she’s had, and people she met.
- Based on those conversations, I developed a calendar of LinkedIn posts each month, plus a long-form article every quarter.
- I provided content to her in time for her review, approve and publish the content.
That's it.
Results
The quote at the beginning of this article speaks for itself. The fact that someone was willing to come up to her and say those words showed that her personal brand had the power to inspire positive change.
This helped build my client’s personal brand. She became a trusted and respected voice on the topic of women in technology, and I have no doubt she inspired countless young women.
But best of all, her advocacy messages and personal content also complemented and even amplified her more “corporate” content. Customers saw that she wasn’t just trying to shill for the brand, but that she was a real human being who cared about people.
That in turn helped to elevate the company’s employer brand by showing they were committed to supporting diversity. It likely attracted more talented young people from all backgrounds to apply for jobs.
The bottom line is that Executive Branding has benefits far beyond the impressions and engagement with the company’s messages. It can impact people’s lives.
And that’s arguably more important.
Use My Process
The process I used to help my client is available to you – for free – to copy, adapt and use in your own Executive Branding efforts. Learn how to access my 2025 Executive Branding Quick Start here.