CEO’s need authenticity to be known, liked and trusted

Here’s how I deliver it without hurting their brand.

As a brand concierge [strategy, content, outreach], I help leadership grow their presence whilst balancing authenticity and professionalism.

This is a 9 point protocol I’ve used for wealth management, FMCG, contract manufacturing, tech and wellness content.

It provides clarity of strategy and guardrails for implementation in any vertical – if anything’s not clear, please feel free to comment or message me.


1️⃣ 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧 – 𝐰𝐡𝐚𝐭 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐛𝐞 𝐤𝐧𝐨𝐰𝐧 𝐟𝐨𝐫
→ Start with ‘Why’ (your ikigai)

→ Cascade this into ‘How’ and ‘What’

→ Say what no-one else does. When they zig, you zag


2️⃣ 𝐀 𝐏𝐥𝐚𝐧 𝐟𝐨𝐫 𝐜𝐥𝐚𝐫𝐢𝐭𝐲 𝐚𝐧𝐝 𝐜𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐜𝐲
→ A playbook for you and anyone working on your brand

→ Referred to when creating or signing off content

→ Including but not limited to: your Position, objectives, content pillars, tone of voice, visual identity, social media & blog ‘About Me’, channel strategy


3️⃣ 𝐏𝐮𝐛𝐥𝐢𝐬𝐡 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜𝐚𝐥𝐥𝐲
→ If it doesn’t build Personality or Thought Leadership, don’t do it

→ Respect your audience’s time

𝑇ℎ𝑒 𝑤𝑖𝑠𝑒 𝑠𝑝𝑒𝑎𝑘 𝑏𝑒𝑐𝑎𝑢𝑠𝑒 𝑡ℎ𝑒𝑦 ℎ𝑎𝑣𝑒 𝑠𝑜𝑚𝑒𝑡ℎ𝑖𝑛𝑔 𝑡𝑜 𝑠𝑎𝑦.
𝐹𝑜𝑜𝑙𝑠 𝑠𝑝𝑒𝑎𝑘 𝑏𝑒𝑐𝑎𝑢𝑠𝑒 𝑡ℎ𝑒𝑦 ℎ𝑎𝑣𝑒 𝑡𝑜 𝑠𝑎𝑦 𝑠𝑜𝑚𝑒𝑡ℎ𝑖𝑛𝑔.
– Plato


4️⃣ 𝐘𝐨𝐮 𝐡𝐚𝐯𝐞 𝟒 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞𝐬. 𝐓𝐚𝐢𝐥𝐨𝐫 𝐞𝐚𝐜𝐡 𝐩𝐨𝐬𝐭 𝐚𝐜𝐜𝐨𝐫𝐝𝐢𝐧𝐠𝐥𝐲.
→ Customers
→ Investors
→ Partners
→ Team


5️⃣ 𝐇𝐮𝐦𝐚𝐧𝐢𝐬𝐞 𝐲𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝
→ Show behind-the-scenes glimpses

→ Discuss company culture and values

→ Shine the spotlight on your team at every opportunity


6️⃣ 𝐄𝐦𝐛𝐫𝐚𝐜𝐞 𝐭𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲…
→ Be open and honest

→ Address concerns head-on

→ Be positive but avoid excessive spin


7️⃣ …𝐛𝐮𝐭 𝐬𝐞𝐭 𝐛𝐨𝐮𝐧𝐝𝐚𝐫𝐢𝐞𝐬
→ Avoid oversharing personal information

→ Maintain the gravitas expected of a business leader

→ Establish clear guidelines for the types of content you share


8️⃣ 𝐄𝐧𝐠𝐚𝐠𝐞 𝐦𝐞𝐚𝐧𝐢𝐧𝐠𝐟𝐮𝐥𝐥𝐲
→ Respond to comments and messages with depth and feeling

→ Participate in relevant discussions, acknowledge feedback

→ Show genuine interest in connecting with your audience


9️⃣ 𝐄𝐬𝐭𝐚𝐛𝐥𝐢𝐬𝐡 𝐚 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐩𝐨𝐬𝐭𝐢𝐧𝐠 𝐬𝐜𝐡𝐞𝐝𝐮𝐥𝐞
→ A mix of content types and formats

→ Post consistently and regularly


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