WILD Branding Gamble—Nobody Saw This Coming

Person in beige suit writing on a clipboard

When PayPal created a job just for someone to shape the CEO’s public voice, the corporate world quietly admitted what no one wants to say aloud: in 2025, the CEO’s brand is as crucial as the company’s bottom line, and sometimes even more powerful.

Story Snapshot

Corporate leaders are expected to build personal brands that stand apart from company messaging.
Roles like Head of CEO Content are emerging, signaling a new era in executive visibility.
Authenticity and alignment—not mere polish—define the most effective CEO brands.
The CEO’s public voice increasingly shapes company reputation, trust, and legacy.

The New Table Stakes: CEOs as Public Brands

PayPal’s search for a Head of CEO Content signals a radical departure from the era when leaders spoke exclusively through press releases or quarterly calls. Today, the expectation isn’t just for CEOs to represent the company; it’s for them to shape public discourse, set the tone in markets, and build a following that transcends their own boardrooms. Companies now see the CEO’s personal brand as a vital business asset—one that can sway investors, inspire employees, and command public trust. This shift isn’t subtle; it’s a tectonic realignment of how influence works at the top.

Executive communications was once a confidential craft, operating in the shadows of corporate affairs. Now, the velocity and visibility of CEO storytelling have exploded. Social media has made every leader a potential publisher, and every misstep a potential viral event. CEOs are expected not only to respond to crises, but also to proactively shape conversations about innovation, inclusion, and the future of work—topics that reach far beyond company products or annual reports. The risk? When CEO voices are over-managed or disconnected from their actual beliefs, brand dilution and cynicism follow. The opportunity? A CEO who speaks with clarity and conviction can lend their company a human face, a sense of purpose, and a competitive edge that’s hard to copy.

Three Principles for Building an Authentic CEO Brand

First, the CEO’s voice must be distinct from the company’s, yet tightly aligned. Leaders who merely echo company talking points become interchangeable. The most effective CEOs articulate personal visions and values—drawing on their own experiences and beliefs—while reinforcing the company’s mission. This isn’t about ego; it’s about credibility. Audiences today sniff out inauthenticity in seconds. If a leader’s message sounds like it came from a committee, it lands with a thud. But when a CEO shares hard-won lessons, hopes for the future, or a genuine stance on social issues, people listen—and remember.

Second, a robust CEO brand requires constant, multi-channel storytelling. A one-off op-ed or sporadic LinkedIn post won’t cut it. The best leaders operate a content engine: speeches, investor letters, internal town halls, media interviews, and curated digital presence all work together. The goal is consistency—each message reinforcing the CEO’s leadership philosophy—without mindless repetition. This content engine also acts as a filter, ensuring every public statement connects back to what the leader stands for. The strongest CEO brands are built on strategic clarity, not on a scattershot of disconnected opinions.

Third, CEOs must choose their thought partners with care. Behind every compelling leadership brand, there’s usually a trusted advisor—a sharp mind who challenges assumptions and helps shape the narrative. This isn’t a PR handler or ghostwriter, but a strategic confidant capable of intellectual rigor and editorial precision. The relationship is built on trust, discretion, and shared ambition. Together, they navigate moments of high stakes, crafting messages that matter. When the CEO’s brand is strong, these behind-the-scenes partners are the unsung heroes of corporate influence.

The Stakes: Legacy, Trust, and the Leadership Imperative

The CEO brand isn’t about celebrity for its own sake. Visibility without substance is a liability. Leaders judged solely by company performance are now scrutinized for how they show up, what they stand for, and how they lead in the public square. The rise of roles like Head of CEO Content reveals how serious companies are about this new calculus. A CEO’s legacy today is forged not just in boardrooms, but in every tweet, interview, and open letter—each a chance to win hearts, minds, and market share.

Clarity, above all, is power. In a media landscape flooded with noise, the leaders who cut through are those who own their voice and wield it with purpose. The CEO brand is now a leadership imperative. Ignore it, and risk irrelevance. Shape it wisely, and define an era.