Brand storytelling has always been a tricky endeavor, and now we’re officially in the age of social CEOs. As pressures mount for executives to join social media, more leaders find themselves in the public eye as brand ambassadors.
The Financial Times recently noted this trend, highlighting how a public CEO presence is evolving from a “nice-to-have” to a strategic imperative. But this shift is about more than executives logging into LinkedIn or Facebook, it’s about amplifying brand storytelling with voices that embody the brand’s mission, values, and expertise.
When executives are empowered as storytellers, they become central to connecting audiences with the brand’s purpose. By sharing authentic narratives from leadership, brands can cultivate loyalty, inspire confidence, and show genuine alignment with customer values.
From transparency in decision-making to sharing the company’s vision, these storytelling efforts bring credibility and character to brand interactions in a way traditional marketing can’t achieve alone.
Brand storytelling has dramatically shifted over the past decade. Historically, companies controlled their narratives with careful PR and advertising, but today’s digital landscape demands more transparency and authenticity.
We’ve talked before about how audiences are not just passive receivers but active participants, eager to engage with brands that resonate with their values. Today’s digital landscape requires strategically leveraging Paid, Earned, Shared, and Owned media (yes, the Spin Sucks PESO Model) to engage audiences across a multitude of platforms.
This shift means brands no longer control a single narrative, but instead curate experiences that audiences connect with on a personal level. Social media, email, blogs, and internal channels allow brands to target specific audiences with stories that feel timely and relevant.
Now, brands are expected not just to share their mission but to inspire and invite their audiences into an ongoing conversation, creating relationships built on transparency, purpose, and mutual respect. It’s about creating a two-way relationship where audiences feel part of the journey. The presence of executives on social media, sharing genuine insights, can make brand stories feel more personal and accessible, fostering trust and deepening connections in an era where transparency is non-negotiable.
Effective brand storytelling speaks to all stakeholders. Customers, employees, investors, partners and others have unique expectations and motivations. A strategic approach considers these nuances and addresses these expectations.
For instance, customers might be drawn to stories about the brand’s values or mission, while internal stakeholders seek transparency on growth and direction. When executives communicate openly, they humanize the brand, building credibility across different audience segments.
This inclusive storytelling approach ensures that each group feels engaged and appreciated, promoting alignment within the organization and strengthening bonds outside it. By understanding what each audience values, executives can tailor their stories to foster a sense of shared purpose.
Brand storytelling thrives when executives actively contribute to the narrative across your communications platforms. Owned media, such as blogs, newsletters, or the company website, allows leaders to share insights directly with an engaged audience.
For example, thought leadership articles from executives can position the brand as a knowledge leader. Video content, like a product launch or “behind-the-scenes” update, is another powerful tool. We see CEOs do this all the time, from Apple to Disney to Adobe.
Leveraging executive communication efforts is also important for finding new audiences, or expanding existing audiences. Social media, as shared content, enables broader engagement, allowing leaders to engage in real-time and reach an expanded audience.
CEOs and executives can also contribute personal stories, like a professional milestone or lesson, adding depth to the brand’s identity. By using a mix of content types and platforms, brands can maximize reach and create a cohesive, relatable story that feels accessible to diverse audiences.
While it’s tempting to involve the entire C-suite in storytelling, or at least whoever is willing, not every executive is a natural fit. Some executives, like the CEO, are ideally suited for vision-centric narratives, but other stories may call for specialized expertise. Additionally, heads of departments like technology, HR, or sustainability bring depth to discussions on innovation, workplace culture, or environmental impact.
Beyond roles, personal traits make certain leaders compelling storytellers. Executives with unique career journeys, a clear passion for the company’s mission, or personal experiences aligned with the brand can offer narratives that feel both genuine and relatable.
By selecting executives whose stories and values resonate with the audience, PR teams can avoid generic messaging, focusing instead on creating authentic connections. This balance ensures that each executive’s voice aligns with the brand story, enhancing credibility and engagement.
Additionally, an executive’s comfort with public engagement plays a crucial role. An authentic connection to the message is essential, otherwise, there’s a risk of the content feeling forced or worse, meaningless. Choosing executives who align with the story and audience expectations enhances authenticity and effectiveness.
PR professionals should consider each executive’s strengths and public-facing roles, creating a strategy that supports the broader brand mission without diluting individual credibility.
Of course, all these ideas are great – and yes, they’re useful – but if you don’t have a roadmap and strategic plan, you’re just shouting into the void. To bring executives into effective brand storytelling, you need a thoughtful communication plan.
Most importantly, this strategic executive communications plan should align with the organization’s overarching goals and outline key themes, messaging, and preferred channels. Remember, everything we do needs to push the organization closer to achieving its goal.
Determining which stories to tell and where (e.g., social media, blogs, or industry events) ensures a consistent and cohesive strategy. Frequency matters, too, with regular updates maintaining engagement without overwhelming audiences.
And let’s not forget one of the biggest pain point PR pros face – resources. We have to assess resources to support these efforts, including content creation, media training, and scheduling. Plus, considerations for amplification, like cross-posting to reach new audiences, help keep stories fresh and accessible.
All these factors need to be thought out and established before your first post. Ultimately, a well-coordinated plan ensures that executives’ voices are aligned with the brand’s goals, reaching audiences effectively and consistently.
As you likely know, communicating in the public space isn’t always rainbows and sunshine for PR pros and brands. Public visibility brings rewards, but it also opens executives up to scrutiny. When leaders engage with audiences on public platforms, criticism can and will occur.
This is where PR professionals need to have a plan. Handling negative feedback thoughtfully and with a people-first approach is essential to building trust. For example, if an executive receives backlash over a controversial stance, a transparent and empathetic response can help manage the situation.
Consider responses that reinforce the brand’s values, show understanding, and invite dialogue. The key is to keep the lines of communication open. Remember that we’re talking with people not at people. That means valuing both positive and negative responses.
Handling criticism effectively not only strengthens the brand’s authenticity but also demonstrates a commitment to listening to its audience. PR teams should prepare for both positive and negative responses, equipping executives with guidelines and support to navigate these interactions gracefully and transparently.
Executives hold a powerful place in brand storytelling, offering authentic insights and connections that other channels simply can’t replicate. Add to that audiences expect that they actively engage with them, and there are some amazing opportunities to foster authentic interactions and meet audience expectations.
When leaders share stories that reflect the brand’s core mission and values, they build a bridge to audiences, fostering a deeper connection and loyalty. Integrating executive voices into a broader communication strategy doesn’t require endless resources. However, it does need careful selection and planning.
Through a well-developed strategic approach, organizations of any size can leverage executive voices, creating an impactful narrative that not only resonates with audiences but also supports long-term brand growth and loyalty. By embracing these voices, brands can transform storytelling from a campaign into an experience, inviting audiences to join their journey.
