Article n°9 - 9 min

Why personal branding matters for CEOs/CIOs in asset management

Essential Elements of a Personal Brand

How and where do you build your personal brand ?

Maintaining and evolving your personal brand

While building a strong corporate brand is undeniably crucial for asset management firms, investing in a personal brand is equally, if not more, important for CEOs. The corporate brand represents the firm's collective identity and values, conveying trust, expertise, and reliability to clients and investors.

However, a CEO's personal brand adds a unique, human touch that can significantly enhance these corporate attributes.

In an industry where trust and personal relationships are paramount, the CEO’s personal brand serves as a direct bridge between the company and its stakeholders, humanizing the business and creating a deeper, more personal connection.

Understanding personal branding and why you should consider it

Personal branding is really about how you communicate who you are to the world and establishing your credibility as an expert in your industry.

It involves conveying your unique value, personality, and expertise in a way that resonates with your clients and industry peers.

Think of it as building your professional reputation and becoming the leading authority in your industry.

The ultimate goal of personal branding is to humanise your firm’s brand, increase its visibility via your reputation and ultimately growing your AUM.

Your story

Your story reveals the human side of your practice—the passions that drive you, the experiences that have shaped your career, and the principles that guide your decision-making. Crafting and sharing your story with authenticity and clarity allows you to differentiate yourself.

It transforms you from a mere service provider into a trusted partner whose values and vision resonate with clients. Your story builds trust and credibility, demonstrating not just what you do, but why you do it.

Authenticity

Being genuine in your interactions and communications is crucial. Clients can easily spot insincerity, which can erode trust.

To cultivate authenticity, reflect on your core values and strengths. What do you stand for? What unique qualities do you bring to the table? For instance, if you have a passion for educating clients about the bond market, let that passion be clear. Share insights, host webinars, and write articles that reflect this passion.

Consistency

Consistency means delivering a unified message across all touchpoints. Whether it’s your LinkedIn profile, your personal website, or your interactions at networking events, the essence of your brand should remain the same.

Think of it as your personal "brand manual." Just as a company maintains a consistent brand image through logos, colors, and messaging, you too should have a consistent professional image. This consistency helps reinforce your brand in the minds of your audience, making you more memorable and trustworthy.

Crafting your narrative

Your personal brand narrative is your story—how you got to where you are, what you stand for, and where you’re heading.

Start by identifying key milestones in your career and life that have shaped who you are today. Share these stories in a way that highlights your values and expertise. A well-crafted narrative can make you more relatable and memorable to clients and colleagues.

Showcasing expertise and passion

To build a compelling personal brand, it’s essential to demonstrate both your expertise and your passion for asset management. This could involve sharing insights on market trends, providing educational content, or speaking at industry events.

Consider starting a blog or contributing articles to financial publications. Participate in podcasts or webinars to discuss your views on investment strategies and market outlooks.

LinkedIn the platform of choice

LinkedIn has become the go-to platform for anyone who wants to become an established authority in their industry.

With close to a billion people on the platform and only 2% of them posting content about their passion/expertise/point of vue, it’s easy to see the opportunity to occupy your own space on the platform around your industry expertise. By consistently sharing valuable content and insights, you position yourself as a leader in the industry.

Building your personal brand though consistent content creation

Establishing yourself as an important figure in your industry requires you to write high-quality content about your expertise/point of vue/observations etc related to your industry on a regular basis (minimum 1-2 per week).

The LinkedIn algorithm rewards quantity and quality.

Engaging with your clients

Interaction is a crucial part of maintaining your personal brand. Engage with your Ideal Investor Profiles through social media, professional networks, and industry events.

Engagement is not just about broadcasting your message but also about listening and adapting. Understand the concerns and interests of your clients and peers, and tailor your communications to address them. This two-way interaction helps build stronger relationships and reinforces your brand.

Continuous learning

The financial industry is constantly evolving, and so should your personal brand. Stay updated with the latest industry trends, regulatory changes, and technological advancements. Adapt your brand to reflect your growth and learning.

Share your new knowledge and experiences with your audience to showcase your commitment to staying at the forefront of the industry.

Why not just focus on your firm’s brand instead?

Additionally, a CEO's personal brand can significantly amplify the reach and impact of the corporate brand. Through speaking engagements, thought leadership articles, social media presence, and networking, the CEO can position themselves as an industry leader.

A survey by PwC indicates that 77% of consumers are more likely to purchase from a company if its founder has a robust social media presence. If you apply this to the asset management industry, a CEO with a strong presence in industry events and online through articles and whitepapers increases a firm’s brand’s perceived value.

This not only elevates their own profile but also brings greater visibility and credibility to the firm.

Turn these insights into reality.