Personal branding with Bernard Kelvin CLIVE: Leveraging a CEO’s brand to drive business growth

By Bernard Kelvin CLIVE

Today, I want us to look at how CEOs can leverage their personal brand to amplify their businesses. In my experience, one of the most overlooked assets of any company is the face behind it, the CEO. Beyond titles and corner offices, a CEO’s brand can either become a powerful driver of business growth or a silent barrier to progress.

To simplify this, I’ve identified what I call the four pillars, 4 key areas every CEO must pay attention to if they want to use their personal brand to lift their business and corporate brand. From my book ‘CEO Branding’, these are:

• Brand Identity – Who are you as a CEO? How do people perceive you?
• Brand Equity – What value do you carry in the marketplace? Does your voice move people and shape conversations?
• Brand Reputation – Beyond the title, are you truly credible and trusted in your field?
• Brand Positioning – How do you stand out among other CEOs? What makes you different and distinct in the public eye?

I’ll use both local and international examples to bring these points home, showing how CEOs can intentionally harness their identity, equity, reputation, and positioning to create a lasting impact—not just for themselves, but for the businesses they lead.

 CEO’s Brand Identity – Who Are You?

Once you identify yourself as a CEO, you are being scanned. Every brand starts with identity. As a CEO, your identity goes beyond the role you occupy to include the perception people hold about you. When someone hears your name, what comes to mind? Leadership? Innovation? Integrity? Or do you remain just a faceless title hidden behind the company logo?

Your brand identity answers the question: Who are you, really, and how do people perceive you?

Take, for instance, Dr. Agyepong, CEO of The Jospong Group. In the Ghanaian space, his identity has been consistently tied to building enterprises that solve pressing local problems. That identity—the image of a visionary entrepreneur—is what allows his name to carry weight beyond his company. In another sphere, you may look at Dr. Yaw Perbi of The Hud Group, whose identity in the public eye is firmly rooted in personal development and leadership. When he appears in public, he is not just “a CEO.” He is known for representing growth, transformation, and leadership excellence. That identity directly rubs off on his company’s brand.

On the global stage, think about Jeff Bezos. Long before Amazon became the giant it is today, Bezos built a personal identity as a visionary risk-taker. His story of starting Amazon from a garage became part of his brand identity. This narrative not only humanized the company but also gave customers and investors a clear sense of who was behind the business.

What this shows us is simple: a CEO without a clear identity leaves their business without a human face. When people can’t attach meaning to who you are, it weakens the connection they feel toward your company.

So, how can you strengthen your CEO’s brand identity?

1. Clarify your core: Be clear on what you stand for. Leadership? Innovation? Service? Pick your lane and let it reflect in your public image.
2. Consistency: Appear the same way across platforms—your speeches, interviews, social media, and even your lifestyle should align with the image you want to project.
3. Visibility: Identity grows stronger when it’s seen. Be intentional about the platforms you show up on and the conversations you participate in. NB: Not every platform.

As a CEO, your brand identity is not about being everywhere or doing everything. It’s about being recognized for something clear and consistent. The stronger and clearer your identity, the more it becomes a lever to build trust, attract opportunities, and extend the reach of your business.

 CEO’s Brand Equity – The Weight You Carry

If brand identity is about who you are, brand equity is about what your name is worth. It’s the value, influence, and weight you carry in the marketplace as a CEO. The reality is, your personal brand equity can either add immense credibility to your business or leave it struggling to command respect.

When a CEO has strong brand equity, their voice is not just heard—it’s taken seriously. For instance, Dr. Perbi’s reputation as a thought leader in personal development means that when he comments on leadership, people pay attention. His articles, interviews, and insights carry weight, and that equity flows directly to his company. In the same way, Dr. Agyepong’s influence in Ghana’s business space means his presence alone opens doors, creates partnerships, and drives trust in the Jospong Group.

Look at international examples. Elon Musk, for instance, has built massive brand equity. Love him or hate him, when Musk speaks, markets shift. His tweets have moved billions in value. That is brand equity in action—the sheer influence of one CEO impacting not just a company but entire industries. Jeff Bezos also enjoyed similar equity: his personal word on innovation or e-commerce was enough to shape investor confidence in Amazon.

Now, let’s bring it closer home again. Daniel McKorley (McDan) has, over the past decade, built solid equity as a voice in entrepreneurship. His insights, public talks, and media appearances don’t just position him as a businessman—they add credibility to every venture under the McDan Group. When he shares his views, people listen because he has demonstrated value, expertise, and staying power.

Here’s the lesson: Brand equity is not automatic. It is earned. Titles don’t create equity; consistent value does. A CEO who hides behind the company name without demonstrating thought leadership, expertise, or consistent contribution will find themselves irrelevant in the marketplace.

So, how do you build brand equity as a CEO?

• Be valuable: Share insights, opinions, and expertise that matter in your field.
• Be visible: Use media, conferences, and digital platforms to showcase your knowledge.
• Be credible: Equity grows from trust. Deliver on your promises consistently.

The stronger your brand equity, the more weight your name carries. And when your name carries weight, it becomes easier to attract investors, clients, and talent to your company. In many cases, your equity as a CEO is the bridge that gives your business a head-start in competitive markets.

CEO’s Brand Reputation – Credibility Beyond the Title

A CEO’s title alone does not guarantee respect or influence. What truly matters is reputation, the credibility people attach to your name. Reputation is the most valuable currency any leader can hold. Without it, the title “CEO” is reduced to a mere label.

What’s striking is that a strong personal reputation can even outlive a business. Take Prince Kofi Amoabeng, former CEO of the now-defunct UT Bank. Despite the bank’s collapse, his reputation as a disciplined, no-nonsense, ethical leader remains intact.

In fact, many still speak highly of his personal brand because of how he carried himself over the years. His reputation was built on integrity, military-like discipline, and a consistent message about hard work and accountability. The failure of the institution did not erase the credibility of the man. That is the power of reputation—it transcends titles and circumstances.

Another example is Sir Sam Jonah. His name carries immense weight, not only in Ghana but across the continent. Jonah’s reputation was forged through decades of leadership in the mining sector and his consistent voice in business and national conversations. He is regarded as a statesman, a mentor, and a symbol of corporate integrity. When Sam Jonah speaks, leaders listen. His reputation has become one of the greatest assets to every board or institution he associates with.

Internationally, someone like Warren Buffett reflects the same truth. His reputation as an ethical, long-term thinker makes him a magnet for investors. People believe in Berkshire Hathaway because they believe in Buffett. In contrast, when a CEO’s reputation is tainted, through dishonesty, scandal, or arrogance—the damage spreads quickly to the company.

So, what can CEOs learn from these examples? Reputation is not about perfection. It is about consistency, credibility, and integrity over time. You protect your reputation when your words match your actions, when you deliver on promises, and when you stay authentic in public and private life.

Here are a few keys:

• Guard your credibility: One careless act can undo decades of work.
• Align words with action: Reputation thrives on consistency.
• Think long-term: Reputation is not built in a year; it’s a lifetime investment.

At the end of the day, reputation is the shield that protects both the CEO and the business. Build it, guard it, and let it speak for you, even when titles, positions, or companies fade away.

CEO’s Brand Positioning – Standing Out in a Crowded Space

If identity is who you are, equity is what you’re worth, and reputation is how trusted you are—then positioning is about where you stand in the public eye compared to others. It answers the question: What makes you different from the thousands of CEOs out there?

Now, CEOs are business leaders and often public figures. Some embrace the spotlight, while others prefer to stay behind the scenes. But whether you like it or not, people will position you in their minds. The key is to be intentional about it.

Let’s consider some local examples. Dr. Yaw Perbi of the Perbi Leadership Group and Global Director of The HuD Group has positioned himself as a thought leader in personal growth and leadership. Through his books, speaking engagements, and mentoring, he has created a unique lane that separates him from CEOs who remain low-profile. His positioning makes his name synonymous with leadership development, and that directly enhances the visibility and credibility of his organizations.

Similarly, young CEOs like Richard Nii Armah Quaye of Quick Credit and Investment Micro-Credit Group have positioned themselves in the media largely through philanthropy and charity. His consistent public appearances around giving back have created a strong association between his personal brand and generosity, which then attracts attention to his businesses.

On the global stage, Elon Musk has mastered positioning. He presents himself as a futurist, a bold innovator shaping humanity’s destiny. Jeff Bezos positioned himself as the relentless builder of the world’s most customer-centric company. Each of these positions is distinct, clear, and memorable—and that’s why their influence stretches far beyond their companies.

Here’s the truth: Positioning is about focus. You cannot be known for everything, but you can be remembered for something. When you try to be everywhere and do everything, you dilute your influence. But when you choose a clear position, whether it’s innovation, leadership, entrepreneurship, philanthropy, or another lane, you create a brand that sticks.

So, how can a CEO position themselves effectively?

• Find your lane and stay in it: Decide what you want to be known for, and lean into it.
• Be consistent with it: Let your public appearances, speeches, and digital footprint reflect that lane.
• Stay authentic: Positioning is effective only if it aligns with who you truly are.

The sharper your positioning, the more your company benefits. A well-positioned CEO naturally draws attention, partnerships, and opportunities—fueling both personal and business growth.

Now, it’s your turn as a top executive to build and leverage your brand. Can get a copy of my book, ‘CEO Branding,’ and contact me for coaching and consulting regarding your brand.

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