Understanding the Challenges in Executive Branding
In the world of branding and corporate messaging, many executives struggle to convey their message effectively. According to Tim Braun, an executive media trainer and presentation coach with a background at “Good Morning America” and CNN, the core issue lies in the simplicity of the messages that are often misunderstood or miscommunicated.
Braun emphasizes that executives frequently face challenges when it comes to defining their brand and what makes them unique. He highlights the importance of answering key questions such as: What is your brand? Who is your target audience? And what four to five words would you like to be associated with your brand?
During a recent forum hosted in New York by Lividini & Co., Braun shared insights on executive positioning. He pointed out that while many executives seek help from consultants and communications firms to develop their messaging and presentations, they often overlook the bullet points created by these experts. The reason, according to Braun, is that these points are not in the executives’ own words and can feel inauthentic.
To address this, Braun works directly with executives to extract their messages in their own language. He then provides these messages to their communications teams, who refine them to fit the executives’ style, making it easier for them to articulate their thoughts naturally.
The Importance of Personal Connection in Messaging
Braun’s approach centers on understanding the individual behind the brand. He focuses on uncovering the executive’s passion, authority, and personal stories that can be used to create a more authentic and compelling message. By identifying these elements, he helps executives convey their narratives in a way that feels comfortable and genuine.
According to Braun, everyone can benefit from media training. It’s not just about appearing on panels or being interviewed; it’s about communicating with confidence and clarity in any setting. This includes meetings with teams, where having a clear message can make a significant difference in how one is perceived.
Braun also acknowledges the role of public relations and communications professionals in his work. These individuals often bring him in because their clients need to express themselves effectively. Over the years, he has worked with notable executives, including the CEO of Bloomingdale’s, Olivier Braun; Marc Rosen, CEO of Catalyst Brands; Michelle Gass, CEO of Levi Strauss, and top executives from companies like Kendra Scott, Sperry, Design Within Reach, Swarovski, and influencers.
Building a Strategic Partnership
Braun has known Jaqui Lividini, CEO and founder of her eponymous firm, for many years. Their relationship began during his time at “Good Morning America,” where he did fashion stories. Lividini, a former senior vice president of fashion merchandising at Saks Fifth, helped him gain access to Saks when he couldn’t get into other high-end stores due to union reasons.
Lividini has since expanded her firm’s services by launching “Profile by L&Co.,” which she describes as a “strategic studio for executive identity.” This initiative aims to help influential leaders define and amplify their presence in the world. Lividini believes that executives have become brands themselves, with names that are synonymous with specific qualities or achievements.
She explains that every executive has a defining quality that sets them apart, and the goal of Profile by L&Co. is to help identify that unique trait and build a personal brand that stands out. The process begins with sharing 10 truths about the executive, which then leads to the creation of unique messaging tailored to their needs.
Advancing Careers Through Personal Branding
Lividini notes that Profile by L&Co. primarily works with C-suite executives, including those aiming to move up the ladder, such as a CMO hoping to become a CEO or a CFO aspiring to the same role. The program also assists those looking to join boards.
The process involves helping executives recognize their value and how they can carry that through to future roles. It’s about advancing their careers by ensuring they are recognized for who they are, not just for the company they represent.
