In today’s marketplace, trust and differentiation hinge on one thing many leaders overlook: their own visibility. But as Brad Pitts, Growth Strategist and Chief Marketing Officer, and Jennifer Welch, Fortune 500 Brand Strategist and Founding Partner at The CMO Syndicate, explained in their recent webinar “Brand Power Moves,” visibility doesn’t mean becoming an influencer; it means becoming a brand builder.
“This is not about you becoming some sort of influencer,” said Jennifer Welch. “What we do believe is that you need strategic visibility. Visibility that aligns with and amplifies your corporate brand.”
Your Brand Is a Business Asset; Treat It That Way
Welch emphasized that a brand is not just an image; it’s a measurable, valuable asset.
“Brands can be valued just like your home or your car,” she said. “Your brand is probably your most scalable, and your most valuable, asset.”
Citing research from Brand Finance, Welch noted that Apple’s brand valuation sits at a staggering $575 billion, nearly 15% of its total corporate value. “That’s not a building or a piece of equipment,” she added. “That’s the power of brand equity.”
Pitts agreed, pointing out that the brand represents the trust and expectations people carry with them.
“When you say a brand name like Apple, Disney, or Starbucks, people already know what to expect,” said Brad Pitts. “That’s what brand valuation is built on.”
Why CEOs Can’t Stay Silent
Both Pitts and Welch see a troubling pattern: many CEOs shy away from putting their voice out in the market, worried about risk or being misunderstood. But staying silent can cost credibility, talent, and growth.
“CEOs often fear that being vocal exposes them to reputational risk,” Pitts said. “But being visible creates far more value. It clarifies who you are as a company, why people should work with you, and what you stand for.”
Welch shared a powerful example from the energy industry, where one CEO’s active leadership presence became a competitive advantage:
“While others stayed quiet; this CEO was out front speaking on behalf of the industry,” she said. “He wasn’t just elevating his company; he was lifting the entire sector. That’s what leadership visibility can do.”
Personal Brand vs. Corporate Brand: It’s Not Either/Or
A recurring misconception is that CEOs must choose between building their personal brand or focusing on the corporate one. Welch explained that the two actually coexist symbiotically.
“Think of it as a nesting doll,” she said. “The corporate brand is the outer shell, but the CEO’s voice, presence, and actions fill it with meaning. The halo effect works both ways. The CEO builds the brand, and the brand builds the CEO.”
Pitts added that CEOs don’t have to be social media stars to be effective.
“It’s not about being everywhere,” he said. “It’s about showing up consistently in the community, in your industry, and in the conversations that matter most to your company.”
Leadership Presence Drives Business Outcomes
For Welch and Pitts, CEO visibility isn’t about ego; it’s about business performance.
“Repetition builds recognition,” Pitts explained. “Recognition builds consideration. Consideration builds conversion. People won’t buy from you if they don’t know who you are.”
Welch extended that idea, noting the impact on employee engagement and recruitment.
“The CEO’s job isn’t just to attract customers; it’s to attract talent,” she said. “Your competitors aren’t just in your industry anymore. They’re any company attracting the best and brightest minds. Visibility helps you win that competition.”
Five CEO Power Moves for Building Brand Visibility
To close the webinar, Pitts and Welch outlined practical steps for CEOs who want to elevate their leadership visibility without falling into the “ego trap”:
Final Word: Visibility Is Leadership
Welch and Pitts agreed that leadership today requires more than managing numbers; it demands presence.
“Your visibility isn’t vanity,” Welch concluded. “It’s your brand multiplier.”
“And consistency is your superpower,” added Pitts. “When you lead with clarity and authenticity, you don’t just strengthen your brand; you future-proof it.”
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🎥 Missed the webinar? Watch it here!