In today’s fast-paced and interconnected business landscape, a strong executive presence has become more critical than ever before. With over 20 years working as a public relations practitioner and now personal branding coach, I have witnessed the transformative power of executive presence in shaping the trajectory of careers and businesses across the globe. Let’s take a few minutes to delve into the essence of executive presence, its relevance in this digital age, and how savvy professionals can leverage digital platforms to build a recognisable and influential executive presence. Additionally, we will explore the connections and distinctions between personal branding and executive presence, helping ambitious leaders understand how both aspects are essential in cultivating a powerful professional image.

To understand executive presence, we need to look at exactly what this means —and no, it does not mean that you are an executive that is present at work every day. Executive presence is really a combination of qualities, demeanour, and communication style that exudes confidence, authority, and credibility. What I love about executive presence, is that it goes beyond the technical skills and qualifications of an individual and involves projecting a sense of gravitas and leadership, both in-person and online — it’s how you stand out. As someone who went through the university process, but didn’t actually graduate — I have had to rely on my executive presence to aid my own trajectory as a PR professional. A reminder that a professional with a strong executive presence, even without the degree, can have the ability to command attention, influence others, and leave a lasting impact in every interaction.

Personal Branding VS Executive Presence

While personal branding and executive presence are closely related, they differ a bit in focus and scope. Personal branding is the intentional process of shaping an individual’s public image and perception. It encompasses a broader range of attributes, including skills, passions, values, and unique selling points — it’s the thing that you want to be known for. Your personal brand also aims to establish a consistent image that resonates with a specific target audience across various personal and professional pursuits. Executive presence, on the other hand, is actually a subset of personal branding, specifically tailored for leaders and executives. It emphasises the qualities and behaviours that instill confidence, trust, and authority among peers, subordinates, and stakeholders — why should I follow you? While personal branding encompasses the entire personal and professional persona, executive presence hones in on the attributes crucial for leadership success.

The Relevance of Executive Presence in the Digital Age

In the digital age, where virtual interactions have become the norm, executive presence holds even greater significance. We went through two full years of hopping from Zoom to Teams, to every possible online platform and many of us are still utilising these platforms as the main way of engaging with clients, team members, and prospects. Executives and business leaders must still adapt their communication strategies to resonate with their audiences through these various digital channels. A compelling executive presence on virtual platforms not only fosters trust and credibility but can also ensure a competitive edge in an increasingly remote and globalised work environment.

The great news is, we all have an opportunity to leverage these digital platforms to build our executive presence by showing up in an authentic and consistent way, creating and sharing thoughtful and engaging content, and building your visual brand across platforms that resonate with your ideal audience.

Here are a few recommended steps:

1. Choose your Platform – to keep it simple — start with one and ensure that this is also where the individuals or companies that you are trying to attract “live” online. My recommendation for professionals is always LinkedIn, but the keyword is to just start.

2. Update your Profiles – do a review of all of your online profiles (yes, all of them) and ensure that they all have current and up-to-date content that includes who you are, what you do, how you do it and who do you do it for.

3. Be Authentic and Consistent – to build a recognisable executive presence, leaders must be authentic and consistent across all digital platforms. This means aligning your values, actions, and messaging, and maintaining a cohesive personal brand image.

4. Create Engaging Content – With so many platforms to choose from, executives can leverage social media, blogs, podcasts, and videos to share their expertise and insights with their ideal audience. By providing valuable content, you can position yourself as a thought leader and build credibility within your industry.

5. Be Engaging: Engaging with your followers and connections on digital platforms is essential for building executive presence. Responding to comments, participating in industry discussions, and showing interest in others’ content can foster meaningful relationships and showcase leadership qualities.

6. Enhance Your Visual Branding: Crafting a consistent visual identity across digital platforms reinforces an executive’s image. Using professional head shots and visually appealing graphics can enhance their credibility and make a lasting impression.

7. Embrace Virtual Meetings: As virtual meetings have become commonplace, executives should embrace video conferencing with confidence. Paying attention to body language, vocal tone, and eye contact can help establish a powerful digital presence. We still need to show up, even if we are streaming from home.

8. Get a Coach – engage a personal branding coach (wink-wink) that can help you to unlock your executive potential and presence by looking at your unique journey, the value that you offer and how to effectively communicate this at every touch point.

We can see that in this digital age, executive presence is still a powerful asset that can shape the trajectory of a leader’s career and impact the success of their organisation. By embracing digital platforms and leveraging personal branding techniques, aspiring executives can build a recognisable and influential executive presence that will leave a lasting impression on in-person and virtual audiences. By getting online and embracing authenticity, consistent communication, and engaging content, leaders will undoubtedly propel towards executive excellence in the digital era.