Founders and CEOs are the new breed of Content Creators and Brand Influencers 

In the digital age, business success increasingly hinges on leaders stepping into the limelight — not just as executives but as storytellers, thought leaders, and chief content creators. Today’s consumers crave authenticity, and corporate communications alone often lack the personal touch required to truly connect. In this article, I explore why founders and CEOs are uniquely positioned to amplify brand impact through personal storytelling and how strategic personal branding can elevate both the individual and the business.

Why Personal Branding Matters

For founders and CEOs, personal branding can be a game-changer, helping build trust and engagement at a scale often unmatched by corporate accounts. Data supports this: founder-influencers achieve engagement rates of 7–8%, nearly double the 3–5% typical among standard corporate channels. Several key factors drive this success:

1. Authenticity– Followers value honesty. When founders share personal experiences, they humanise the brand, fostering trust and emotional loyalty.
2. Behind-the-Scenes Access– Followers are intrigued by the daily realities of a leader’s life. Personal posts give them a unique, insider perspective that corporate updates simply can’t replicate.
3. Thought Leadership– A CEO’s expertise and insights resonate deeply, positioning them as an authoritative voice. By addressing industry trends, they add a layer of credibility that extends to their company.
4. Engagement with Personality– Humour, anecdotes, and quirks make content memorable, creating an emotional connection in an increasingly digital, impersonal world.

Effective Strategies for Building a Personal Brand

When CEOs blend personal storytelling with company updates, they make their business narrative compelling. Here are some strategies that work:

• Story-Driven Posts– From sharing entrepreneurial challenges to celebrating achievements, story-driven posts tap into universal emotions that captivate audiences.
• Behind-the-Scenes Content– Offering glimpses into the “real life” of a founder — whether showing team meetings or product development — can deepen consumer interest and trust.
• Thought Leadership Articles– Regularly posting about industry insights establishes CEOs as knowledgeable leaders and valuable voices in their field.
• Live Interactions– Hosting live Q&A sessions and engaging directly with followers through comments adds a touch of approachability, building a sense of community around the leader and, by extension, the brand.

The Face of the Brand: Learning from the Masters

Let’s look at some founders who’ve mastered the art of personal branding:

1. Elon Musk: With his provocative tweets and product announcements, Musk keeps Tesla and SpaceX in the spotlight.
2. Ali Abdaal: This doctor-turned-YouTuber leverages his personal brand to promote his productivity courses and tools.
3. Simon Sinek: Through inspirational talks and books, Sinek has become synonymous with leadership development.
4. Gary Vaynerchuk: VaynerMedia’s success is intrinsically linked to Gary’s larger-than-life online persona.

These individuals embody their brands, creating a seamless connection between their personal content and their companies’ offerings.

Case Studies: Dr Daniel McKorley and Kevin Okyere

Two prominent Ghanaian CEOs — Dr. Daniel McKorley and Kevin Okyere — demonstrate the power of personal branding on social media. Both leaders have successfully elevated their brands, generating impressive engagement rates that reflect positively on their companies.

Dr Daniel McKorley, CEO of the McDan Group of Companies, is a notable example of a business leader with a powerful personal brand. Despite his companies’ strong presence in various industries, his personal Instagram account outshines their collective social media reach, boasting 73.7K followers. By consistently sharing his journey, challenges, and philanthropic efforts, he connects with followers on a deep, personal level. Here’s how he uses his platform:

1. Personal Storytelling– McKorley’s posts provide followers with a transparent look into his entrepreneurial journey, enabling him to connect with his audience as more than just a CEO.
2. Direct Engagement– By replying to followers’ comments, McKorley builds a loyal community and fosters a sense of camaraderie.
3. Corporate Social Responsibility (CSR)– Through his account, McKorley shares his philanthropic endeavours, underscoring his commitment to social impact and aligning his personal brand with the values of his business.
4. Behind-the-Scenes Content– Followers get a glimpse into the operational aspects of McDan Group, humanizing the brand and strengthening followers’ trust.
5. Thought Leadership– Through industry-related insights, McKorley positions himself as a knowledgeable figure in business, reinforcing his credibility and that of his brand.

Similarly, Kevin Okyere, founder and CEO of Springfield Group, showcases the advantages of personal branding in the oil industry. Despite Springfield Group’s influence, his personal social media presence vastly eclipses that of the company, with 74,000 Instagram followers compared to the company’s 11,000. Like McKorley, Okyere shares authentic content that resonates with followers:

1. Authentic Storytelling– Through narratives about his entrepreneurial journey, Okyere builds a connection rooted in honesty and shared experiences.
2. Community Engagement– His posts highlighting community initiatives and Springfield’s contributions to development display his commitment to social responsibility.
3. Behind-the-Scenes Insights– By offering followers a view into his daily life, Okyere provides an accessible and relatable image of a CEO.
4. Thought Leadership– Okyere’s reflections on industry trends enhance his authority in the oil sector, reinforcing Springfield Group’s standing by association.

Through their personal branding efforts, both Dr. McKorley and Kevin Okyere demonstrate the potential of a CEO’s online presence to engage, inspire, and influence. Their cases affirm that a well-curated personal brand can benefit not just the individual but also the business, creating powerful synergies that boost brand visibility, trust, and loyalty.

The Business Benefits of a Strong Personal Brand

For businesses, the benefits of a strong CEO brand extend far beyond follower counts. When leaders actively engage with their audience, they humanise their companies, making them relatable and memorable. This strategy fosters a unique blend of loyalty and credibility that typical corporate branding struggles to achieve. By providing industry insights and a personal touch, founders can effectively establish their brands as trustworthy authorities.

Personal branding can also serve as a powerful recruiting tool. Prospective employees are often drawn to companies where leaders are visible, accessible, and engaged with their communities. Moreover, a CEO’s digital presence can be a strong asset in stakeholder engagement, as investors, partners, and collaborators gain insight into the leader’s vision and values.

Embracing the Role of Chief Content Creator

Becoming a “chief content creator” allows CEOs to control their narrative, strengthen their brand’s identity, and establish an emotional rapport with audiences. Leaders who embrace this role create a direct line to consumers, bypassing traditional media filters and sharing their stories on their terms. This approach isn’t reserved for celebrity entrepreneurs alone — it’s accessible to leaders in all sectors who are willing to share their experiences and insights openly.

The Transformative Power of Personal Branding

In an era where authenticity is key, founders and CEOs are uniquely positioned to leverage personal branding to elevate their companies. Hired brand influencers cannot embody the genuineness of the founder and the commitment of the CEO aside from their follower counts.

By sharing genuine stories, offering behind-the-scenes insights, and engaging directly with followers, they build relationships that foster trust, loyalty, and long-term engagement. The success of figures like Dr Daniel McKorley and Kevin Okyere serves as a powerful reminder of the impact a well-managed personal brand can have on business growth and industry reputation.

The success of figures like Dr Daniel McKorley and Kevin Okyere serves as a powerful reminder of the impact a well-managed personal brand can have on business growth and industry reputation.

As more leaders recognise the value of personal branding, the role of a CEO is evolving beyond traditional expectations. Today’s leaders have the tools and platforms to share their journeys, influence their industries, and build loyal communities. For CEOs willing to embrace this responsibility, the rewards — both personal and professional — can be profound.

The writer, Wisdom Matey Tetteh, CEO of Visual Lab Media Ltd, an agency that transforms brand narratives through strategic storytelling. His consultancy specialises in crafting compelling content that bridges brands with their audiences, creating meaningful connections that resonate and inspire.

Check out Moments Africa for some of his other publications