CEO positioning: Why you should act digitally now
CEO positioning is no longer just about speeches at conferences or the occasional interview in the business press. Today's digital transformation demands more: clear, credible and visible positioning of the company's top management online is becoming a key factor for trust and success in a networked world [1]. If you want to future-proof your brand, you need an integral role for CEO communication - both internally and externally, open and authentic.
CEO positioning as a strategic lever
The challenges are manifold: from the loss of trust in institutions to rapid technological leaps and changes in values. CEOs who position themselves consciously and professionally provide answers to these megatrends and show their stakeholders how they assume social responsibility [1]. This is not about vanity, but about targeted impulses for reputation, loyalty and growth.
If you don't speak, others will speak for you - usually in a different way than desired [2]. This applies to both internal communication and the public image on the internet. CEOs who hold back run the risk of their company being characterised by external opinions and narratives. A clear, active approach to CEO positioning prevents this and significantly shapes the corporate image.
Optimising the use of digital channels
The digital setting demands new approaches: from LinkedIn posts to podcast interviews, from authentic video messages to live streams - platforms and formats are diverse. It is crucial that each activity fits the company's purpose and remains authentic. In this way, CEO positioning can increase digital visibility in a targeted manner and reach new target groups.
One example: a medium-sized company from the digital sector consistently positioned its CEO as an expert in agile change management. Regular insights on LinkedIn, accompanied by more transparent communication on the intranet, led to noticeably more credibility among employees and customers.
Another example: a listed industrial company used CEO positioning to credibly communicate the transition to sustainable production. The CEO became the face of a new, responsible brand identity - both internally via townhalls and externally with digital storytelling formats.
And at a traditional provider in the B2B sector, the CEO became a spokesperson for innovation and team culture. Through targeted social media campaigns and specialist articles, she presented herself as a visible leader who embodies values such as openness and courage.
CEO positioning in practice - step by step
CEO positioning is not a sure-fire success. It is based on a clear strategy that defines goals, target groups and instruments [5]. The first step is to analyse the current situation. How is the CEO currently perceived? Where are the gaps between self-image and public image?
The next step is to define the target positioning. The CEO Navigator model often helps here to map out different roles - from visionary to crisis manager [4]. It is crucial that all measures match the communication strategy.
Core messages must be clear, consistent and credible. They should not only reflect the company's goals, but also address social developments - from sustainability and diversity to digitalisation [1]. This creates a CEO positioning that works and builds lasting trust.
Action guide for your success
CEO positioning works best when you receive support for your project. Our transruptions coaching accompanies you as part of our digitalisation expertise in projects relating to CEO positioning - from the initial analysis through to implementation. We help you to position your brand visibly and your company management convincingly.
Typical topics that clients come to us with are Increasing visibility, crisis prevention, digital transformation, employer branding and change management. Especially in phases of change, professional CEO positioning can provide decisive impetus.
Many report that a clear definition of roles and letting go of purely operational tasks in favour of communicative leadership has brought their company forward. Values such as authenticity, transparency and a willingness to engage in dialogue are becoming increasingly important in the digital context [8].
Three concrete steps that you can implement immediately:
- Identity check: Analyse how your CEO is currently perceived - internally and externally.
- Develop core messages: Formulate clear statements that convey your company values and the vision of your CEO.
- Use digital formats: Try out new channels and formats to increase reach and authenticity.
BEST PRACTICE with one customer (name hidden due to NDA contract)
An international financial services provider was faced with the task of repositioning its brand following a crisis. The CEO positioning was intensively supported as part of a transruption coaching programme: The company's top management appeared as a credible changemaker who sought dialogue, dealt self-critically with mistakes and thus won back both employees and customers. Regular video updates, an open error culture and targeted topic leadership in social media led to a significant gain in reputation. The CEO became a reliable anchor in uncertain times - both internally and externally.
CEO positioning: From image factor to corporate value
CEO positioning is more than just image cultivation. It is a strategic success factor that fills the brand with life and creates measurable benefits. Studies show: CEOs often enjoy the highest level of trust - even ahead of the media, politics and NGOs [3]. This trust must be utilised in order to position the company in a credible and crisis-proof manner.
SAP CEO Christian Klein, for example, consistently relies on a dialogue-oriented, digital CEO positioning. His presence on social media, combined with open internal communication, makes him a guarantor of innovation and trust - and SAP a credible brand in uncertain times.
Or Apple: Tim Cook is not just a manager, but also the visible face of a global community of values. His CEO positioning gives Apple an emotional boost that goes far beyond products.
There are also role models in the DACH region: Many hidden champions utilise the potential of CEO positioning to position themselves as innovative employers and attract skilled workers. The focus here is on the personality of the CEO - as an ambassador of a modern corporate culture.
My analysis
CEO positioning is not a luxury, but a must for companies that want to be successful in the long term. It makes a decisive contribution to a brand's reputation, innovative strength and resilience. Those who rely on stringent, digital CEO positioning today create trust, inspire teams and actively shape the corporate image. In an environment characterised by uncertainty and transformation, the top of the company becomes an anchor point - for employees, customers and investors.
CEO positioning is not an automatic process, but one that requires clear goals, the courage to engage in dialogue and professional support. Those who follow this path secure a lasting competitive advantage - and make their brand digitally unbeatable.
Further links from the text above:
ruess-group CEO positioning & CEO communication [1]
oseon.com: CEO communication - still a supreme discipline [2]
bureauofcom: CEO Positioning - Unleashing the potential of a CEO [3]
staffbase: 3 steps to successful CEO communication [4]
flutlicht.biz: CEO communication - 5 steps to the right strategy [5]
FTI Consulting: CEO Reputation Compass [6]
kom.de: Relevant visibility instead of self-promotion [7]
get-press.de: How to: CEO positioning and C-level communication [8]
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