The power of executive visibility: Why thought leadership matters more than ever

Jacqueline Keidel Martinez

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Executives today can no longer afford to lead from behind closed doors. The leaders who drive the most impact are those who embrace their role as a megaphone for the brand they represent, cultivating a strong personal brand and leveraging thought leadership to build trust, credibility and influence.

Visibility isn’t just about ego. It’s about building connection. The 2024 Edelman Trust Barometer found that companies with highly visible executives saw a 239% increase in value per share. Because in a world where misinformation runs rampant, trust is currency, and audiences equate visibility with trustworthiness. The more we see someone showing up with a clear, consistent message, the more we believe in their expertise, vision, and ability to lead.

Building an executive brand isn’t about self-promotion. It’s about creating a foundation to reinforce values, provide rationale for decisions, and win an audience of supporters and even fans. When leaders consistently show up in meaningful ways, they foster familiarity and connection, leading to better business outcomes, stronger teams and more engaged stakeholders.

Authenticity as the differentiator

One of the biggest mistakes executives make is thinking their personal brand is just a polished LinkedIn page or a well-crafted speech. In reality, what sets a leader apart isn’t their resume, it’s their ability to show up consistently, with authenticity. We often naturally assume competence in senior leaders, especially those representing large brands, but likability is something else. It’s fostered through relatability and transparency. Elliot Hill’s triumphant return to Nike as the CEO is a great example of how powerful the intersection of competence and likability can be.

Being likable doesn’t mean people-pleasing; it means demonstrating humility, sharing stories that inspire, staying true to core values even in challenging moments and paving the way for others’ success.

It also means vulnerability. The best leaders don’t just talk about wins, they talk about the lessons they’ve learned from failure. That kind of vulnerability is what draws people in and makes them want to follow a leader’s journey.

5 essentials of trusted executive leadership

1. Consistency is key. An executive’s brand isn’t built overnight. Thought leadership and visibility — whether through social media, media interviews, speaking engagements or bylined content — must be a long-term commitment. Consistency also applies to how leaders show up. From values to messaging to even personal style (think Steve Jobs’ black turtleneck or Ruth Bader Ginsburg’s iconic collars), consistency builds recognition and trust.
2. Invest in strategic communications. Thought leadership isn’t a solo endeavor. Great leaders work with communications professionals to refine messaging, identify key audiences and ensure they are showing up in the right places at the right times. But communications isn’t magic. It requires executives to be engaged in the process, sharing insights, business updates and perspectives on industry trends.
3. Challenge the status quo. The best personal brands aren’t built by playing it safe. Executives who stand out are those who offer bold, contrarian perspectives and push their industry forward. Having a unique, informed point of view is what captures attention and builds credibility.
4. Move quickly. Relevance is fleeting. Executives who successfully build thought leadership understand the importance of timely engagement. Whether commenting on industry shifts or cultural moments, speed matters more than perfection when it comes to staying in the conversation.
5. Get personal. People connect with people, not job titles. Leaders who share glimpses of their personal interests, like a 10K run, a new book they’re reading or philanthropic work, build deeper relationships with their audience. These personal touches reinforce values and help leaders build deeper connections.

Managing success

Effective executive branding isn’t just about vanity metrics. Beyond impressions and engagement, success can be measured in meaningful ways: inbound media requests, increased LinkedIn profile visits, speaking invitations, website traffic, search visibility and even lead generation. A strong executive presence can also translate internally, making it easier to recruit top talent, improve company culture and drive alignment across teams.

The bottom line

At a time when trust is at a premium, executives who prioritize visibility and thought leadership are better positioned to lead with impact. The most successful leaders aren’t just seen: they are heard, respected and followed.

And that visibility doesn’t just benefit them. It benefits their teams, their companies and the audiences who look to them for guidance and accountability

Editor’s note: Jacqueline Keidel Martinez of Phoenix is president and chief communications officer of Digital HQ. Please send your comments to AzOpinions@iniusa.org. We are committed to publishing a wide variety of reader opinions, as long as they meet our Civility Guidelines.