Establishing real and lasting brand visibility can seem like an intimidating prospect for many B2B tech business, especially for those entering new markets or launching innovative new solutions.
Even a manufacturer unveiling IoT-ready machinery or a start-up launching a revolutionary AI analytics tool can struggle to achieve brand recognition, despite offering something truly unique.
Often, the missing piece of the jigsaw is the human angle that reveals the depth of knowledge and passion within the organisation.
Why personalities matter
Leaders are often overlooked in brand-building efforts. One approach that can shift the focus from products to people is executive profiling: highlighting the views of key spokespeople so they become go-to voices on industry trends and important topics.
Many organisations focus on product features instead of the perspectives and insights that really set them apart as organisations.
Leaders are typically hot on trends and have an opinion on the direction an industry/business should or will take.
By positioning these executives as credible, reliable commentators, a business can connect with audiences on a more personal level.
This strategy harnesses the passion behind new technologies and translates it into stories that resonate beyond technical details, creating a sense of familiarity and trust.
When executives become influential voices, they aren’t just promoting a product, they are sharing viewpoints that align with big-picture trends in the market.
Whether highlighting the impact of sustainability on manufacturing processes or offering data-driven insight into customer demands, they spark curiosity.
That sense of curiosity is exactly what drives brand awareness, because it encourages potential clients and media outlets to keep watching for updates and further commentary.
Creating authentic, timely messages
Executive profiling hinges on developing narratives that feel both relevant and authentic. For many
businesses, the first step is to pinpoint industry themes that match their expertise, whether that’s supply chain efficiencies, green initiatives or breakthrough data applications.
By clarifying these themes and matching them with the right spokesperson, a business can speak in a voice that resonates with the wider sector.
Workshops and strategic content planning help leaders find their own style and tone. This ensures they offer something distinct whenever they speak or write.
A confident manufacturing lead who understands how IoT devices can reduce environmental impact, for example, is more compelling from a media perspective than a generic message about improving productivity.
Authenticity is crucial, because journalists and audiences alike respond positively to ideas that reflect real-world experiences and firsthand knowledge.
How Performance PR boosts impact
A well-rounded Performance PR approach focuses on using every coverage opportunity to advance brand visibility and reinforce awareness.
A single interview or commentary can unlock new angles for editorial pieces and social media discussions. Each time an executive appears in a respected publication, the business’s reputation is enhanced.
These benefits accumulate when leaders consistently offer timely viewpoints on newsworthy topics.
Over time, this leads to more interview requests, higher quality placements in top-tier publications and steady growth in awareness levels for the business.
Prospective clients, partners and investors begin to see the brand as a key reference point, not just for products but also for strategic thinking and industry insights.
Building momentum and lasting awareness
Consistent exposure can transform an unknown brand into a recognised name, provided leaders keep sharing informed perspectives.
Once executives become trusted commentators, they can remain visible on multiple platforms and use the opportunity this affords to showcase and explain how their organisation’s innovations solve real world problems.
As industries evolve, leaders will need to evolve their roles, understanding and processes to learn and grow in their field.
They might develop new angles as technology develops or respond to emerging issues with fresh insights.
That flexibility helps executives and the brand they represent to stay aligned to changing consumer preferences, regulations and market conditions.
Standing out in a competitive landscape
Executive profiling has a vital role to play for any business that is aiming to elevate its visibility and gain a foothold in a crowded sector.
By pairing real expertise with timely commentary, leaders can help their organisations transcend ordinary marketing chatter, sparking a deeper conversation about what their solutions can achieve.
When integrated into a Performance PR strategy, each piece of thought leadership, interview or event appearance builds on the one before.
This cohesive approach helps make leaders within the business the voices people turn to for guidance, while at the same driving ongoing momentum for the organisation itself.
Want to learn how we can help turn your organisation’s leaders into industry trailblazers? Get in touch.
