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Discover Your CEO Brand: Secrets to Embracing and Maximizing Your Unique Value as a Leader [Kindle Edition]

Suzanne Bates
4.5 out of 5 stars  See all reviews (13 customer reviews)

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Book Description

Ride your personal brand to the highest level in your field!

”A combination of inspiration and utility. . . . A must-read for leaders, entrepreneurs, or anyone who wants to harness the power of their own personal brand.”
—DONNY DEUTSCH, television host and Chairman, Deutsch Inc.

Discover Your CEO Brand is an exploration into the art and science, heart and soul, and woof and warp of leadership. The examples are compelling, the reasoning impeccable, and the motivation irresistible.”
—ALAN WEISS, Ph.D., author of Million Dollar Consulting and The Consulting Bible

“I believe strongly that you cannot become a leader in an organization that operates in contrast to your personal values. With the advice provided in Suzanne’s book, I am confident readers will find the match that works best for them.”
—JONATHAN RECKFORD, CEO, Habitat for Humanity International

“Whether you are already a famous CEO with a well-established brand or just starting to craft that brand and its impact, this book is an excellent resource and guide. Suzanne Bates motivates all CEOs to develop their personal brand and clearly shows how to do it.”
—MARSHA FIRESTONE, Ph.D., founder and President, Women Presidents’ Organization

Discover Your CEO Brand is a terrific read that sets out a powerful and compelling roadmap for becoming an effective leader. Filled with engaging examples, it is the quintessential guide to building your personal brand.”
—ANDREW SOBEL, author of All for One and Clients for Life

About the Book

Steve Jobs did it at Apple. Indra Nooyi did it at Pepsi. Alan Mulally did it at Ford Motor Company.

What did these business leaders do exactly? They brought very real, positive change to their organizations by using their unique CEO brand. Now, executive coach Suzanne Bates explains how you can exert the same kind of influence at your company.

Discover Your CEO Brand provides the insight, knowledge, and tools you need to discover your own personal CEO style and then develop it into a powerful presence that extends beyond your typical spheres of influence. Bates walks you through the process step by step, teaching you ways to increase your visibility and influence by combining traditional self-branding vehicles like PR and face-to-face networking with new social-media platforms, including Facebook, Twitter, and blogs.

No two sets of values, principles, vision, and skills—the foundation of every successful CEO brand—are alike. Whether you’re a CEO, team leader, or entrepreneur, you need to discover who you are as a leader, what you believe, and how that defines you. It’s not as apparent as you may think. Applying her years of expertise, Bates takes you deep below the surface to find the powerful leadership brand inside you, so you can:

  • Connect with key audiences
  • Elevate your leader profile
  • Attract and retain the best talent
  • Create business opportunities
  • Shape a high-performance culture
  • Drive long-term value within your company

It’s not about crafting a leadership style out of thin air in order to influence people and “get ahead.” It’s about discovering your own personal leadership style. It’s about connecting with others authentically. It’s about instituting change that benefits the company and the people in it.

You’re about to head down a road to dramatically improving your organization, your career, and your life. Take your first steps with Suzanne Bates and the proven methods she outlines in Discover Your CEO Brand.

Editorial Reviews

About the Author

Suzanne Bates is an executive coach, speaker, entrepreneur, and former award-winning television news anchor. President and CEO of Bates Communications, she helps leaders get business results through better communication. Bates is the author of Speak Like a CEO and Motivate Like a CEO. Learn more about the author at

Product Details

  • File Size: 482 KB
  • Print Length: 256 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill; 1 edition (September 16, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B005MPKE1I
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #757,629 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars Great Read for Anyone Looking to Stand Out September 22, 2011
As with any brand we cherish, it's often more than the product itself that appeals to us. The brand's story - it's values and principles, how it makes us feel, how it inspires us and why it matters to us - is what we are really buying. In the same way, the values and principles in each of us are what appeals to others. Great leaders leverage the best of themselves in ways that compels others to follow. Like a great product, they are selling a brand that motivates action and innovation.

Suzanne Bates, in Your CEO Brand: The Story of You, brilliantly captures this insight. As an Executive Communications Coach, I continue to encourage leaders to capture and tell stories about their own experiences in all their communications. This book reinforces that notion and simplifies the method for success that anyone can use. Suzanne's examples and stories of leaders who have applied these techniques are undoubtedly great role models. I'd count Suzanne among them for her ability to teach others how to create a successful brand. It's a great read for anyone looking to stand out amongst a crowd.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Invaluable resource for today's business leader September 15, 2011
As an executive speechwriter for the past 20 years, I've worked with leaders of many organizations. Those who are the most successful are able to communicate their message clearly and powerfully because they understand who they are and how they can use their personal experiences to let others see the kind of leader they really are.

Speechwriting is about story-telling and Suzanne Bates offers ways that readers, managers and C-level executives can find their own stories and harness the power of that narrative to get promoted, lead their company or make an impact in their field.

The book's chapter summaries allow readers to easily reference important points. Bates' examples, and her interviews of CEO's who have built their brand, are both instructive and entertaining. I would recommend this book highly to anyone looking to raise their professional game.
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3 of 4 people found the following review helpful
5.0 out of 5 stars A great mix of inspirational ideas and practical tools October 11, 2011
Suzanne's new book is, like her previous books, a great mix of inspirational and engaging examples and insights together with practical tools that you can use straight away. I work on strategy with CEO's and business leaders and have previously shared with them Suzanne's secrets of effective speaking and motivation with my clients. They love the fact that Suzanne's books give them ideas they can work on immediately. Discover Your CEO Brand will help my clients to better understand themselves, to better communicate what's important and to better build stronger, more successful teams and organizations.
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2 of 3 people found the following review helpful
4.0 out of 5 stars Leader Brand - CEO Brand - The same September 27, 2011
Suzanne Bates is a best selling author of Speak Like a CEO so must spend a lot of time studying CEOs.

I was surprised there was a big enough market for CEO Branding but it really is about leadership branding in general so the potential audience is much larger.

"Your Brand is in essence your reputation. It is not who you are, it is what others believe you are".

The book cites many examples of great CEO Brands. Using real life examples helps with the impact.

It has a number of exercises to help discover your brand.

It also has a number of possible brands you can add to your list. The one I loved and can identify with and think all CEOs need on their list is Healthy Leader Brand. She is referring to physical health so eating right and exercise although she also has one for emotional health too.

There is a chapter on Social Media and Brand. It does tackle the tough question any leader needs to ask - value vs time trade off. It could have touched more on efficiency (how to get the value without the time) but that is not the purpose of the chapter.

The book is scattered throughout with great business quotes which of course I love. One of them - Jeff Bezos - founder of Amazon:

"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well"

Great book. I liked it and have been a CEO for 30 years. I learned and was inspired.
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1.0 out of 5 stars All sizzle but no steak November 11, 2013
Format:Hardcover|Verified Purchase
This book represents what's wrong with publishing--and perhaps even America--today. Bates, a former local TV news personality with little or no real business experience, tells readers how to build their "CEO brand." One of her main bits of advice--tell your story. Really? No, definitely not. The typical small businessperson or entrepreneur can't tell "his (or her) story" in order to build a business. In fact, if the average person did as Bates suggests, he wouldn't attract business and might even get laughed at. There are too many folks like Bates out there--all sizzle but no steak. As for the folks who bought this book and gave it rave reviews, they are either the author's friends, motivational speakers as she is, or incredibly gullible.
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Format:Hardcover|Verified Purchase
The sub-title itself, Embracing and Maximizing Your Unique Value As A Leader, jumped right out at me. I don't currently have a CEO role, but, aspire to someday run a company. This book added quite a few great gems to becoming a better leader. Suzanne Bates has taken the step-by-step approach and provided a road map to this brand identification, development and use. One of the best chapters is Your CEO brand - The Story of You!! Well worth buying if you are in any type of leadership role.
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Most Recent Customer Reviews
5.0 out of 5 stars Compelling Leadership Stories
I really liked Discover Your CEO Brand because of its engaging stories about real leaders and its clear roadmap for building your personal brand. Read more
Published on January 27, 2012 by Andrew Sobel
5.0 out of 5 stars Branding your company begins with branding you
Suzanne Bates' latest book, "Discover Your CEO Brand," is a powerful and pragmatic resource that is full of actionable steps to immediately clarify, enhance and accelerate your... Read more
Published on October 13, 2011 by Philip Symchych
5.0 out of 5 stars Amplify Your Company Value!
Creating a CEO brand isn't easy, as Suzanne Bates tells us in this, her 3rd book. That's because it's not just about having a little charisma or talent, it's instead about... Read more
Published on October 11, 2011 by Ken Lizotte
5.0 out of 5 stars Building blocks for your brand
In Discover Your CEO Brand, Suzanne Bates understands that as a leader today it's more important than ever to define your brand - and to do so by being your authentic self. Read more
Published on October 11, 2011 by Jenna Dudevoir
5.0 out of 5 stars This book is a must read!
I love Suzanne's books! Each is packed with her insights, best practices of her proven track record of success and practical ideas that are easily understood and help create an... Read more
Published on October 8, 2011 by Chad Barr
5.0 out of 5 stars The impact of a leader's brand on organizational success
Whether you are a business leader now, or aspire to be one, your time reading Bates' new book will be well spent. Read more
Published on October 6, 2011 by Susan O'Neil
5.0 out of 5 stars Wonderful Insightful Book
I've known Suzanne personally and professionally for many years and am a great fan of her work. Not only does Suzanne bring insight and understanding to every topic she tackles,... Read more
Published on October 4, 2011 by Karen Friedman
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More About the Author

From the author: My background before writing business books and launching Bates Communications was in television news -- I was a TV anchor and reporter for 20 years. That was a terrific experience that helped me understand how to prepare my executive and professional clients for the spotlight. Personally, I am fortunate to live in a beautiful New England town, just outside of Boston. My office is just a few minutes from home. In the summer, I can walk to work! I grew up in the Midwest, and still feel at home there.

Suzanne Bates is an executive coach, author, keynote speaker, former award-winning television news anchor, and CEO of Bates Communications, Inc. Today, Bates Communications has a team of seasoned consultants who improve their clients' businesses by transforming leaders into powerful communicators who get business results. Bates Communications offers strategic communications consulting, executive coaching, workshops, executive presence seminars and boot camps. Clients include Dow Chemical, Fidelity, Mellon/Bank of NY, John Hancock, VF Outdoor, Cabot Corp., Sun Life, EMC, Blue Cross Blue Shield, The North Face, and Stop and Shop.

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