From Logo to Leader: Why Visibility Matters


Audiences trust people, not faceless brands. A logo can announce a new product or campaign, but a leader can tell the story behind it with authenticity.

When executives share insights, comment on industry news, or celebrate company milestones, they humanise the brand. They show the values behind the business and make the company’s purpose relatable.

Take Nike, for example. A quick look at the top posts from people across the brand shows just how powerful leadership visibility can be. From heartfelt messages about workplace culture to reflections on women’s sports and innovation, Nike’s executives not only promote the brand, they embody it



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Advocacy in Action

Using Visibrain, we looked at conversations around Nike on LinkedIn. In just 30 days, more than 770 employees posted about the brand, from executives to brand ambassadors.Screenshot 2025-10-15 at 09.52.23 - Edited

Among them, several Nike leaders stood out for their high-performing posts. These weren’t corporate press releases but personal, thoughtful reflections:

  • Announcing a major company milestone

  • Sharing lessons learned from years in the business

  • Celebrating teamwork, inclusion, and brand purpose

These posts collectively generated hundreds of reactions and positive engagement — proving that authentic leadership voices drive genuine connection.

Insights That Speak for Themselves

The data backs it up: sentiment around leadership content is overwhelmingly positive.
According to Visibrain’s sentiment analysis, over 75% of reactions were positive, while negative sentiment was nearly non-existent.
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This shows us the positive impact that leadership voices can have on a conversation. On today's LinkedIn landscape with it's unique blend of the personal and professional, these are exactly the kind of brand ambassadors companies need to boost their online reputation. When employees, customers, and partners engage with these posts, they aren’t just liking the message, they’re subconsciously aligning with the brand’s identity and values.

How to Build Your Own Leadership Advocacy Strategy

Strategies like Nike's aren't built overnight. They require planning, listening, and authenticity.
Here’s how to get started:

1. Identify the right voices
Not every executive needs to post weekly. Focus on leaders whose expertise aligns naturally with your brand story (e.g. your CEO, your head of marketing, or even your R&D lead.)

2. Listen before you speak
Social listening tools like Visibrain help identify which topics your audience cares about most. Whether it’s sustainability, innovation, or workplace culture, understanding these conversations ensures your leaders join them meaningfully.

3. Create value, not visibility
Encourage leaders to share stories, not slogans. Real experiences, reflections, and lessons drive far more engagement than product talk.

4. Measure and refine
Use social listening to track engagement and sentiment. Which leaders get the most traction? Which topics resonate best? Data helps fine-tune both content and tone.

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Final Thoughts...

When done right, leadership advocacy transforms executives from internal figures into external influencers. They become thought leaders who build community, not just visibility. The key to sustaining it? Listening. By continuously analysing what audiences respond to, brands can ensure every post adds value.

Your CEO doesn’t need to be a social media star. They just need to be visible, authentic, and informed by what people are already saying. Keep in mind that influence isn’t always about who talks the most, it’s often more about who listens best.