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People don’t just buy products anymore, they buy the vibe, the story, and the face behind them

Careso proves it with a visionary (and handsome) founder; he’s become the brand’s living image. But do all brands really need a CEO in the spotlight?

Author

Jelita Hayati
September 24, 2025

Hey Growth Getter!

A CEO’s personal brand can act as a trust anchor, a differentiator, and an emotional bridge between consumers and the company. Data shows that when CEOs actively build their personal brands, it can drive engagement, loyalty, and even sales. But this strategy comes with both opportunities and risks, especially if the CEO’s personal image starts to overshadow the brand itself.

Research & Insights

  • Engagement Impact: CEO content often drives significantly higher engagement. LinkedIn reports that executive content gets 2x the engagement of corporate brand content.

  • Consumer Trust: 82% of individuals say they are more likely to trust a company when senior executives are active on social media. (Mandala System, 2024)

  • Purchase Decisions: 65% of consumers say a brand’s CEO and employees influence their decision to buy.

  • Authenticity Wins: A case study on Vivy Yusof (Malaysia, 2021) found that CEO posts about personal identity, values, and daily life received the highest engagement, while purely promotional content performed the worst.

  • Trust Dynamics: Research across the U.S. and Japan shows CEO influence builds brand trust mostly indirectly, not just by visibility, but by aligning with symbolic (e.g., identity, luxury) and environmental (e.g., sustainability) values that consumers care about

Case Study: Founder Careso

Founder Careso, Joseph & Gio shared the inspiration behind each perfume directly from their own perspectives, making every fragrance feel personal. Both founders positioned themselves as living examples of the Careso vibe: stylish, confident, and aspirational. Instead of hiding behind the corporate account, they used their own platforms (Instagram, TikTok) to showcase Careso, mixing product content with real-life moments. Their looks and charisma became part of the brand’s appeal. The handsome presence of Joseph & Gio reinforced the brand’s elegance and desirability. By engaging directly with followers, replying to comments, and showing vulnerability, they built trust that goes beyond the bottle.

What we can learn from Careso’s founder?

  1. Storytelling First: Each perfume is tied to a narrative, told directly by the founder, and creates an emotional hook.

  2. Authenticity as Differentiator: Beyond product promotion, the founder shares lifestyle moments that align with Careso’s ethos of elegance, naturalness, and intimacy.

  3. Business Outcomes: Followers feel like they know the creator, not just the scent, leading to higher engagement, stronger loyalty, and consumer advocacy.

Key Campaign Takeaways

  • Humanize the Brand: People connect with people, not just logos.

  • Stay Consistent: The CEO’s personal narrative must align with the brand’s positioning.

  • Use Personal Platforms: Personal social media often amplifies brand reach more effectively than corporate accounts.

  • Balance the Spotlight: Build the brand alongside the CEO, don’t make the company entirely dependent on one personality.

So, does every brand need a CEO's personal brand?

Not necessarily. For legacy companies, the brand may stand on its own. But for challenger brands like Careso, CEO visibility, supported by charisma and authentic storytelling, can accelerate trust and growth.

That’s it for this week.

Remember, in branding it’s not about the product, but also the people (and sometimes the good-looking faces) behind it. See you next week!

Monica & Co Business Advisory Team

P.S.

New here? and thinking of making your CEO the face of your brand? start with insights and strategy. Explore Monica & Co. services to see how we can help you!