Alec Rickard’s 7 Principles for Consistent Executive Brand Visibility

In a recent LinkedIn post, Alec Rickard discusses the critical challenge faced by many executives and senior leaders: achieving consistent visibility despite possessing expertise, credibility, and a strong track record. Rickard argues that while these leaders often have the foundational elements of a strong personal brand, they frequently lack the strategic approach to gain and maintain consistent attention in the digital space.

According to Rickard, the core issue for many is not a lack of knowledge but a deficit in strategic brand building. He highlights that:

“What they lack is consistent visibility.”

This observation sets the stage for his detailed breakdown of seven key principles that he and his company, WE GROW, employ to build brands that achieve over 100,000 impressions weekly for their clients.

The Foundation of Brand Growth: Rickard’s Seven Principles

Alec Rickard outlines a comprehensive framework for building and sustaining a powerful personal brand, emphasizing that true growth comes from consistent application of specific strategies. He details seven core principles that guide executives toward greater recognition:

1. Consistency

Rickard stresses that strong brands are not built overnight but through repetition. He points out the detrimental effect of sporadic posting, stating:

“Executives who post sporadically stay invisible. Visibility grows when you turn up without gaps.”

This principle underscores the importance of a regular presence to maintain and grow an audience’s attention.

2. Resilience

The initial phase of brand building can be challenging, often characterized by slow growth. Rickard advises that resilience is crucial during this period. He notes that many executives falter because they:

“quit early never find out. Strong brands survive the slow phase.”

This suggests that perseverance through the initial difficulties is a hallmark of successful brand development.

3. Own a Niche

To become truly recognized, Rickard argues for the importance of specialization. He explains that becoming known for one specific area solidifies authority, whereas diluting focus can lead to being overlooked. “Focus separates the recognised from the forgotten,” he writes.

4. Find Your Own Voice

Authenticity is key to building a relatable personal brand. Rickard advises against corporate-sounding jargon, encouraging leaders to use language they would naturally employ. This genuine voice, he suggests, captures attention far more effectively than generic, impersonal content.

5. Conviction

Strong brands, according to Rickard, are built on clear stances and opinions. He believes that attempting to appeal to everyone results in pleasing no one, and that memorable content stems from taking a definitive position. “Saying something worth remembering is the game,” he asserts.

6. Credibility

Rickard cautions against chasing fleeting trends at the expense of established authority. He posits that building trust takes time and depth, and that focusing on novelty can reset progress. “Depth builds trust faster than novelty. Real expertise compounds,” he notes.

7. Simplicity

Finally, Rickard emphasizes the power of simplicity in content creation and brand building. He argues that overly complex systems are difficult to maintain, and that easily repeatable processes are essential for sustained growth. Simple systems, he concludes, are the most effective for long-term success.

The ‘Messy Middle’ of Brand Building

Rickard identifies common pitfalls for executives trying to build their brands, including a lack of time, inadequate systems, and insufficient patience during the slow growth phases. He refers to this challenging period as the “messy middle,” where many executives tend to disappear. By adhering to his seven principles, leaders can navigate this phase more effectively and establish a lasting, visible brand.