Your brand is a perceived image of what you, the CFO, provide in added value to your company. It's what enables you to charge more for your brand than what unbranded CFOs command. Once, when almost all CFOs were the Classic CFO—the steward of a company's financial history—your brand wasn't as important to your career and to your company's growth. In today's market, it's essential for your career and company's growth to strategically determine and promote your optimal branding profile:
Are you the Classic CFO, the steward of the company's financial history, internally and historically focused?...or the Strategic CFO, working with recent data from multiple ERP systems, KPIs, coordinating finance across departments?...or tomorrow's CFO today—the CFO as Partner to the CEO, operating with real time end-to-end information from the latest digital transformations to suggest pivots and other changes NOW to enhance your company's performance by reacting NOW to changing factors?
Is your CFO role and branding aligned with your company's culture/mindset, including the CEO's and Board's expectations and goals?
Is your CFO role and branding aligned with the economic environment your company is likely to face tomorrow?
How do you change your brand to influence these key stakeholders and assist your company in capturing the highest ROI, including the new ROIs from The Business Roundtable's recent statement that corporations now exist to serve both their shareholders AND also ALL STAKEHOLDERS, including customers, employees, suppliers, communities, and the environment?