In the digital era, a number of well-known chief executives are breaking free from the conference room to capitalise on social media, seeking to brand themselves, talk to customers and build fan communities to strengthen their businesses.
One advocate of the “CEO branding” approach is Komsan Lee, founder of Flash Group, Thailand’s first unicorn company.
He recently live-streamed for the first time to promote his new company Mad Unicorn and introduce its first product: “Jujub” dried jujube snack.
Mr Komsan said live-streaming brings him closer to his customers.
Another well-known CEO promoting his opinions via both offline and digital channels is CK Cheong, chief executive of Fastwork.co, an online freelance marketplace that recently registered 5 million users.
Mr Cheong is known for delivering messages promoting financial literacy. He collaborates with celebrities from time to time by inviting them to speak on podcasts, then edits clips that often go viral.
His frank speaking style and passionate personality attracts followers, which helps to raise consumer awareness of the Fastwork platform.
THE PASSIONATE CEO
Another business leader active in CEO branding is Peeradon Hemyakorn, the founder and chief executive of iHAVECPU, who is better known to his online fans as phi pao, or elder brother Pao.
Mr Peeradon transformed a 40,000-baht startup into a 3-billion-baht computer retailing empire by live-streaming and relentlessly connecting with his community.
The company sells everything from individual components to custom-built gaming and workstation PCs — both online and through 16 branches nationwide.
Mr Peeradon started the business 12 years ago, inspired by his love for building PCs. He began by importing and selling used computer parts online.
“In the beginning, I worked alone. No physical store, just online sales. The competition was fierce,” he recalled.
“I had to stand out. So instead of posting product photos and specs like everyone else, I went live on Facebook.”
Mr Peeradon started live-selling on Facebook eight years ago, just as social media in Thailand was starting to take off.
“I remember my first live-stream attracted more than 400 viewers. Customers could ask questions, watch me build systems, and see my work up close. Going live brought the CEO closer to users,” he said.
Driven by passion rather than money, Mr Peeradon has continued to live-stream regularly ever since.
“I’ve done more than 900 live sessions as of 2024,” he said.
Though naturally shy, Mr Peeradon said he overcame his nerves with a single bold move — hitting the “Go Live” button.
“I had no script, no creative team — just me being myself. Everything you see is authentic and unscripted,” he said.
His live-streams fall into two categories: PC performance testing and gaming streams, with viewership peaking at 4,000 during product testing, and up to 50,000 during gaming sessions.
“Live-streaming is a give-and-take experience. I share knowledge and keep it fun. That’s the formula,” said Mr Peeradon.
He said CEO branding should begin with dedication and the ability to seamlessly align your vision with a clear purpose. The practice must also incorporate authentic personal branding and the style of knowledgeable influencers for credible reviews.
PERFECT TIMING
Mr Peeradon said his form of CEO branding did not begin as a strategy, but rather a necessity.
“In the last two years, CEO branding has become a trend. But in my case, it wasn’t planned. I was pushed into it by the situation,” he said.
However, Mr Peeradon warned that CEO branding can be a double-edged sword.
“If the brand is tied too closely to the CEO, and that CEO disappears or has some negative issues or sentiments, the brand can vanish too,” he said.
The branding must be built on dedication, purpose and authenticity, supported by a deep knowledge of the business.
“You have to be yourself, be different, and be an expert in your field. When you have passion and knowledge, people respect you — customers and employees alike,” said Mr Peeradon, adding another important factor is consistency.
“To beat me, you’ll have to live-stream six hours a day, know your field inside and out, and show your true personality,” he said.
“A good live-stream isn’t just about talking. Tone, expression, pacing and presence all play a part.”
TRUST OVER PRICING
Mr Peeradon said the power of CEO branding lies in building trust, not a race to offer the lowest price.
“When people trust you, your brand stays top of mind. You don’t need to compete on price. With live-streaming, I create my own blue ocean. I’m not just a CEO — I’m a streamer who sells computers,” he said.
“Fun, informative and entertaining — that’s the vibe. Sometimes I even cosplay to match the character I’m playing. You need to truly understand your audience. I become whatever they need me to be.”
Mr Peeradon opened his first physical store five years ago. Currently iHAVECPU’s revenue is evenly split between online and offline channels.
He said the retail sector remains a brutal red ocean market where price comparison is constant and margins are thin. His strategy continues to be building community through live-streams and social media.
“Every day I ask myself: ‘Did I do well today?’ I once streamed for nine hours — I even had dinner live with more than 1,000 people watching,” said Mr Peeradon.
“In business, there are no permanent allies. If you don’t fight, you die.”
SOLVING PROBLEMS
Mr Cheong told the Bangkok Post when he first started creating content, he never intended to be famous or build a brand.
“I started because I wanted to solve a problem — an urgent one.”
In Thailand, he said the media has always been one-sided and lacking. It tells people to buy real estate even when supply far exceeds demand, pushing young generations into debt at an early age.
“The media promotes mutual funds as a safe and diversified investment without explaining that unless you outperform the S and P 500, you are not really getting ahead. Today most of Thailand knows about the S and P 500 because of me,” said Mr Cheong.
The S and P 500 refers to Standard and Poor’s 500 Composite Stock Price Index, which tracks the share prices of 500 of the largest publicly traded companies in the US.
“I did not start making content to be famous. I did it because I wanted to change Thailand. Without a voice, Thailand cannot change. Change does not come from one man, it takes an army of dreamers who believe Thailand can be better and who can think with the same boldness as Americans,” he said.
“I am not driven by fame, fear or perception. I do not care about looking good, I care about doing good. As long as I know what I am doing is a net positive for society, I can live with a million haters and still sleep well at night.”
BLUE OCEAN
Jirayut “Topp” Srupsrisopa, founder and chief executive of Bitkub Capital Group Holdings, a Thai digital assets and blockchain technology firm, told the Bangkok Post he sees CEO branding through two perspectives.
“From the perspective of Bitkub, I think back to when we started and how the entire landscape was different. Most startups were born into a red ocean, fighting ferociously over the same territory, trying to differentiate themselves just to survive,” he said.
Bitkub started in a blue ocean, which means a new market that nobody knew, trusted or understood.
Being in that position was like being in a small, calm blue bay surrounded by a massive, stormy red ocean, said Mr Jirayut.
However, if Bitkub did not branch out from the bay, it risked being swallowed up by the waves, he said.
One of the most critical strategies to grow the company’s blue ocean was branding, said Mr Jirayut.
“I don’t separate personal branding from branding because, for me, they aren’t separate. The brand of the person and the organisation are two sides of the same coin. Everything we communicate, whether as Topp Jirayut or as Bitkub, reflects our core identity, our goals, and our ‘why’,” he said.
Mr Jirayut said this identity is critical because it’s the one asset nobody can copy.
“This is the essence of a blue ocean strategy and the reason people choose your product over countless similar options. This is why they forgive you when mistakes are made — why they remain loyal,” he said.
“When you clearly communicate your identity, people who share your beliefs will join your mission. That is the foundation of a truly resilient organisation.”
The other perspective pertains to his personal role. When he founded Bitkub, Mr Jirayut said Thailand had almost no knowledge of cryptocurrency.
“I saw this as a massive opportunity cost for the country, one that was increasing every day,” he said.
“This wasn’t something I could afford to ignore. Educating society about this new financial world became my mission.”
At that time social media was the most powerful tool available to communicate this mission quickly to Thais, and his image became inseparable from Bitcoin.
“But looking deeper, I never set out to build a personal brand. My focus was always on the mission,” said Mr Jirayut.
“If you have a clear objective and dedicate yourself completely to it, you will naturally become the embodiment of that mission without ever having to fake it.”
He said branding isn’t about superficial appearances — it’s communicating your identity and mission.
“The goals I anticipated from building the brand were to create greater stability and security for the organisation, and pushing Thailand to understand the financial system of the future, helping us keep pace with the rest of the world. These were the foundational targets,” said Mr Jirayut.
LONGEVITY HUB
He said he never takes for granted the privilege of using his brand to drive other issues that are meaningful to society.
“A key example is health. I only began to take my own health and wellness seriously about a year ago,” said Mr Jirayut.
As he shared his journey and what he was learning on social media, people in his network and many new followers started telling him his posts inspired them to focus on their own health and start exercising.
After researching Thai healthcare, Mr Jirayut said the country is facing a major health crisis that will create a domino effect, impacting everything from its demographic structure and national productivity to its ability to compete on the global stage.
“I believe we can turn this crisis into a massive opportunity. We can transform the aged society problem into a new S-curve for our country,” he said.
“My next goal is to build Thailand into a global longevity hub. This is the next great mission, and I intend to use my brand as a tool to make it happen.”
STRATEGIC ASSET
Pawat Ruangdejworachai, president and chief executive of Media Intelligence Group, said in many organisations CEO branding is much more than just a personal image — it is a strategic asset that reflects the organisation’s leadership, credibility and unique market position.
“Over time, it cultivates a strong fanbase and positions the CEO — and by extension, the company — as a trusted authority,” he said.
A professional, owner of a company or a startup can adopt the CEO branding approach, but it requires them to develop their own unique style, said Mr Pawat.