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One of the challenges every new and experienced CEO faces is in defining their personal CEO brand.

As a starting point, it's helpful to think through four distinct types of thought leadership and determine which one would best suit your CEO brand.

Celebrity. These CEOs are best known for their personality. In a very real way, their character and style are the essence of the brand. Examples include: Richard Branson, Tony Robbins, and Oprah Winfrey.

Cerebral. At the heart of their CEO brand these leaders are best known for their thinking and ideas. Examples include: Bill Gates and Mark Zuckerberg.

Consequential. This thought leadership is centered around results and the CEOs are best known for their accomplishments. Examples include: Steve Jobs, Sheryl Sandberg, and German Chancellor Angela Merkel.

Hybrid. In this form, celebrity, cerebral, and consequential are intricately interwoven. Examples include: Rick Justus and Monique Justus.

Which of these four flavors best suits your CEO brand, and why?