Executive brand building

Execu-se me?

Building an executive brand, or CEO branding, is a non-negotiable for startup and scale-up founders.

People buy from people they trust. That's why, as an executive, you are your brand’s biggest asset. Building your story and gaining trust therefore is paramount in building your company’s public reputation and establishing yourself as a thought leader in your industry.

At Black & White Communications this is our expertise. We’ve built personal brands for numerous influential tech entrepreneurs in Europe. At the same time, we’ve trained these leaders to become media pros through drilling techniques and coaching to continuously polish their skills.

Why are we good at what we do?

It’s simple: we don’t bullshit. We’re not here to kiss your arse, we’re here to make you better.

From our years of experience in branding startup founders we have developed an approach that works and positions you publicly as a trustworthy face of your company.

But, that doesn't mean we apply one size fits nobody tactics. Instead, we tailor our strategies to your personality, your vision and your goals and make sure that you are on the right stages, telling the right story.


Ali Niknam, serial entrepreneur and founder & CEO bunq

Yorick Naeff, CEO BUX

René Janssen, founder Lepaya


1 Strategy formulation
2 Ghostwriting & Speechwriting
3 Media training & Coaching
Strategy formulation

Strategy formulation

We will, together with you, determine who you are and what you stand for. 

By creating a tailored founder profile, we will define your personal story, talking points and take on the industry.

In true startup fashion we will also make our collaboration tangible. Throughout the strategy phase we will formulate clear goals, tactics and a target list.

Ghostwriting & Speechwriting

Ghostwriting & Speechwriting

We will write opinion pieces, speeches, social media posts and various other forms of communication on your behalf.

All created content will reflect your personality and will be in line with the strategy that was especially created for you.

Media training & Coaching

Media training & Coaching

We will teach you how to deal with journalists and how to stay in control of any interview or appearance you attend.

We will dive into tactics and techniques to maintain your key messaging during an interview, do's and don'ts, and most importantly; we teach you the art of dealing with difficult questions.

Media training is not a one-size-fits-all approach. There are techniques you can use but it is most important that you come across naturally. That's why we will make sure you will develop your own way that works for you. 

But it doesn't stop at just one quick training. Additionally, we will help you prep for interviews and analyse your appearances to make sure you keep on improving.


Starter package

  • A tailor-made package for to start building your own personal brand 
  • Personal brand creation: finding your executive story, tone of voice and and core message
  • Market research on your industry, competitors and how you fit in the narrative 
  • Strategy creation for the distribution of your brand; goals, tactics and target list
  • A general introduction to media training
  • One-off project fee

All-in package

  • An all-in and ongoing package  that helps you set up your brand, distribute and polish it
  • A full personal brand setup including everything mentioned in the setup package
  • Ongoing media prep, coaching and evaluation
  • Ongoing ghostwriting (op-eds, social media) and planning based on clear goals, tactics & planning
  • Ongoing interview pitches with target media and management
  • Ongoing event pitching and management
  • Monthly retainer

On-demand consultancy

  • Ask us anything executive profiling related
  • Advice and sanity checks on CEO branding strategies, tactics and content
  • Ad hoc media training, interview prep, coaching or feedback 
  • Hourly fee