Why a CEO Should Never Cross Their Arms: The Ideal Executive Portrait for Corporate Branding [AdverTimes]
This column is a full English translation of the article contributed to AdverTimes on January 8th, 2020.
Take a moment and picture the CEO portrait on your company’s website. Is the CEO standing with their arms crossed?
In fact, crossed arms in a corporate portrait are a major faux pas. It's one of the most common gestures that subtly communicates a negative impression to the viewer.
When you look at the portraits of top executives around the world, you'll notice one thing: they all feature natural, confident smiles. This is a key difference between international companies and their Japanese counterparts. A smile is a symbol of confidence and ease, and it consistently leaves a positive impression on the viewer.
Allow me to introduce myself. My name is Niena Etsuko Hino, CEO of Real Cosmopolitan Inc., based in New York and Tokyo, where I provide comprehensive global branding services for corporations and top executives. In this series, I will use real-world examples to explore the nuances of global corporate branding and the critical role executive presence plays in that process.
Do Japanese Charges Think They’re Global?
How many years have we been talking about globalization? And yet, how much progress has Japan truly made in becoming global? Every time I visit Japan on my quarterly business trips, I find myself reflecting on this question, and it hasn't changed—despite the arrival of 2020, which once seemed a distant future but is now very much here.
An article I read about 15 years ago left a lasting impression on me. It pointed out a significant flaw in Japan’s approach to globalization:
“Japan believes it’s already global, while other Asian countries do not. Because these countries are striving to become more global, they are constantly improving. Japan, on the other hand, believes it has already achieved globalization, and thus, takes no further action. In time, Japan will be surpassed on the global stage.”
This sentiment perfectly captures the current reality we face. And that’s precisely why I felt compelled to start this series—to address the key aspects of branding that Japanese companies must prioritize when expanding their businesses globally. It also underscores the importance of how top executives communicate their presence and the critical role that executive portraits play in that messaging.
In this first installment, I’ll discuss one of the most vital tools in corporate branding: the executive headshot or portrait, which conveys the company’s image and the executive’s presence in an instant.
Clothing, Expression, and Posture Define the Portrait
Having directed numerous corporate portrait sessions, I’ve identified the essential elements that make a portrait effective on the global stage.
The portrait must clearly and positively communicate both the company’s brand and the CEO’s unique qualities to the viewer, leaving no room for misinterpretation. In today’s information-saturated world, corporate details can be discovered from anywhere in the world. Once a portrait is published, even if intended for a domestic audience, it becomes searchable on a global scale. The impression it leaves will spread as it reaches more viewers.
A well-crafted portrait serves as a powerful tool to build trust and strengthen a company’s reputation, while a poorly executed one can do the opposite—instilling distrust and losing opportunities before face-to-face interaction even occurs. Visual information is far more immediate and memorable than written text.
So, what makes a good CEO portrait in a global society? Although branding strategies vary depending on the company, industry, and target market, certain elements are universal: cleanliness, clarity, and trustworthiness. These are conveyed through clothing, facial expressions, and posture.
Let me share some of the key points I use when evaluating or directing executive portraits, so you can apply them to your own practice.
How Recent is Your Executive Portrait?
How often does your company update its CEO portrait?
An executive portrait is a critical branding tool that conveys the face and presence of the company in an instant, guiding the viewer’s instinctive judgment. The choice of portrait reveals the company’s mindset, culture, and philosophy. Even a great portrait should be updated every three years. A company’s growth is reflected in the growth of its CEO, and their portrait must capture the strength and energy they’ve gained over time. An outdated photo will fail to convey that evolution.
Consider what message you want to communicate through the portrait. What is the specific impression you want to leave? While trustworthiness is a common goal, the real question is: what kind of trust do you want to build? Be specific. This clarity will elevate the quality of the final portrait and will be reflected in the CEO’s expression. When an executive has a clear sense of purpose, their energy and presence increase, and this naturally shines through in their expression and posture.
The focus should not be on looking fashionable, but on ensuring the portrait aligns with the CEO’s role, the company’s brand, and the intended message. When selecting attire, it’s important to keep the look clean, plain, and simple. “If it’s a ‘nice-to-have,’ then it’s probably unnecessary.”
Keep in mind that the portrait will be viewed by a broad audience, so the clothing should strike a balance between the company’s personality and the CEO’s personal style. Additionally, avoid any obvious brand logos—such details can detract from the corporate message and be seen as a strategic failure in branding.
Here’s a checklist to help guide your next executive portrait session:
◾️Checklist for Executive Portraits:
High-quality clothing appropriate for the position
Proper fit and silhouette
No visible brand logos
Balanced proportions between face and collar
Appropriate tie selection and knot size (for men)
Appropriate jewelry size and style (for women)
Neutral tones such as navy or charcoal gray for suits (men)
A broader range of neutral tones for women, including black, beige, and ivory
Shirts: white or light blue (for men), or softer tones like ivory, light beige, or pink (for women)
Solid patterns for shirts and ties; avoid large prints
Shoes: polished and well-maintained
No unnecessary accessories such as pocket squares
Healthy, Energetic Skin Tone
Regardless of age or skin color, a healthy appearance leaves an impression of energy and vitality. The ideal is a complexion that looks fresh and bright. Ensure there’s no unevenness in skin tone, and avoid excessive shine. A portrait that requires minimal post-production retouching will result in a more authentic and polished final image. A fresh haircut a week before the shoot is also recommended.
In summary, keep the following in mind:
Smooth out skin tone and avoid shine
Ensure lips are moisturized
Keep hair naturally styled and free of flyaways
Get a haircut about a week before the shoot
Finally, there are key points to check right before and during the photoshoot.
◾️Checklist:
Adjust the balance of the V-zone (the area of the shirt and tie visible under the jacket)
Ensure the jacket collar and dress shirt collar are properly aligned
Check that the dress shirt collar tips are positioned correctly at the gorge line (where the jacket’s lapel and collar meet)
Ensure the correct amount of dress shirt sleeve is visible from the jacket sleeves
Check for any wrinkles
Remove any small lint or debris
Ensure the jacket’s chest area is smooth and not bulging
Make sure shoelaces are neatly tied
Empty all items from the jacket pockets
Clean the lenses of any glasses (blue-light filtering lenses are not ideal for photoshoots)
Remove any company badges (it's fine to even remove company pins)
Know Your Best Smile
In most executive portraits, only the upper body is shown, so it’s best to let your arms fall naturally at your sides. Avoid bending them, as this can cause creases in the suit.
As mentioned earlier, crossed arms are a no-go for executive portraits. If, however, this pose is essential for your company’s branding or aligns with the CEO’s personal presence, make sure the rest of the image compensates by conveying enough positive energy to counterbalance the negative connotations of crossed arms.
In Japan, it’s long been considered improper to smile in ID photos. This has resulted in many executives feeling uncomfortable or unnatural when asked to smile for the camera. But look at top executives worldwide, and you’ll see natural, confident smiles. This expression conveys self-assurance and leaves a positive impression on viewers.
During an interview with a CEO in New York, I was once told, “The Japanese are incredibly polite and competent, but if I had to give one piece of advice, it would be: smile more.” Many Japanese executives struggle to smile naturally, especially in professional settings. It’s worth practicing and discovering your best smile—one that feels authentic and confident.
An executive portrait isn’t about looking cool or glamorous. Instead, it’s about presenting yourself in the most appropriate, impactful way on the world stage. Consider what you need to improve, analyze your current portrait, and take steps to ensure that it reflects the best version of your company and its leadership.
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