While the market faces economic uncertainties, Brazilian entrepreneurs are increasingly investing in a new valuable currency: authority. In recent years, there has been a 30% growth in demand for executive training, focusing on topics such as digital positioning, strategic marketing, and personal branding. The phenomenon has gained even more strength with the popularization of social media as a business channel. Companies led by CEOs active in the media have 40% more chances to attract investors and close big contracts. The trend, which until recently seemed limited to the glass offices of Faria Lima, is now spreading throughout the country and starting to shape the profile of leaders in small and medium-sized enterprises. Behind the scenes of retail, industry, and services, entrepreneurs are learning to sell themselves first, and only then, their solutions. This shift has boosted the corporate education market and transformed personal branding into a new pillar of business growth. The logic is simple: who is seen, is remembered.

At the forefront of this transformation is the market of corporate education, which has adapted to meet a new demand from Brazilian leaders: to master not only management and strategy but also narrative and digital presence. The trend accompanies the increasing value of the CEO figure as the communicator of their own brand. According to an unprecedented survey by Group X, a hub of corporate education, conducted with entrepreneurs from different regions of Brazil, 41.7% seek training with the goal of stimulating innovation and adaptation to the market. In parallel, topics like personal branding, strategic marketing, and digital authority are gaining space among training priorities, with entrepreneurs seeking to position themselves more actively on social platforms and expand their influence beyond the operational limits of the company.

The impact of this movement is already seen in how entrepreneurs position themselves. “Before, the focus was only on operations. Today, entrepreneurs understand that the way they communicate also directly influences the company’s growth”, says Jorge Kotz, CEO of Group X. The growth in demand for training in strategic marketing and personal branding reflects a broader change in the profile of Brazilian entrepreneurs, who now see their own image as a lever for sales, reputation, and access to opportunities previously limited to large brands. In this context, corporate education hubs emerge, like Group X, which has structured specific formations to meet this new demand. Instead of focusing solely on traditional management, the most sought-after programs today combine technical content with positioning and influence strategies, occupying a central place in the growth strategies of small and medium-sized companies across the country.