While the market faces economic uncertainties, Brazilian entrepreneurs are increasingly investing in a new currency of value: 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 gained even more strength with the popularization of social media as a business channel. Companies led by CEOs active in media have 40% higher chances of attracting investors and closing big contracts. The trend, which until recently seemed restricted to the glass offices of Faria Lima, is now spreading throughout the country and beginning to shape the profile of small and medium-sized business leaders. 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 turned personal branding into a new pillar of business growth. The logic is simple: those who are seen, are remembered.
At the forefront of this transformation is the business education market, which has adapted to meet a new demand from Brazilian leaders: mastering not only management and strategy but also narrative and digital presence. The trend follows the growing appreciation of the CEO figure as a communicator of their own brand. According to unpublished research by Group X, a business education hub, conducted with entrepreneurs from different regions of Brazil,41.7% seek training with the goal of stimulating innovation and market adaptation. 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 media 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 solely on operations. Today, entrepreneurs understand that how they communicate also directly influences company 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 reserved for big brands. In this context, business education hubs emerge, such as Group X, which has structured specific training programs 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 role in the growth strategies of small and medium-sized businesses across the country.
