Branding
guru Scott Bedbury of Nike 'Just Do It'
fame, asserts in the introduction to his
immensely helpful book on branding (A
New Brand World) that 'Companies will
need to become more human and walk more
lightly on the land. In the New Brand
World, there will be fewer hiding places
for companies that disrespect this fundamental
social dynamic... the advent of the Information
Age [means]... everyone is pretty much
buck naked out there.'
What is true for the corporate branding
of global products is equally true for
the 'brand' of your leadership. The capacity
to 'hide' from public exposure of leadership
abuses is thankfully diminishing by the
day. This is so important in relation
to abuses like the shameful violation
of children's trust by leaders in the
church. It is also an essential check
and balance for those of us who lead in
the corporate sphere.
Bedbury goes on to reflect on the difference
between brand 'awareness' (the numbers
of people who know you exist) and brand
'strength' (the response that the brand
creates in customers). He states, 'If
a company lacks soul or heart, if it doesn't
understand the concept of 'brand', or
if it is disconnected from the world around
it, there is little chance that its marketing
will resonate deeply with anyone. It's
a lot like putting lipstick on a pig!'
The mind boggles.
So what is your leadership brand? What
messages does it send out? What emotions
does it engender in the hearts of those
who encounter it? What is its daily legacy
throughout the corridors of your corporate
market place? These indeed are important
questions. Leaders' brand awareness has
to do with workers' knowledge of their
tangible position or role. In this age
of 'zero deference,' respect by proxy
of position is rarely guaranteed. A leader's
brand strength is very different. It has
everything to do with the intangibles
of 'reputation'; the expectations people
have of you when they encounter you and
the mood and emotions created when you
are around.
In an age when many think with their
feelings and listen with their eyes, what
is essential for product brands is equally
needed for leaders' brands. Brands are
sponges for content, for creating images
and feelings. Leaders' brands are the
primary dynamic in creating the emotional
capital required to inspire and motivate
those that we lead.
What is your leadership brand? If you
don't know, ask someone you trust to tell
you the truth.
Buck naked we are, but it doesn't have
to mean shame.
*** Scott Banbury's book
'A New Brand World' is published by Viking.***
Phil Wall
CEO |
