How Do You Define a Leadership Brand?

That was the question that Bea Fields, a top leadership coach, asked 14 business leaders. I’m flattered that she included me in that group.

There were a variety of answers, as you might expect. She printed them, including mine, in her post Gaining Loyal Customer By Building a Strong Leadership Brand.

Bea’s Definition

Bea’s summarized own take on the question as follows, “When you build a brand based on true, enduring leadership, each person in the company not only speaks about the brand and the promises you make to your customers in your marketing strategies… each person in your company truly lives those promises every day in both their personal and professional lives…”

What is Your Definition?

Both personal and company branding can be confounding to define. How do you define your leadership brand? Don’t be shy. Please leave a comment below.

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  1. Thanks Jeannette for bringing attention to this topic. We are usually so caught up in building our blogs, brochures and biz cards, and we stop to consider how the leadership culture of the company is being perceived by the world. With our blogging world, and the 24/7 news cycle, if your marketing message and external “branding” do not line up with what is going on inside in respect to the way you think, talk and most importantly WALK, you may find yourself in damage control mode in the future. If an employee notices a weak leadership team or they are not being treated well, they will tell their friends and probably go write about it on their blogs, Facebook and Twitter.

    • Agree with everything you say, Bea. In my post today I highlight the management philosophy of the owners of the New York Giants that resulted in capturing the ultimate prize — the Super Bowl Lombardi trophy. They understand that you pick the right people, stick by them when things are tough and love your fans and players. So should companies.

  2. I think Stephen Covery, author of numerous books including “The 7 Habits of Highly Effective People” summarizes it nicely. My interpretation of his ideas is that a leadership brand would be best described as one in which all its people (both employed and voluntary devotees/followers) all have the brand’s messaging pointing in the same direction, akin to each person having a compass pointing North. When a brand lacks leadership each person has a compass pointing in a direction of their choosing causing the messaging and brand direction to go off course. I tend to use this as a guide for my branding, though similar to Bea, this is not always front of mind with so many tasks jostling for my time.

    As always, Jeannette, a terrific and informative blog post.

    • Thanks Andrew. It is difficult to get everyone to march in step with the drummer. Takes a great leader to have everyone in lockstep with his vision for the company — or country. Witness the U.S. Presidential race in which no one knows which candidate to believe.