The leadership challenge of building a relevant organisational, team and personal brand that is congruent internally and externally and meets the changing needs of stakeholders.
What people think of you, your organisation and your product matters.
An organisation’s brand brings significant value to intangible assets on the balance sheet. They are an expression of the good will of the customer and consumer base.
Brands must stay relevant to maintain that goodwill, but what is relevant for businesses is changing fast. Customers want brands to be far more than the product or service. They want them to be an experience, as well as socially, morally, and ethically responsible to humans, animals, and the planet.
Failure to deliver on a brand promise either in the form of the product, the ethical environmental sustainability, the fairness of pay and working conditions or digital security can seriously damage the value of business, customer loyalty, and result in executives losing their jobs and even the whole business folding.
Employees are also consumers; vendors are also clients. The wall between internal and external brand has been knocked down. Failure to fulfil brand promises internally or externally are no longer accepted. Congruence between the internal and external brand
Technology and social media has enabled communication to millions of other employees or consumers within seconds. That rapid, at scale communication can build a brand and destroy it at the click of a button.
Expectations of companies and their brand promises are rising. With that comes opportunities. An opportunity to stand for something and own the agenda of solving societal issues competently and ethically as described in the Edelman Trust Barometer.
Leaders must align on what the business promises are. To do this they need to:
- Understand the human needs of the employee market and the commercial market.
- Hold each other and themselves to account to the standards and ethics contained in such promises.
- Work tirelessly in the execution of these promises as part of their personal brand.
In doing so they can build a personal and business brand that has the sustainable advantage over its competitors.