Create a Powerful Leadership Brand

By Patricia Wheeler and Simon Vetter

What’s your leadership brand? Think you don’t have one? Guess again!

The term leadership brand is based on two important disciplines: branding and leadership.

First, let’s define branding. Simply put, branding is the perception that people have of a product, service, company or person. A brand stands for something; it is associated with an idea, an emotion, a standard of quality or a unique concept.

We think of brands as mostly related to products and organizations….for example, Heinz 57; Exxon; Lexus. Think of brands that have powerful positive connotations for you. What characteristics do you perceive? What emotions does the brand evoke?

In business, companies put tremendous efforts into building their brand because strong branding results in premium price, higher credibility, better reputation, and ultimately, higher revenue.

The same concept applies to people. At this point, those most focused on building their brand tend to be service professionals and entrepreneurs who must differentiate themselves in a crowded marketplace.

The crucial question in personal branding is: What are you known for?

Leaders inside organizations increasingly recognize the importance of consciously developing their own personal brand, apart from the brand of their company. Why should corporate executives be aware of and develop their personal brand? The reasons are similar to those involved in corporate or product branding. When individuals have a credible reputation, this equals a strong personal brand, which in turn leads to higher earning power, better chances for promotion, and more interesting opportunities. In summary, they are more in demand and get more of what they want.

Now, let’s consider leadership and its relationship to branding. The essence of leadership is contained in the following question: Do people want to follow you? We’ve all known executives who had “position power” but failed to connect with and inspire those they led.

So how do we combine leadership and branding? Ask yourself the following questions: What aspects of leadership do you want to be known for? In other words, what feelings do you evoke in people so they positively talk about you, refer you, promote you, and want to do business with you?

Let’s take the case of Peter, a highly talented executive director of a Fortune 500 company. Although he was an intelligent, ambitious, no-nonsense manager, Peter was twice turned down for promotion to vice president. He was incredulous when others moved up and he didn’t. His boss, sensing Peter’s frustration, recommended he consult with a coach.

Peter was originally skeptical when we encouraged him to reflect on his leadership brand and how he is perceived. He really pushed back, asserting that personal branding is insubstantial, that it pertained more to the sizzle than the steak. “Why should I spend my time on soft stuff like politics? What I’m known for is results, and that’s what really matters.” He strongly believed that his performance and numbers should speak for themselves, and that leaders shouldn’t have to “blow their own horn.”

When we conducted a 360° feedback survey with Peter’s co-workers, we uncovered some crucial information about how he was perceived by others. He was, indeed, acknowledged for his drive, creative problem solving, critical thinking, financial acumen and industry knowledge. In addition, he was also perceived by bosses and peers as abrupt, disrespectful and dismissive of others people’s ideas. For example, when one of his peers expressed an idea in a meeting, Peter cut her off, quickly telling her why that idea wouldn’t work. By doing so, Peter discredited his colleague – not just her idea – and conveyed the message “I am smarter than you; your ideas don’t matter, mine do.”

Although Peter was efficient, smart and engaging, he sometimes came across as boastful, impolite, dismissive and disrespectful. This, in essence, was his leadership brand. There was a strong discrepancy between Pete’rs intentions and the message his actions carried. Even though he had the best interests of his company in mind, Peter wasn’t aware of the impact he had on others. This is called a blind spot, when others see something in us that we don’t.

Continued in next column >