Leaders’ personal brands are being treated as a strategic asset in response to four key business needs:
1. Trust in the age of risk.
2. Engagement through change and uncertainty.
3. Leadership readiness to perform.
4. Demonstrating strategic differentiation in the market.
How well do your team members articulate their APPROACH to the work they do? Have they defined, as a team, HOW they do things, and why this makes a difference for clients, stakeholders, or the rest of the organisation? This creates VALUE.
My recent Leaders Roundtable discussion in Sydney was an opportunity to share some of the trends I’m seeing in how large organisations are changing their approach reputation management, brand visibility and value-building.
In 2024, our clients in professional services, resources and infrastructure took a much more strategic approach to team and leadership branding for the people who engage with stakeholders to drive outcomes for the business – and enquiries for 2025 indicate this focus will increase.
Here’s my challenge to you as a leader:
1. What’s your organisation’s special sauce?
2. Who in your organisation would describe it the same way you do?
If the answer to the second question isn’t everyone, then it’s time to dig deeper.
It’s likely that for your mission-critical team to succeed, they need to be SEEN. Here’s how to assess if your team is seen by internal and external stakeholders (and in the right way!).
Your refreshed culture is not a parade.
It isn’t built by overlaying shiny new messaging over BAU.
To scale a culture, you need an organised, all-in approach.
When it comes to your personal brand, the plan works if you work it. It doesn’t have to be complicated, but it does take consistent and continual effort to grow your brand by following a communication plan.
Having just completed a sprint of brand strategy sessions to clarify positioning and value messaging, front-of-mind at the moment is the importance of narrowing your message to a specific audience. Here’s how to use a Value Proposition Chart to FOCUS on WHO you are talking to.
Now that you understand the importance of a strong brand-culture connection as the foundation for your organisational strategy, business plans and people growth, how do you know if you have a strong brand-culture connection? Here’s how to assess your strengths and gaps.