Branded leadership
What are your thoughts on branded leadership?
When identifying internal branding best practices, my firm cannot stress enough the importance of getting the leader out of the executive office. The leader must walk the halls and work at being accessible. Small group meetings are often more effective than Town Halls, allowing one-on-one engagement and more authentic understanding of the brand. Meeting one-on-one or in small groups also makes it easier to identify and encourage front-line champions, who are all-important among volunteer groups.
Although leaders don’t have to be flamboyant to make the brand promise come alive, they do need to be impassioned to be inspirational. They need to make a clear link between employee and volunteer behaviours and the success of the organization, helping them realize the importance of their role and how they contribute to the delivery of the brand promise. Sometimes one-on-one coaching of leaders is required.
Moreover, don’t overlook the importance of middle managers. Often they are the only visible demonstration of brand behaviours in everyday action. Help them recognize the importance of their role, and if necessary provide appropriate training
