Embed Size (px)
DESCRIPTION
Build a service-oriented leadership brand to differentiate capabilities and elevate professional influence. Your Challenge Managers may have leadership brands, but they are outdated or mismanaged. Regardless of whether the leader is conscious of their brand, others are reacting to it every day. This leads to brands that are incorrect and ineffective, and poorly affect manager reputations. Organizational brands are becoming less and less appealing to consumers, as they become distrustful of big corporations. Instead, consumers seek the opinions of the “average Joe” or individual. Our Advice Critical Insight Leadership branding creates the opportunity for personal branding and organizational branding to be married; leaders can represent themselves and their organizations positively, contributing to the visibility and good reputation of both. Leadership branding also gives managers the opportunity to more effectively serve their organizations by focusing on their stakeholders’ needs, while developing personally by addressing those needs using their unique strengths and expertise. Impact and Result Leaders must be trained on how to create and use leadership branding effectively in order to create an impactful brand that has both organizational alignment and customer appeal. They also need to create a brand that is authentic and allows them to thrive, so that leaders’ engagement can improve. Leaders also need to be trained in how to move beyond the branding statement and actually live their brand in their day-to-day lives.
Citation preview
Build a service-oriented leadership brand to differentiate capabilities and elevate professional influence.While leadership training has been the #1 priority of organizations for three years running (McLean & Company’s HR Trends and Priorities for 2014), many organizations struggle to get adequate funding for training initiatives. Train mid-level managers and directors to create their own leadership brand and make it come to life.Leadership branding exists in the space in between organizational and personal branding, capitalizing on the merits of both.Leadership branding creates the opportunity for better customer reach and an improved reputation for the leader and the organization they work for. Leadership branding training teaches leaders how to create organizationally aligned brands that represent their authentic leadership skills in a positive, confident way.Consumers are trusting the media and organizations less, and individuals more. Organizational brands are losing traction. The increasing popularity of social media means that individual thought leadership is becoming more and more common. When people think of organizations now, they think of the key players at that company.This is why leadership branding is so important. Managers aren’t aware that they already have a brand, whether it’s actively managed or not. Their stakeholders are reacting to their brand everyday, and they could be missing out on the opportunity to influence how these stakeholders are reacting.Make the Case for Manager Training Discuss how to gain stakeholder buy-in for leadership training, the costs and benefits of internal vs. external training, and metrics to judge training success.Prepare for Leadership Branding Training Discuss module selection, logistics, and content customization. Review the 360 degree feedback tool and the Craft Your Leadership Brand training deck.Conduct Training on Leadership Branding Train managers to craft their leadership brands.Evaluate Training Effectiveness Review training session results, as well as any suggested training modifications.
