In this inspiring podcast, Susan Hamilton Meier and Ross Swan talk about how leadership sets the tone and direction of a brand.
Branding requires leadership. One can start or have a company with great products or services and doing well in the market. But a brand can be nebulous or inconsistent and it really requires a top-down perspective to define what is it that ties all the products, the people behind it together and what the brand stands for. So that the people on the other end, who are receiving the messaging and using the products or services have a clear understanding of what and who the brand is.
A brand is a reflection of its people and the people reflect the leadership they have.
For larger companies, the challenge is that there are multiple stakeholders and brands. Which results in having a lot of things to align. When dealing with multiple people managing multiple brands, for a company, alignment is really challenging. Simply because people have different perspective.
It’s a two-fold exercise. You have leadership, you have employees which form the corporate brand, then you have product and service brands. The products and service brands have to be congruent with the corporate brand. It’s the congruence that brings about the extent of success.
Key points include:
- Leadership, focus and clarity of message
- The different branches of the brand
- Working backwards
Listen to the full podcast, Leadership and the Brand Impact, on SoulInspiredLeadership.com.