CEOs and brand legacy
If organisational leaders - be they CEOs, Founders, Chairs or MDs - want to hand over a stronger business for future generations, they need to play a crucial role in shaping and maintaining their company's brand identity.
In any capacity, they are acting as custodians, which means ensuring that the company's reputation remains consistent, relevant, and resonates with its target audience - not just over the next quarter, but laying the foundations for the generations that will follow.
Leaders of business have the unique opportunity to shape and influence their company's brand in a way that no one else can. Their actions, decisions, and leadership style all contribute to the company's brand perception, both internally and externally. In short, they set the agenda and act as role models - if they don’t take it seriously, no one else. will.
But why does ‘brand’ matter?
Brand identity is the foundation of your business
Your brand identity is the sum total of every interaction people have with you, and everything your business stands for. From your products and services to your values and personality. From the way you recruit people to the way you communicate internally. It all matters. A strong brand identity helps build trust, credibility, and loyalty among customers and employees alike.
Don't waste the true power of your brand strategy by assuming it's only relevant to the Marketing team.
Consistency builds trust
Customers expect consistency from the brands they interact with. A consistent brand message, visual identity – and, crucially, brand experience – help build trust (aka loyalty and advocacy). By taking brand experience seriously from the top down, you ensure that your company's identity remains consistent across all channels, from marketing campaigns all the way through to the way you deal with suppliers and employees.
Every single touch point is contributing to the company's reputation at some level, even that person who was once interviewed for a job and then never got a follow up call...
Your brand is your competitive advantage
In a crowded marketplace, a strong brand can be the difference between success and failure. A well-defined and executed brand strategy can help you stand out from the competition and create a lasting impression in the minds of your customers.
Championing the power of brand experience ensures that your business remains relevant and differentiated in a rapidly changing market.
Your brand reflects your company culture
Your brand is not just an external-facing entity; it's also a reflection of your company culture. Business leaders set the tone for thier organisational culture and are responsible not only for establishing, but also role-modelling the values and behaviours that are important to their company. Doing this helps attract and retain the right talent, as well as aligning everyone towards a common goal.
Your competitors can probably copy your innovations, but they can't recreate your unique culture.
In conclusion, placing ‘brand’ at the heart of the leadership team is not just a nice-to-have, it's a must-have for any leader who wants to build a successful and sustainable business.
By taking ownership of your company's brand identity and experience – and ensuring its consistency and relevance – you create a lasting impression in the minds of your customers, employees, and stakeholders. All of which directly translates to commercial success, and a long-term legacy for your time as the custodian of your business.
READ MORE: Why the whole leadership team needs to be on board
