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Management & Leadership Brand: Part 2

Management & Leadership Brand: Part 2
7 August 2015 John Moore

Your management and leadership brand encapsulates your identity and communicates the value you bring to others around you. Whether you have a strong or a weak management and leadership brand is your choice.

Defining Your Management & Leadership Brand

Did you try to complete the following sentence in Part 1?

“I want to be known for being ……………….., ……………….., and ……………….. so that I am able to deliver ………………..”.

If not, then is it because it was too difficult? Not interesting? Too basic? Or was it you were too busy? If you did, were you happy with the result or found it only took a minute? Whatever your answer, the way you completed or did not complete the task says something about you.

In fact, every decision, action and behaviour says something about you. For this reason, it is a waste of time drafting a brand statement that is not based on the real you. We cannot live a lie permanently. When we try, we often end up saying one thing and doing another with the outcome of weakening our personal brand. I am sure you know people at work that do just this.

5 Steps to Creating Your Own Management & Leadership Brand

Step 1: Define the results you want

Choose a time period (e.g. 12 months, 3 years) and define what you want to and/or have to achieve within that time scale within your current or future job role or career. Think about what others might expect of you rather than identifying your strengths and personal priorities – you are looking for ways of adding value for others remember.

Step 2: Define what you want to be known for

Is it being helpful, positive, pragmatic, systematic, calm, motivating. Is it being the expert in coaching or a technical wizard when it comes to social media? To help here, why not get some feedback from colleagues, customers, managers or even from completing a personality profile or receiving 360 degree feedback. Try to come up with your top ten qualities, traits or characteristics. Rank them in order of one to ten.

Step 3: Define who you are

Take the top six words and make them into a short statement that defines you. If you are happy, move on to Step 4, if not repeat Step 2.

Step 4: Draft your management and leadership brand statement

Using your answers from Steps 1 – 3, complete the sentence:

“I want to be known for being ……………….., ……………….., and ……………….. so that I am able to deliver ………………..”.

Now take time out to reflect, edit and to settle on your brand statement. Does it truly reflect who you are right now or is it an aspirational brand statement or who you aspire to be. Does it reflect how people really see and experience you? If you are happy, all you now need to do is Step 5.

Step 5: Be the brand

If the management and leadership brand is a true reflection of who you are and the value you add, behaving in a manner that is consistent with it should be relatively straightforward. If it is an aspirational brand, then you will need to keep using your statement as a reference point and as a guide to how you want to behave. If it is not a true reflection, then expect people to perceive your brand differently to how you want it to be.

Now you just need to keep checking back periodically and behaving in a manner consistent with your management and leadership brand and watch your stock rise in value!

John Moore has over 20 years experience of training and developing Managers, Coaches, Consultants and businesses. As Managing Director of Exponential Training, John researches, speaks, blogs and writes about how to improve performance. He also designs and delivers engaging, fun and interactive learning programmes. John is a Fellow Chartered Manager and has worked with managers and organisations in over 20 different countries.


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