Leadership,and,Branding,Develo business, insurance Leadership and Branding - Development Principles For CEOs

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Leadership and branding are hottopics. Leadership development programs are quite popular. There aremany conferences and seminars on the subject of branding. Leadershipdevelopment and brand development consume a lot of resources ofbusinesses.Leadership means different things to differentpeople. It means ability to inspire. Leadership is charisma, courage,and even sacrifice. Leadership requires vision. Leadership is talkedabout in rarefied atmosphere of CEO conferences, business schools, HRmeets, and strategy meets. There seems to be an unstated and unanimousagreement that leadership is too important, too-sweeping-in-its-scope,too-good-to-be-described, and thereforetoo-complex-to-be-systematically-deployed concept. Everyone isconvinced that such indescribable leadership must be good for anyorganization.Branding too captures imagination of people. Forsome CEO s it is a reverential bowing item to be ticked off the agenda.For CFO s it is a black hole of cash. Sales people think it is awatering hole for unsuccessful ex-salesmen. For M & A specialistsit is a valuation game. It is a playground of creativity foradvertising agencies. It is PR first for PR agencies. For many,branding means eye catching, entertaining, beautiful visual and audiocommunications or smart copy. Everyone knows branding and everyone hasdefinite opinions about it.Is there then any connection betweenleadership and branding? Leaders are responsible for branding. But theyare also responsible for many other things. Are there any fundamentallinkages?Connection between leadership and brandingTheanswer might be found in people, since leadership and brands exist inminds of people. Brands provide neat and crisp symbols denoting productperformance levels, shared experiences, dreams, aspiration andexpectations of actual and potential users.Who will deny thatleadership too deals with shared dreams, aspirations, and expectationsof all stake holders -customers, employees, vendors and others? Likebrands, leaders are seen as icons. Similarly, leadership without itsown constituency is unthinkable. Leaders build constituencies throughshared understanding of goals and ways to achieve them.How docommunities come into existence? A unique feature, a benefit, somenewness, or drama sets people talking. When people talk, when theyintegrate products in their lives, when they constantly share theirexperiences, problems, or solutions communities are formed. Communitiescan also be built around new categories of products. People love totalk. They need to share things. It is for a company to create orarticulate such uniqueness, to express it evocatively, and to nudge andsupport its customers into sharing it. Can this be done by marketingdepartment alone? Can this happen by bombarding customers withadvertisements, direct mail, or price promotions? Can this happenwithout a strong leadership? The answer is no. Brands may seem to comeinto existence through some accidents. But is takes sustained andconsistent efforts to bring about branding.Just as brands raisethe bar of customer expectations, leaders broaden horizons of theirpeople. They inspire people to outdo themselves. Leadership meansmoving way from authority to respect, and from respect to inspiration.Leadersmust have vision, mission, and agenda for their constituencies. Theyare being constantly observed, emulated, or criticized. They need tomake statement all the time. Successful leaders know this intuitivelyand develop distinctive styles of their own.Some CEO s becomegreat leaders without any formal training. But that does not reduceimportance of training and learning. Almost everyone can improveleadership skills through systematic efforts. Learning Leadershiprequires sustained efforts. Leadership coaching can help inaccelerating leadership development.Leadership and career planningJustas branding requires involvement of everyone, great leadership comesabout only through developing leaders at all levels. If organizationshave to develop and attract talent they must have well designedlearning leadership processes in place. Leadership development must beintegral to career planning.In today's world leadership is branding.Successful branding and great leadership requires vision, values,performance, style and community building. Both require makingdifficult choices, sticking ones neck out, readiness to face guillotinewhen the time comes, and grace to accept success. Leadership andbranding are possible only with passion, thinking, working, firstwalking alone, and then rallying others around. Article Tags: Leadership Development, Leadership Requires