2300 years ago, Aristotle wrote,
“Persuasion is built on three pillars”
1. The credibility of the speaker
2. The logic of the message
3. The emotional impact of the words
These pillars are more important now than ever. Because in order to lead effectively, today’s leaders have to understand and use the sources of their credibility.
- What are their strengths?
- What is their reputation?
- Are they trusted?
- Do they create common ground with their audiences?
Today’s leaders, in short, have to evaluate their personal brand.
- Is it authentic?
- Is it personal?
- Does it stand for something?
Jack Welch, the legendary chairman of GE , became one for the first global personal brands. His emphasis on Six Sigma made him stand, uncompromisingly, for quality.
His business decisions created enormous wealth for shareholders.
Welch’s personal brand “stood for” uncompromising value and investment decisions.
It gave instant credibility to his messages, his business strategy and his actions.
Richard Branson and Donald Trump have created brands that support all
of their investments and infuse them with excitement and marketing sizzle.
- The mere mention of Branson evokes adventure and fun.
- Trump is almost synonymous with luxurious living and playing.
Miboso’s Authentic Personal Branding process plays an important
role in corporate leaders’ communications effectiveness.
Corporations are seeking to develop leadership that is credible in times of rapid and
complex change. Credibility for a modern leader at a global company emerges not just
from the knowledge of the business. The corporate communicator today must demonstrate business knowledge PLUS a sensitivity to diversity, to environmental concerns, to local and global economics, as well as to political and cross-cultural challenges.
The Authentic Personal Brand built on these competencies is valued
because today’s work depends on clear, focused and sensitive communications.
Lee Iacocca, former head of Chrysler had to make many difficult decisions affecting thousands of workers. The company understood the need for these sacrifices because they believed Iacocca could save Chrysler.
An Authentic Personal Brand creates concentric circles of value and trust
around the person it represents.
It is larger than a specific message or action - it inspires people to look at the bigger picture,
the opportunities and shared values of a company, regardless of its present situation.
- What does your Authentic Personal Brand “stand for?”
- What does your corporation’s Authentic Brand “stand for?”
- Do both brands support the same “bigger picture” goals and values?
Contact us to discuss how greater alignment of your personal and corporate brands can
positively impact your market leadership and your ability to attract brand enthusiasts.
{ 1 comment… read it below or add one }
Yeah, I must agree with you. This age requires that you deliver yourself with authenticity and trust. This in the long run will determine how many recall we get from whoever we deal with.