- Branding (6)
- Business Building (1)
- Executive Brands (3)
- Leadership Brands (1)
- Personal Brands (4)
- Beyond Niche Marketing
- Miboso
Where you go to transform your genius into your brand of success - My Rehearsal Hall
Where executives and leaders finesse their ideas, throughts and speech. - Miboso Coach
The original home of authentic personal branding - Miboso Radio
- Find My Niche
- Car Brands Like Me
Free Quiz: What car brand is most like your personal brand?
Archive for the 'Leadership Brands' Category
March 1st, 2007
2300 years ago, Aristotle wrote that persuasion is built on three pillars: the credibility of the speaker, the logic of the message, and the emotional impact of the words.
In today’s world these pillars are more important than ever. 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?
These 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 for twenty years, was a global brand. His emphasis on Six Sigma made him stand, uncompromisingly, for quality. His business decisions created enormous wealth for shareholders. Welch’s brand - uncompromising value and investment decisions - 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 and luxurious living and playing are almost synonymous.
The personal branding process of Miboso is important for corporate leaders’ communications effectiveness.
Corporations are seeking to develop leadership that is credible in time 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 sensitivity to diversity, to emotional intelligence and to cross-cultural challenges. The personal brand built on these competencies is valuable because today’s work is spread across the globe, depending on clear and focused communication and sensitivity to culture.
An authentic personal brand is bigger than the message crafted by the leader. 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. A brand 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.
