Brand Leadership Articles
Internal Branding – the Key to reconnecting your Customers and Employees
Customers drive sales and profitability. So how do your employees interact with and engage customers? How would your customers describe their experience? Do your customers have an expectation on how your employee will represent your brand?
So how does an organisation manage its customer experience to ensure its people, processes and culture are reinforcing customer expectations? A key foundation of customer experience management is internal branding.
Internal branding in essence is ‘living’ and ‘delivering on’ your organisation’s brand promises. It is an organisation-wide initiative that enables all employees to understand how they can personally impact on a customer’s experience and contribute to building the company’s reputation and brand.
Leadership – Taking Your Brand to the Frontline
The importance of the role managers play in infusing real change is under-estimated in most organisations. Whilst it’s true that perhaps certain leaders are born, the significant majority are developed into becoming leaders. Your position as a manager or supervisor gives you the authority to accomplish certain tasks and objectives. This power does not make you a leader, it simply makes you the boss!
If you Google the word ‘leader’ or ‘leadership’, there are 487 million hits. That’s a lot of information which can only add to the confusion of what leadership really is. Leadership is not the sole responsibility for ‘people at the top’, everyone can learn to lead by tapping into the abilities that lie within each of us. Leadership differs from management in that it makes the followers want to achieve high goals, rather than simply bossing people around.
What makes inspirational, trusted ‘Leadership Brands’?
Real Leadership Brands take an ‘inside-out’ approach to executive development and look to construct a pipeline of consistently excellent managers over concentrating on strengthening the skill level of individuals. In distinguishing between ‘individual’ and ‘brand’ leadership, ‘individual’ focuses upon developing leaders with the emphasis usually on personal qualities, whereas real ‘brand leadership’ centres on the methods and programs which secure future commercial success of an organisation and as such, are embedded in the organisational culture. If focusing on desirable traits of individual managers and leaders, then senior management is at risk of promoting very generic competency models.