Editor's note: Suzanne Bates is CEO of Bates Communications Inc., Wellesley, Mass. She can be reached at info@bates-communications.com. This article appeared in the August 27, 2012, edition of Quirk's e-newsletter.

 

When people think about brands, they often think about products. Apple, Nike, Coca-Cola - they all have an iconic presence and a team of marketers working very hard to cement the brand in consumers' minds. But people can have brands too. In fact, some of the world's most successful CEOs and business leaders are people who have a clear personal brand. Think of Oprah Winfrey and her media empire or finance guru Warren Buffet. These people have personal brands that reflect their philosophies and beliefs and align strongly with their company's brand. Their brands enhance their businesses and enhance their leadership.  

 

But you don't have to be Steve Jobs to bring tremendous value. Even if you never want to become the CEO, if you are a leader, you need a brand. Your brand will help you attract the right people to your team; align them around common purpose; mediate issues; get things across the organization; influence your CEO, board and executive committee; and help you create a more dynamic, high-functioning organization.

 

Already well-formed

 

So what is your brand? It's a thought or feeling that leaps to mind when people think about you. Your brand, which is essentially your character, is already well-formed. So look at the story of your life and career for clues to the values you hold. These character-shaping experiences are the foundation of your brand and have made you the leader you are today. You must analyze how these experiences have impacted you before you can communicate it to others.

Look at pivotal events in your life and examine what lessons they taught you. Your personal stories are a veritable treasure chest - when you share these stories with audiences, a human connection develops that helps people see who you really are. 

 

You've seen this dynamic at work - those who give voice to their values, who share the principles that define them and connect with hearts and minds, motivating and inspiring others. People want to work for them; in fact people want to be like them.  

 

Work in concert

 

The interesting feature of a leader's brand is that while it stands alone, it is also commingled with the organization's reputation. So it stands to reason that you need to understand your own brand and appreciate the interplay so you can harness the two to work in concert.

 

The organization's values are not always what you see posted on the walls or in the employee manuals. It is important to analyze and understand what traits and values truly drive the success of the enterprise. If they are disconnected with your own values you need to understand the gaps. Being in sync with the company values is essential to earning a seat at the table.

Consider the following actions to build your brand:

  • Have mentors and coaches help you get savvy about all aspects of the business to develop a strategic point of view.
  • Volunteer to give presentations to your executive team and board and talk about big ideas.
  • Write articles for magazines and otherwise aim for visibility outside your company. Explore a new twist on an old idea.
  • Volunteer for company initiatives. Interact with business leaders and help them solve problems.
  • Speak up in meetings and develop an executive presence that commands the room. 

Even greater value

A great brand has sticking power - or what you might call brand loyalty. Loyalty exists when people understand your brand, trust you and are committed to you. In the world of products and services, it's the commitment to repurchase or keep using the brand. When it comes to leaders, it's also whether they are committed to stay with the leader through thick and thin.

Brand loyalty drives even greater value. Loyalty increases the number of talented people you attract and retain; the number of customers who do business with you year after year; the investors who go multiple rounds funding you; and the number of referrals you get from customers who talk you up. Brand loyalty generates more positive media attention to build your company's reputation.

The more you learn about leveraging your brand the more you can create value. You'll be able to build a brand that can get you booked to speak at major conferences where you meet new customers. Your reputation will get you invitations to join networks or organizations you didn't have access to before. It will allow you to interact with other influential industry leaders, policy makers, political leaders, joint venture partners, investors and more.

You will also find that a powerful brand is a great buffer for your company in challenging times. A trusted brand gives you the benefit of the doubt and cushions the blow. You can step in and change the conversation, paving the way for a better outcome. A respected brand will help you win back trust. Of course you already have to have the brand to use it in times of crisis. Once a crisis hits, it's too late to build a trusted brand.

More than a word

When you count the ways you can leverage your leader brand, you see what value it has. It's been said that a brand name is more than a word - it is the beginning of a conversation. What's the conversation that people are having about you?