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Breaking the Leadership Mold: An Executive's Guide to Achieving Organizational Excellence by Maribeth Kuzmeski

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Chapter 3. PRINCIPLE #3: DEFINE A BETTER WAY

LEADERSHIP BRAND

The starting point for any senior leader who wishes to create a great organization is to understand what behaviors are required (for both themself and others within the organization) to best meet the desired results.

The clarification and articulation of the behaviors necessary to achieve organizational results can be thought of as the definition of an organizational leadership brand. Branding is most commonly thought of with respect to marketing and not necessarily leadership. A product or service is branded so that it can be differentiated from other similar products or services. The branding process facilitates communication about a product or service that in turn facilitates marketing. ...

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