The Leadership Accelerator: The Playbook for Transitioning into Your New Executive Role

CHAPTER 13

Your Team Is Your Brand: Express It!

When I help C-level executives transition to a new leadership role, I often need to remind them that their team represents their brand and the organization’s brand. Failing to provide your leadership team with a clear idea of the brand you want to establish can undermine your efforts and create confusion in your team. Recruiting team members and developing behaviors that manifest the brand will likely be a key determinant of your success.

It is striking how few leaders clearly articulate the critical brand attributes they want their organization to manifest. If the organization’s brand is poor, fix it quickly; within six months to a year the brand you inherit becomes yours. Every new C-level executive ...