CEOs - Setting The Culture Brand Tone

[Maria Elena Duron]

I facilitate CEO Mastermind groups and find that often branding is thought of in the context of company or product. Yet, we know that every company is made of people and every person has their own personal brand that affects how they deliver on the corporate brand promise.

Here's a snippet from an article that I read recently in the Chief Executive Officer magazine. Of course, it focuses on the company as a brand yet it also starts to venture into understanding what makes up your brand value. And, how do you measure brand value? It's an interesting article and a start to a potentially great conversation on the brand culture and the tone that's set by the CEO.

Enjoy!

When CEOs and their management teams become complacent with the status quo and start to take the customer for granted, or fail to realize that customer requirements have changed, they are surprised to find out that other brands have replaced theirs in the minds of many of their now lost customers.

Needless to say, this has been the signal for demise of many inattentive CEOs....

The question is what is your brand worth? And more importantly what are you doing to maintain your position in your customer’s mental product grid as their requirements change? Lastly, what are you doing to replace competitive brands with yours in the minds of their customers?

In this age old battle for share of mind your role as CEO is the driving force to create brand equity for your stakeholders. ...

The rest of the article can be found by clicking here.

[David Sandusky]

I love this post.
Articles such as this wonderful piece shared by Maria Elena on brand equity can easily be translated to personal brand equity because people drive the experience.

Past posts have examined how CEO's can Misperceive performance and culture (CEOs Misperceived) and even whether or not CEOs are out of the loop?

Put it all together and the take away is when the CEO understands her own promise of value (brand) and how to deliver the feeling throughout the company culture via the right people, that awareness will cross over to customers, competition and stakeholders.

Everyone can effectively manage a brand when they learn how to start with their own.

What do you think of the direct link between personal brand and company brand equity?