Leadership Branding

[David Sandusky]

What comes first, the values of the company or the values of the current CEO? No doubt the founding CEO values are often reflected in the company, but how often does the soul of the company remain when the founder is replaced. Matching authentic values becomes increasingly difficult when new leadership and change exists. Regardless, the brand is the connection between the person and the business whether it is a CEO of the world’s largest organization or the one person shingle.

Although our perceptions of companies may be varied, make no mistake that dynamic CEOs are linked to the companies they represent. CEOs are part of a company's brand equity -- the leader reflects the company, like it or not. The CEO behavior within the organization shapes the culture – the CEO behavior in her personal life also has an impact on the company reputation. Do her values reflect the company values or are there two faces. Does the company value something that the CEO does not show like behavior in her own life? Any disconnect could lead to lack of trust during tough times. Most successful CEOs are consistent and authentic. The personal brand vs. the company brand show a fit together and this is why you see more leaders pay attention to how they are perceived – their brand.

Regardless of where you are in the life cycle of your career, how are you perceived – do you know for sure? Does it match what you are selling?

With such an impact one person can have on a company brand, a succession planning and recruiting process has a major impact on the reputation of the company and it's people. At this stage of a CEO’s career, reputation and legacy left within other teams or companies is a great indicator of the values and vision they bring to new challenges. At this stage, it should be easier to see the rationale a company Board would make in selecting the right CEO brand to lead the company brand.

Think about the story you are telling with your behavior. Can a company or client select you based on how your core values line up with their core values?

[BarJon]

unfortunately, I have been sold a bill of goods in what the leadership style and reality is more than once. How do you know when a manager is saying the 'right things' during an interview compared to reality?

[David Sandusky]

Great question and common complaint. Asking great questions is a start. Like the managers background, turnover in the company, etc. Interview your would be manager. From there, it is vital to interview with others in the company (not just the boss' boss) and particularly on the team you would be joining. Red flag if that is not part of the interview process.
Ask the same management style questions and look for consistencies and/or contradictions.

I hope this helps for next time.