Beyond Branding. Creating an image
by: searstower
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Ignoring my reservations, I dove into the project. Soon, the situation felt very wrong. Sure, the company’s image could use an upgrade. But, I felt we’d be spending money, energy and time to put a fresh coat of paint on a cracked wall. The main flaw in their image wasn’t the typeface in the logo, but in the vision of the leader. Bill’s business was moving beyond its infancy into toddler stage and needed to develop strong legs to carry it into the future. Yet, Bill was still uncertain of where he wanted to steer it. His clouded vision made decision-making difficult and was negatively affecting several key areas of his business.
Every company, whether it consists of a single person or employs thousands worldwide, has a culture. The culture of an organization is its personality. If you’re curious about the personality of your organization, ask yourself:
How would I describe my company if it were a person?
Is my company lean, assertive, adaptable to change, intelligent, financially responsible and considerate? Does it value integrity and accountability?
How is my company’s leadership shaping its culture?
How does my company handle innovation and changing technology?
What are we doing to develop and continually improve?
How am I influencing the culture of the company? Does my vision and style positively motivate and empower others?
Where is there room for improvement?
The company’s culture is a reflection of its leader’s beliefs, values, level of accountability and style. How well company employees respond to leadership in the organization will give you clues to the health of its culture. The ‘shadow of a leader’ is reflected in the mood, motivation and empowerment of the team as well as the efficiency, agility and profitability of the company.
If there is a dysfunction within the organization, it starts at the top. To influence positive change, leaders must know themselves and the landscape well. He or she must be decisive, emotionally intelligent, and accountable for their decisions and make the necessary changes for the company to thrive.
In the example of Bill, he became defensive when asked about his vision of where he wanted to take the company. He changed his answers often and blamed others. It became apparent that he had no desire to focus on solutions or to understand the negative impact he was having on the company or others. Realizing coaching wasn’t an option for Bill; I quickly ended the project amicably.
Regardless of titles, leaders emerge from every level of an organization. Each of us has a sphere of influence, whether we manage others or not. Who we are and what we do affects others positively or negatively every day. Our mood, skill set, readiness, efficiency, work ethic, level of accountability, vision, emotional intelligence and treatment of others impacts those around us. Ask yourself, “What qualities am I projecting?” and “What do I need to work on?”
If you were your own brand, what would your image be? Are you like Nike and “Just Do It” or GE and use “imagination at work”? Look carefully and honestly at yourself and the world around you at how others respond to you.
If you look inside and find you are not making a positive impact, ask your co-workers for their feedback. Be open and non-defensive when they respond. They are taking a risk by answering. Their feedback is a gift and it may not be easy for them to tell you what you may not want to hear. Be understanding and let them know you’re grateful for their time and honesty. Become accountable for all of your actions and their consequences and make the necessary adjustments to improve.
At a faster rate than ever before, we are asked to adjust to change. We are living and working in a flat, global economy and are required to continually grow to stay competitive and thrive. Each of us has the power to realize our dreams, and contribute to making our company and our lives exceptional. Taking these steps make a difference in setting you apart from others and propelling you toward excellence. Image and branding only run so deep, it is our core personal foundations, competencies, emotional intelligence and passion that make the difference between good and great in the long run.
* The name was changed to protect the identity and privacy of the client and respect confidentiality.
About the Author
Dawn Rahicki is president and founder of The Illume Group, Inc. a coaching, leadership development and marketing company dedicated to expanding the level of success and joy of entrepreneurs, executives and rising stars. She was a contributing writer to “Workforce Diversity Management” and “Privatization and Market-Based Leadership in Developing Economies” and speaks on a variety of topics. To learn more about The Illume Group, Inc. and its services, email info@theillumegroup.com.
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