Why brand leadership?

"Without strategy, execution is aimless. Without execution, strategy is useless."

Morris Chang, CEO TSMC

BRAND is the source of the promise to the key audiences inside and outside an organisation.

LEADERSHIP is a relationship. Without followers leadership doesn’t exist. If people aren't following you, you are not a leader. Great leaders and leadership elicits a shared belief and excites people to exceptional performance and levels of engagement.  

ENGAGEMENT is the level of discretionary effort and discretionary thinking your people are prepared give to you.

A culture of engagement - that's the bottom line

We all know from all the research conducted by experts like Aon Hewitt, BlessingWhite, Gallup and Towers Watson Globally, nearly two-thirds (65%) of full-time employees are not highly engaged. This poses significant challenges for leaders. What actions can you take to turn the tide, given the significant implications of declining engagement on productivity and performance?

Not only do disengaged employees cost you money (Gallup according to their 2011 Global Survey estimates that Australia suffers a massive $32bn annual loss in productivity through disengaged employees) but brands with increased employee engagement can equal a 12% increase in customer satisfaction, which in turn drives up revenue and margin growth.

Make no bones about it, brands come alive from the inside, so your people culture can make or break your brand. The Curious thinking, people-centred approach to leadership and culture can help turn disengaged employees into passionate brand advocates.

A culture of engagement starts with leaders and leadership. (Melcrum research confirms that the top driver of employee engagement is 'the actions of senior leaders', and the top two actions of leaders that increase engagement are 'communicating a clear vision for the future' and 'building trust in the organisation'.)

A culture of disengagement is a failure of alignment. Your people are not aligned to your strategy, mission, vision and values. It is not their failure. It is a failure of leadership. Basically, a failure of clarity and trust.

  1. If your people don't get it - it is failure of clarity
  2. If your people don't believe it - it is failure of trust

Curious thinking helps leaders tell the brand story with greater clarity to engender greater trust and create levels of engagement that transform your people into passionate believers.

That's alignment.
That's brand leadership.
That's Curious thinking.