Creating a Leadership Brand Statement

We refer to the connection between a firm's market brand and behavior of internal employees and organization processes as a firm's "Leadership Brand". Wal-Mart, for example, is known for "low cost" and should build a leadership brand emphasize behaviors that reduce costs (e.g. doing process re-engineering, contracting aggressively with suppliers, and managing to a budget). Marriott, on the other hand, is known for service and subsequently seeks consistent behavior among its leaders (knowing customers, listening to customer, responding to customers, and so forth.)

Building on last month's topic,"Making the Case for Leadership", Norm Smallwood discusses the value and process of developing a formal leadership brand statement.

	The ideas in this video are explored in-depth in the recent book "Leadership Brand" by Norm Smallwood and Dave Ulrich published by Harvard Business Press.
	View norm's video "Introduction to Leadership Brand"