Brands seek to lead in their category, industry, with their community and audiences. Brand Leadership is linked to your unique brand purpose.
The way in which your brand leads is relevant to the environment you operate in – it could be the distinctiveness of the product, the friendliness of your staff, or being the ultimate indulgence – the category selected defines the specific way in which your brand wishes to establish a leadership position in a particular market.
Once you know your brand purpose, achieving brand leadership comes down to developing a strong organisational culture that is centred around the brand purpose and is experienced as a shared sense of connectedness and meaning.
The success or failure of organisational culture is very much in the hands of the leadership team. In fact, 70-80% of organisational culture is influenced and directed by the leadership culture (the collective culture of the leadership team). The people at the top really are responsible for whether or not a brand becomes a leader in its category.
We work with senior leaders to build leadership capacity and strengthen organisational culture. This work is done by Fiona in partnership with premier leadership group, Acumen Global Partners. Acumen’s work is responsive to strategic business issues, and incorporates a ‘whole system’ approach to develop business resilience and adaptability.
Acumen Global focuses on:
- Building leadership capacity
- Strategic alignment
- Organisational change
- Cultural transformation