By Yasmin Vorajee (Ireland)

Do you have a leadership brand?  If you do, can you articulate it?  If not, why not?  A leadership brand is similar to a product brand – it tells your audience what you are about and what you stand for.  If you look at a luxury product, you may think it represents quality and a sense of aspiration.  If you look at a budget brand of a product like custard creams (yes, I am quite partial to a custard cream!), you may think it has cheap ingredients and you may be more likely to invest in a better quality biscuit.

Just the same way you look at products and their ‘brands’, when you look at yourself as a leader or potential leader, what would you like people to think about you?  Would you want to be known as the person who gets things done, as the person who brings out the best in others, as the one who drives others as hard as they drive themselves or as the person who can be single-minded in what they do?

Source: iCN Issue 5 (Leadership Coaching); page 9