![]() Our shadow is particularly dangerous because it tends to lie beyond the reach of our awareness, but is highly apparent to those around us. ![]() This is what Hogan refers to as leadership derailment, wherein our personality characteristics betray us, degrade our success, and generally send us on a fast train to nowhere. However, no matter how magnetic, impactful, or authentic the leadership brand, all human beings have a dark side – a kind of shadow that follows you around, lurking in the peripheral, with the potential to emerge in times of stress, pressure, novelty, or boredom. By contrast, Howard Dean’s brand image was not strong enough to save him from his “I have a scream…” speech, which sealed his fate forever as a volatile lunatic unfit for presidential office. Although President Clinton withstood some harsh criticism and mockery, his overall image, strong leadership brand, and arguably his charm, helped cushion these blows and preserve his overall reputation and contributions in the hearts, minds, and history books of the American people. For example, consider the legacy left behind by Bill Clinton despite his well-publicized lapses in judgment and abuse of political power, he remains a beloved American president who is remembered for leading our nation through one of the most prosperous decades in U.S. It also insulates you from your shortcomings and mistakes.Ī strong, consistent brand creates a kind of umbrella, so-to-speak, that defines you as a leader and makes your day-to-day actions (and blunders) less relevant. ![]() It defines your identity and distinctiveness, communicates what value you bring to the table, and provides focus and direction to guide leadership efforts. So, what does a strong leadership brand get you? To cite Barnett, developing a strong leadership brand can earn friends, fans, and followers – and not just the kind you get on Facebook or Twitter. Even his physical image aligned with Apple’s brand – sleek, simple, and timeless with a modern slant. Now consider the individual leadership brand that Steve Jobs created – in many ways, his personality embodies many of the same qualities of Apple’s brand – Jobs is hailed as an innovative, creative genius who changed the world with his brilliance and innovation. For example, consider the brand that Apple computers has created the exemplars of innovation, elegant simplicity, and sleek, modern, technology. The concept of an individual leadership brand departs from our conventional understanding of branding from an organizational standpoint. I recently listened to a talk given by Greg Barnett, one of Hogan’s veteran consultants and our Director of Product Development, about the importance of defining a strong leadership brand.
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