Corporate Brand Personality: Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity

Corporate Brand Personality: Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity

by Lesley Everett


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Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect, and strong values. Moving beyond simply how products are marketed and perceived, it explains how to lead and engage people at every level within the organization to ensure consistent engagement with brand values.
Including practical models to show how corporate culture and values can be managed and improved, author Lesley Everett provides real examples and case studies from sectors including hospitality, engineering, retail, and finance that show how employees' behaviors can deeply affect brand reputation through all areas of the organization.  Incorporating a complete strategy from start to finish, this book will help managers and HR directors build visible leadership, project an authentic brand image, and reinforce the company's values.

Product Details

ISBN-13: 9780749471378
Publisher: Kogan Page, Ltd
Publication date: 02/03/2016
Pages: 208
Product dimensions: 6.00(w) x 9.10(h) x 0.60(d)

About the Author

Lesley Everett is a professional keynote speaker and the founder of Walking Tall International, a branding consulting company that has worked with Microsoft, Porsche, Hilton Hotels & Resorts, and T-Mobile.  She is also the author of Walking Tall and Drop Dead Brilliant (McGraw-Hill).

Table of Contents

Foreword by Sir Clive Woodward

Foreword by Andy Clarke


01 Dilution of corporate values and loss of trust
Where have all the manners gone?
The gap opening up
Feelings drive behaviours
Loss of trust
Optimum brand management
Right from the outset
Halo or horns
A global concern
Moving forwards

02 Your brand from all angles
The traditional approach is not enough
Making the brand stick at all levels
Your brand to suppliers
Internal culture
TripAdvisor-a trust indicator
Third-party danger zones
You never quite know when your brand is on show
How does your business measure up?
Recognizing the value of feedback
Communication is king
Good leaders, good communicators

03 Employee brand and employer brand
Making the distinction
Recruitment impact on employer brand
The working environment
Why we have to go deeper
It’s not just about customer service training
The Asda way with people
Brand training experience
Overplaying it
What makes a company great to work for?
Measuring your current position
Assessing how your employees feel about the brand
Generation Y and Z considerations
Great employer brands for Millennials
Reverse mentoring
The Generation Y TV ad
Whose responsibility is it anyway?
Team branding
Involve the team
The effect of not involving the team
Part of the big picture
The process of team branding
What can you achieve with team branding?
So how do we do it?
What does a team brand statement look like?

04 Leadership 'off-brand' behaviours
What is authentic leadership?
The CEO and corporate reputation
Bottom-up or top-down culture
The influence and impact of the leadership team
Non-verbal leadership influence
The narcissistic leader
Nothing is off the record
The power of line managers
Personal branding should start in the boardroom
We need leaders with strong personal brands
Putting humour into the personality of the brand
Executive presence
Assess your leadership brand

05 Getting back on-message
Consistency is not optional
A change in behaviour is required
So what is corporate culture?
Putting the plan into practice
The real corporate branding process
The Walking TALL principles
The complete personal brand
Think like an entrepreneur
The pearl effect
The brand tree
Coming from a place of authenticity
Defining your personal brand basics
Determining values
Leadership values
Brand picture
Managing the perception gaps
The espresso effect
Brand me statement
Your book title
'Celebrity' brand me
Internal brand ambassadors
Building rapport and maintaining your brand
Relationships and the extended Johari window
Rolling out a brand training experience
Keeping momentum

06 Raising your visibility factor
Be clear what you’re aiming for
Getting started
How are you doing it?
Being interested in others
What I really do
Enhancing your brand statement
Your digital personal brand
Sharing your thoughts and opinions via a blog
Other social networks to consider
Effective networking
Your personal brand in the media

07 Presentational brand
The 'P' word
The 'must haves'
Start strong
A great structure
Make it visual
Getting the level right
Using humour
Looking the part
Body indicators
Being heard
Be yourself
Sharp finish
The most persuasive element
The right tools for the job
Presentational brand feedback checklist

08 Final words


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