Summary: To be successful business leaders, we need people to align themselves with ourselves and our brands. For people to align and “buy into” us, our brand needs to be both clear and consistent. No one can buy into or align themselves with something that is neither clear or is constantly changing.

“As executives and business leaders, the consistency of what we communicate becomes our brand and marketing campaign.”

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Without Consistency, People Cannot Make a Choice

Consistency across brands plays a large part in their ultimate long term success. It is difficult for people to “buy into” brands that are constantly changing their principles and message.

As an executive or business leader, we are responsible for gaining the trust and co-operation of those that follow us.

For people to trust and follow us, they have to be able to “buy into us” and our Personal brand.

For people to be able to “buy into us”, we have to be something that is consistent, something that people CAN “buy into” without fear that everything will suddenly change from day to day.

No one can “buy into” something that is constantly changing.

As individual brands, we should have a foundation of core principles that we can benchmark our decisions against. This principle-based foundation helps us keep our personal brand consistent to the core of who we are as individuals and as business leaders.

As business leaders, if our Personal Brand is consistent and at the same time clear in it’s message, then people can easily choose to align themselves with us or not, and we begin to build trust.

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If People Cannot Make A Choice, Their Default Is No

If the core of who we are, what we do and how we operate as business leaders is packaged and projected well, and this package is consistent over time, people are then in a position to make a choice and choose to “buy into” us, or not.

If the core of who we are, what we do and how we operate, is packaged and projected poorly, and this package is constantly changing, then people are in no position to make a choice.

If a clear choice to “buy into” us and our brand is unavailable then the default choice is to “not buy into us” – the reason so few employees currently trust their management, the managements brand is neither clear nor consistent.

This combination of core and consistency is our Personal Brand and it is vital to our success as business leaders.

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You Need People To Make A Choice

As executives and business leaders, we need people to trust and buy into us so that we can lead effectively. Therefore, we need to make sure that people have a clearly defined choice. This clearly defined choice that we give people is our Personal Brand, and it is only a choice if it is consistent.

Brand consistency is fundamental to our success as a business leader so we can build trust, and so those we lead have opportunity to align themselves with our Personal brand.

I will follow this article with a look at the fundamentals of keeping a Personal Brand consistent so that people can choose to “align themselves” with our brands or not.

Why Personal Brand Consistency Is Fundamental In Successful Business Leaders is a post from: Jonny Gibaud