Ascentia launches Leadership Excellence Guide: Developing a Leadership Brand


“Great leaders are not defined by the absence of weakness, but rather by the presence of strength. The key to developing great leadership is to build strengths.”                                           

John H. Zenger and Joseph Folkman

LeadershipModern business leaders are required to deliver outstanding results through their businesses, to motivate their people and fill external stakeholders with confidence and belief in them and in their organisation too.

The most effective leaders have a distinct leadership brand which they utilise to deliver the results they need to achieve. Whilst great leadership can be a learned process, an element of truly outstanding leadership comes from deploying natural strengths to great advantage and packaging them into a leadership brand which conveys your identity as a leader and the value you offer.

Acentia has developed a five step guide to creating a Leadership Brand that will match your core strengths to your professional challenges.

In their excellent Harvard Business Review article “Five Steps to Building Your Personal Leadership Brand” Dave Ulrich and Norm Smallwood believe an effective leadership brand enables everything that is powerful and effective about an individual’s leadership to become known to colleagues, employees and stakeholders allowing the leader to generate maximum value from them.

Drawing on experience of working with leaders of FTSE100 and Fortune 500 businesses and integrating two outstanding pieces of original research, Ascentia has developed a step-by-step guide to help current and emerging leaders to develop their leadership brand and to maximise its effectiveness as a tool for growth.

An Ascentia client who has worked with Sandra through the process said:

“Working through my leadership brand was a powerful way of understanding and articulating what I want to be known and respected for, my key strengths and who I am when I am being me and high performing.

“There is a temptation to start with too many words and want to be known for everything! However an important part of the process is shaping your brand until it is true to you and until you are left with just a few words which sum up exactly who you are.

“The critical thing for me was to really focus on the ‘so what’’ aspect of the process. What is the reason for creating this brand? Where will it take me to? Again Sandra’s focused attention through the coaching sessions helped me to my personal ‘light bulb moment’.

“Initially this was just for me, my personal development journey. I felt that to be clear on my purpose I needed to lead with a strong and clear brand. However as I moved into the new role and was seeking to make my mark I began to share a little more of my leadership brand. I still absolutely love getting feedback from people where they mention aspects of my brand and I love being recognised for it. It is reassuring that I am delivering what I set out to do and being who I set out to be.

“I keep my brand front of mind and review it regularly to make sure it still reflects who I am. It has definitely helped me make an impact in my new role and I have also shared it with colleagues and used it in coaching conversations, particularly with emerging leaders.

“I’ve applied the same principles at home and at work. My brand has certainly influenced some of the conversations I have with my teenage children. I’ve become more collaborative – a key part of my leadership brand – and am definitely laying down the law less often! It has also given me coping strategies, ways of operating and problem solving that I can call upon to support me.

“Leadership brand is a really powerful coaching process and I highly recommend it. I would say to anyone who is struggling with their purpose to work on their leadership brand. It is simple and really effective and gives you a useful tool to refer back to in work and in life.“

For details of the Leadership Brand Excellence Guide please contact Ascentia by calling (01564) 702204 or clicking here.