Executive branding: leading by inspiration

Based on the book: "Executive Branding™: Inspire like Obama" by Dr Nikolaus Eberl (published by Academy Press, Johannesburg-New York 2009), this programme is the first ever coaching application that enables individuals to internalise the seven Principles of Inspirational Leadership and apply the Communication Skills that propelled Obama to move from relative Obscurity, overcoming Challenges that could have thwarted any other Candidate - his Race, his Youth, his Name - to captivate the Imagination of an entire Nation and become President of the United States.

WHY EXECUTIVE BRANDING?

The problem is that senior executives often communicate without making much of an impression. While they may do a decent job, they remain undifferentiated from other speakers in their market space. They stay out of trouble but don't actually say anything memorable. Or, they may be remembered for all the wrong reasons - a bad media quote, poor slides, annoying body language. Worst case: their communication is mistrusted and misinterpreted, achieving exactly the opposite of what they intend.

Executive branding is a new solution to this problem, and offers us a fresh perspective on issues of leadership and communication. The business reasons for executive branding are clear: studies show that the executives' reputation accounts for around 50% of the overall reputation of the company. This means that no company can afford to leave to chance the way that its executives are perceived by the public.

Research also shows that the executive brand has tremendous impact on employee loyalty and resilience. A brand can be defined as the premium that shareholders are willing to pay for the stock or the product. In tough times, the executive brand often makes the difference between devoted employees and fair weather friends.

While we know a lot about how to brand companies and products, few methodologies exist to help leaders brand themselves. Why should leaders go to the trouble of branding themselves? Let's look at what personal branding achieves for executives:

• DIFFERENTIATION: An executive brand differentiates you from others - it enables you to stand out among your competition and therefore be more memorable.

• CONSISTENCY: An executive brand ensures that you are consistent - that is, reliably the same in most situations, which creates trust with key audiences. People know what to expect of you, and you communicate from the same platform regardless of circumstance, whether announcing good news or bad news.

• CLARITY: When you have a brand, you stand for something. An executive brand leverages the power of clear non-verbal messages. It also helps you determine the verbal messages you want to convey.

• AUTHENTICITY: Lastly, executive branding allows a leader to speak with authenticity. Your executive brand communicates who you really are. When leaders speak with sincerity, they are much more persuasive than when they speak the party line. Communication feels effortless, not phony.

RETURN ON COMMUNICATION (RoC™)

A unique component of the Executive Branding™ Programme is the introduction of Return on Communication (RoC™). Building on the familiar measurement of ROI (Return on Investment), high ROC (Return on Communication) means that with every interaction, the speaker:

• meets one or more strategic communication objectives (e.g. changes perceptions, leads to action, informs or persuades)
• delivers clear messages that the audience understands and remembers
• enhances or reinforces his/her personal brand as well as the company's brand

Executive branding is one effective way to ensure that Return on Communication is high - namely that time and money spent on the communication effort actually translates into the desired business outcome.

MOTIVATIONAL INTELLIGENCE

A key component of the Executive Branding™ Programme is the Motivational Intelligence Module, which enables you to

• Understand the five Levels of Employee Commitment
• Determine the Levers of Motivational Intelligence
• Identify the Drivers of Brand Loyalty

INSPIRING PRESENTATIONS

Every leader needs to influence their audience - whether it is to convey vision to shareholders, build trust with customers, motivate employees to take action or inspire confidence in their chosen strategy.

The Inspiring Presentations Module teaches delegates about the ten principles of inspiring your audience like Obama does.

1. Setting the Scene
2. Communicating Confidence
3. Connecting with your Audience
4. Sharing your Identity
5. Personalizing your Message
6. Driving your Point Home
7. Painting Mental Pictures
8. Countering Critics
9. Selling the Benefit
10. Closing strong

KEY OUTCOMES

The Executive Branding™ Programme enables delegates to

• build Trust with your Audience
• motivate Individuals and Teams
• inspire Employees to embrace your Vision
• improve your Return on Communication (RoC™)
• rally an Audience to care passionately about Change

TARGET AUDIENCE:

This master-class is tailor-made for management at:

• Government Leaders at National, Provincial and Local Level
• C-Level Executives at Corporate Organisations
• Executive Managers at National and Local Sport Organisations

The author of the bestselling book "BrandOvation™: How Germany won the World Cup of Nation Branding", and the sequel "The Hero's Journey: Building a Nation of World Champions", Dr Nikolaus Eberl holds a PhD from the Free University of Berlin and a Postgraduate Diploma from The Johns Hopkins University, Baltimore. Dr Eberl headed the Net Promoter Scorecard research project on South Africa's Destination Branding Success Story during the 2010 FIFA World Cup™, and he is the co-author of the 2010 Brand Ambassador Program 'Welcome 2010' and chairperson of the inaugural 2010 FAN World Cup.

Date: 03 March 2011
Venue: BrandOvation Campus, Johannesburg
Cost: R3,750