Living with integrity – its impact on our leadership and brand

Living with Integrity can be tough.  It’s  how we behave when no one is watching, will we live our values or are we going to sell out or compromise.  Knowing that every time we do we are the one that pays the price.  Even if no-one else is watching or ever finds out, we know and our opinion of our self takes the hit.

And if people do find out, what’s the immediate and long term impact for us as an individual and the brand or company we lead?

Golf legend Tiger Wood’s much publicised fall from grace is an example of the catastrophic consequences a business can face when its brand is found to be inauthentic.  The recent stories about the private life of the world’s No.1 celebrity golfer expose a huge gap between the perceived values of the Tiger Woods brand and those of the man himself.

As a leader and as a business we are all judged on whether we live up to the values that are associated with our brand.

Values driven leadership is about ensuring you live up to your values and the values promised by your brand.  After all your customers and employees have bought in to your brand and what you stand for. Your behaviour and the behaviour of your employees then should also reflect the values of the brand.  Of course if the values are what you’d like, rather than what is real then this becomes a challenge to sustain.  So it is important to ensure your brand does not promise something you no longer believe in or cannot deliver.

If your values are aspirational then acting with integrity is going to be a serious challenge.

Every day we’re faced with choices, decision points, where we can uphold our values or not.  At work we can be asked to do something ‘for the good of the company’ and yet we know that it’s against the company’s or our values.  It’s a short term win and another nail in the coffin of that particular value that’s just been over-road.  We may wish to behave differently but go along with it to keep our job.

Consistently acting against our personal values undermines our self confidence and self esteem.  Keep this up and eventually we don’t feel good about ourself and neither does anyone else.    Being consistently asked to act against the corporate or brand values begs the question how real are they and what problems are being stored up for future.

Let’s go back to the challenge facing Tiger Woods, now he has to re-build his brand so he can move forward.  Some people I’ve talked to say it’s not possible.  I think there is hope.

After all, authentic leadership is about who you are being as much as what you’re doing.

What do you make people feel?

I love the BMW Joy advert.  From a branding perspective they’ve summarised what they believe they’re about.

What I really like is the bit where they say… ‘we realised what you make people feel is as important as the thing you make’ or words to that effect. I even spoke back to the TV, saying how true that statement was – and it is rare I am moved to talk back to the tele.

Now of course comes the challenge of getting that feeling of Joy into their dealerships.   Yes the cars when you drive them bring a feeling of Joy (I’ve had one and did enjoy driving it).   The dealership staff though never left me even close to Joy; unless you count when they handed me my keys back and I found that this time they hadn’t damaged the car.  Fortunately the fourth dealership and a commute later and I found one that didn’t think damaging your car was a normal side effect of a car service.

Having been this clear about their corporate statement then it has to be felt at every touch point.  Let’s hope they’re working on this so that something this powerful doesn’t just become a gimmick.

As a leader can you articulate your brand ethos so succinctly, your purpose, do you know how people feel when they’re with you and when you’ve just walked out of the room?

In a nutshell…Who you are, what you stand for and how you make people feel, are as important as the ‘thing’ you sell.