1. High-Impact Leadership: Train Managers to Craft Their Leadership Brand
Build a service-oriented leadership brand to differentiate capabilities and elevate professional influence.
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2. Train your managers to craft and live their leadership brand
Leadership branding melds organizational and personal branding. Help leaders use their brand to improve organizational reputation and customer reach.
Learning and Development leaders who are responsible for providing training as a part of a leadership development program.
Organizational trainers who are tasked with creating training content and/or delivering it to participants.
Anyone interested in learning how to craft and live a leadership brand.
Make the case for training managers on how to craft their leadership brands.
Prepare to implement High-Impact Leadership: Leadership Branding training.
Deliver the High-Impact Leadership: Leadership Branding training to managers.
Evaluate the success of the training.
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3. Leadership branding creates the opportunity to serve stakeholders while achieving personal growth
Leadership branding exists in the space between organizational and personal branding, capitalizing on the merits of both.
Leadership branding creates the opportunity for better customer reach and an improved reputation for the leader and the organization they work for. Leadership branding training teaches leaders how to create organizationally aligned brands that positively represent their authentic leadership skills.
Managers have leadership brands, but they are outdated or unmanaged. Regardless of whether the leader is conscious of their brand, others are reacting to it everyday. This leads to brands that are incorrect and ineffective, which poorly affects the manager’s reputation.
Organizational brands are becoming less and less appealing to consumers, as they become distrustful of big corporations. Instead, consumers seek the opinions of the “average Joe” or other individuals.
While leadership training is the #1 priority for 2014, many organizations still struggle to get adequate funding for training initiatives.
Source: McLean & Company’s HR Trends and Priorities for 2014
Leaders must be trained on how to create and use leadership branding effectively in order to create an effective brand that has both organizational alignment and customer appeal.
They need to create a brand that is authentic and allows them to thrive, so that the engagement of leaders can improve.
Leaders also need to be trained in how to move beyond the branding statement and actually live their brand in their day-to- day lives.
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4. Guided Implementation
McLean & Company offers various levels of support to best suit your needs
Guided Implementation
“Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.”
DIY Toolkit
“Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.”
Workshop
“We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.”
Consulting
“Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.”
Diagnostics and consistent frameworks used throughout all four options
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5. What are your unique strengths, values, and experiences?
Familiarize yourself with McLean & Company’s approach to crafting a leadership brand
Competencies
What leadership competencies do you have that align best with organizational values?
Differentiators
What are your unique strengths, values, and experiences?
Service
How can you use your competencies and differentiators to bring stakeholders more value?
Growth
How can you serve in a way that allows you to develop in areas that you’re interested in?
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6. Sample Slides
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7. Leadership Development Effectiveness
Although leadership development is a priority, most programs fall short
Most organizations believe their current leadership development is ineffective.
Failure to support leadership development can negatively impact profitability and employee retention.
Organizations have three main issues that can be rectified with leadership training:
Succession Planning Gaps Many organizations have a succession plan, but fail to train the upcoming talent to fill the gaps when they are vacated. When a vacancy opens, many organization have to look to outside talent, which can be expensive because they have failed to train their own.
High Turnover A key driver of turnover is poor leadership. There may be high turnover in the organization or just a department; either way you need to identify the leadership weakness in those areas and develop the individual in the lacking leadership skills.
An Inability to Complete Strategic Initiatives Leaders need to be able to complete strategic goals for the organization. Leadership training will enable managers to complete key projects in a timely fashion and with maximum buy-in.
Leadership Development Effectiveness
Source: McLean & Company, 2014, n=502
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8. Without a good brand, leaders risk being overlooked or misunderstood.
Managers have brands, whether they’re managing them or not – don’t let them miss an opportunity to have the right one
Here’s why managers need a brand overhaul:
Their brand isn’t consistent and makes people confused about who they are as a leader.
Their brand doesn’t align with who they are or what they want to do.
They feel that their value in the workplace is underestimated.
They try to be all things to all people, and exhaust themselves managing different stakeholders.
Without a good brand, leaders risk being overlooked or misunderstood.
The benefits of branding:
Both individuals and companies can establish a greater reach with customer/consumers.
Helps facilitate strong relationships with customers through individual leaders which is likely to contribute to stronger customer loyalty, increasing revenue over the long term.
A strong organizational leadership brand positively affects an organization’s reputation, by adding credibility and expertise.
Branding helps make leaders self-aware, so that they can be more conscientious of their impact on their direct reports and within the organization in general.
Branding also allows leaders to invest in their own growth and identity, which will make them more engaged when dealing with others.
If you’re not managing your brand, someone is doing it for you.
- Robin Fisher Roffer, Founder and CEO of Big Fish Marketing
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9. McLean & Company Helps HR Professionals To:
Empower management to apply HR best practices
Develop effective talent acquisition & retention strategies
Build a high performance culture
Maintain a progressive set of HR policies & procedures
Demonstrate the business impact of HR
Stay abreast of HR trends & technologies 
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" Now, more than ever, HR leaders need to help their organizations maximize the value of their people. McLean & Company offers the tools, diagnostics and programs to drive measurable results."
– Jennifer Rozon, Vice President, McLean & Company
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