Question

Topic: Branding

How Not To Convey Leadership?

Posted by D Broflofs on 5/7/2010 at 1:49 PM ET 1000 Points
at the organization that I work for, we come off as being arrogant by referring to ourselves as "leaders" on our website, in our brochures, etc.

We have a big focus on community leadership, but our management is opposed to trying to convey this in a traditional marketing way (showing how we are leaders rather than keep saying that we are leaders)

I'm looking for external research (blog posts, pdfs, etc) on anything regarding how actually using the words leadership is not effective.

I have tons of articles of the best ways of conveying leadership, but nothing on "What not to do" when trying to position yourself as a leader. Specifically I'd like information on why its bad to "talk your organization up" all the time.

We really are trying to avoid looking arrogant in our marketing, but our management is kind of arrogant and without being able to show them "proof" they won't listen to reason.
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RESPONSES

  • Posted by mgoodman on 5/7/2010 at 3:12 PM Accepted
    Insecure leaders feel the need to pin the "leadership" label on themselves because they have self-doubt. They're afraid others might notice that they really are not good leaders, so they seek to reassure themselves by "waving the leadership flag."

    The way I would deal with this from a marketing standpoint is to remind your management that you (and they) need to focus on the company's main benefit to its customers -- the way you address the important unmet need that keeps your customers awake at night. (Hint: Customers are not worried about the fact that they don't have a leader.)

    If you can get them into the mode of "scratching the customers' itch," you have a chance to get them off their own insecurities.
  • Posted by Jay Hamilton-Roth on 5/7/2010 at 4:02 PM Accepted
    Instead of showing what you've done, show what your clients have achieved because of you. Great leaders inspire but showcase those around them. By saying "me-me-me" or "us-us-us" it shows (to me) immature leadership (or at least, ungrounded leadership). Win because of great associations, case studies, and confident statements. Don't self-pin expert labels on yourself. If others provide that via testimonials, that's fine.
  • Posted by D Broflofs on 5/7/2010 at 4:40 PM Author
    The evidence that we are being arrogant is clear in our writing style. We talk about our community leadership, how we are thought leaders, always putting ourselves first.

    I am looking for research showing that this is a bad idea. Management thinks it is a good idea, but I feel that if we continue this way we will alienate the customers we serve and they will see us as arrogant.
  • Posted by Jay Hamilton-Roth on 5/8/2010 at 8:23 AM Member
    Perhaps read: The Secret Language of Leadership: How Leaders Inspire Action Through Narrative by Stephen Denning.
  • Posted by Harry Hallman on 5/8/2010 at 11:32 AM Member
    Maybe you should start trying to prove your point, instead of disproving it. You can say you are a leader if you really are. Someone gave you the answer above, focus on the customer success, or your efforts with community programs. Let them see you are leaders and saying it will not be a problem.

    Leaders lead and are not afraid to make it clear they are the leaders. They stay that way by proving it. I bet Alexander the Great didn't mind saying he was leader, as long as he proved it on the battle field.
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