Brand Leadership

All companies have a brand - the meaning customers attach to them and their offer.

They have a brand identity - name, logo, colours.

They have products and services that customers can buy.

And they have an intent to create value.

But very few lead with brand. Too many companies still lead with spreadsheets. They chase quarterly numbers, optimise in silos, and call it strategy. The result? A culture of internal competition, not cohesion. Teams fight for budget, not customer impact. Decisions get made to “hit the month,” not build the business. It’s uninspiring, short-term, and it rarely scales. Nobody rallies behind a margin target. And yet, this is still the default in far too many boardrooms.

When you lead with brand, you're not just running marketing. You're setting a clear, unifying direction for the business. One that helps every function - not just comms - make better decisions, faster. You’re answering one of the biggest strategic questions a company can ask: “What do we want to stand for in the minds of our customers - and how do we organise ourselves to deliver it?”

This is the essence of what I call "brand leadership". And in moments of change - when leadership teams need to align quickly - it can be the single most powerful unifying tool you have.

Brand is A Strategic Asset, Not Just a Symbol

Too often, brand is seen as a wrapper. A name. A logo. An ad campaign. A lick of paint at the end. A veneer.

But real brand leadership starts with strategy. It defines what makes you different and valuable. It clarifies who you're for and what promises you're committed to keeping. Done well, it becomes a filter for decision-making across functions - from product and pricing to people and purpose.

In short, it gives a business focus.

Why Brand is a C-Level Responsibility

At key moments in a company’s life, clarity and alignment matter more than ever. Think about these scenarios:

• New CEO or executive team – Brand gives them a credible mandate and a shared language for what the company is and what it’s becoming.

• New growth strategy – Whether entering new markets or launching new products, brand helps teams make smart trade-offs and avoid fragmentation.

• Scaling (or de-scaling) – Brand keeps the centre of gravity intact, even as operations evolve.

• New ownership – Brand becomes a valuable intangible asset that signals continuity, even as structures change.

• Post-M&A integration – Perhaps the strongest use case. When cultures, systems and customers are all in flux, a clear, shared brand can knit them together.

  
  

Brand is not a veneer. It's the glue. And when it's embedded at the top table, it shapes not just what you say - but what you do and how you grow.

From Alignment to Acceleration

Brand leadership aligns your people. Not with posters and purpose statements, but with a sharp articulation of customer value that’s real, credible, and distinctive. This kind of alignment doesn’t just feel good - it speeds up execution. It reduces second-guessing. It builds confidence inside and out. It inspires. It rallys.

It helps you say yes to the right opportunities - and no to the wrong ones.

Final Thought

Brand isn’t just marketing’s job. It’s leadership’s responsibility. It should touch all parts of a business.

In volatile, high-change environments, it’s often the only strategic thread that can run through every part of the organisation. If you’re navigating change - or leading others through it - consider leading with brand.

It might be the most practical strategic decision you make.