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Corporate Brand Personality

Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity

Lesley Everett

Re-focus and re-align your organization's corporate culture to compete in today's business world, where trust, respect and strong values, are in increasing demand.

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EAN: 9780749471378

Edition: 1

Published: 03 Feb 2016

Format: 235 x 155

208 pages

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About the book

Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect and strong values. Moving beyond simply how products are marketed and perceived, it shows the reader how to lead and engage people at every level within the organization to ensure consistent engagement with brand values.

Including practical models to show how corporate culture and values can be managed and improved, Corporate Brand Personality also provides real examples and case studies from the Marriott Hotel Group and Water Wellbeing Group among others that show how people's behaviours can deeply affect brand reputation through all areas of the business. Incorporating a complete strategy from start to finish, this book will help the reader build visible leadership, project an authentic brand image and reinforce their company's values.

About the authors

Lesley Everett is an internationally acclaimed professional speaker and expert on Personal Branding and the human factor of corporate branding. A regular contributor to UK and US media, she has appeared many times on BBC News, Sky Business, CNN and CBS. She is an established author and Executive Brand Coach and was 2013-14 President of the Global Speakers Federation. Her clients include several Fortune 1000 companies, politicians and celebrities as well as the United Nations and Ministry of Defence. She was the first female speaker to be awarded the Professional Speaking Award of Excellence (PSAE) in the UK in 2010. Lesley is the creator of the globally recognised Walking TALL Methodology and is CEO of both Walking TALL Training & Consulting Inc. in the US and Walking TALL International in the UK. She is British and now lives in Monterey, California.

Lesley Everett

- Chapter - 1: What is happening and why;
- Chapter - 2: Internal culture becomes external culture;
- Chapter - 3: What causes people to behave in a particular manner?;
- Chapter - 4: Your brand outside;
- Chapter - 5: The global effect;
- Chapter - 6: The customer experience;
- Chapter - 7: How we can change our culture;
- Chapter - 8: How to apply this training for maximum effect;
- Chapter - 9: The results we can expect - real examples and case studies;
- Chapter - 10: What needs to happen from this point on for the business world to change?

Reviews

Andrew Murphy, Executive Director, Retail, John Lewis Department Stores

At John Lewis we believe our success and reputation is based on the trust our customers have in us to do the right things and do things right. That sense of trust comes almost entirely from customers' positive experience of our staff - experiences we work very hard to optimize. Lesley's book explores and articulates the under-pinning philosophy and practice of this approach in a compelling way which will, I hope, enable other leaders to unleash the power of their people to the benefit of their brand.

Sue Henley EMEA Head of Talent Development, Inclusion & Diversity CA Technologies

I have been fortunate to have worked with Lesley for over 10 years across the Financial and Technology industries. As a true leader in her field, she is engaging, enigmatic and passionate in driving real change where it counts.
Her ability to affect real cultural change in organisational brand perception and aligning this with individual's personal brand is key. In my view Lesley's success is driven by her ability to develop great personal relationships and her pragmatic approach to delivering the best results to achieve the desired outcomes.
This book is a must for anyone who wants to drive fundamental change at an organisational level or individually and I am sure will become the go to guide for anyone wishing to achieve this.

Lorraine Vaun-Davies – Associate Programme Director, London Business School

In a world of increasingly homogenous products & services the only key differentiator is the customer experience. The insights in this book make it a must read for those that want to understand how to achieve this

Penny Philpot Group Vice President Oracle Corporation

What people say about you as a leader and your company when you're not there to defend, can significantly positively or negatively affect business growth. The impact of a polished brand of a person and their behaviours cannot be underestimated. This book addresses this very subject in a most effective way, hence every leader of an organisation should read it.

Jane McLeod Vice President, Communications WABCO Vehicle Control Systems

....practical steps that lead straight to the heart of brand authenticity

Phil Jones Managing Director Brother UK Ltd

A must read book for any Leaders wanting to ignite their social engine, light up their brand and fire up their people.

Gabriella Driver Learning & Development Manager Post Office Ltd

Your corporate reputation is determined by what your customers experience when they engage with your brand. Your people are at the heart of your brand, so you need to ensure your culture is one where they believe in and represent what you want to be known for. Lesley's book will really open up your thinking to how you can achieve this in a practical and consistent way, and no longer leave your corporate brand wide open to interpretation.

At John Lewis we believe our success and reputation is based on the trust our customers have in us to do the right things and do things right. That sense of trust comes almost entirely from customers' positive experience of our staff - experiences we work very hard to optimize. Lesley's book explores and articulates the under-pinning philosophy and practice of this approach in a compelling way which will, I hope, enable other leaders to unleash the power of their people to the benefit of their brand.
Andrew Murphy, Executive Director, Retail, John Lewis Department Stores

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