Brand Leadership requires consistency and commitment to Performance, Behaviour and Communications
Brand Leadership requires consistency and commitment to 3 things
Almost every business would like to be a leading Brand. No one likes to be lagging. At the very least, we would like to be competitive. To be a competitive or leading Brand in any sector, there must be consistency and commitment to 3 things. Business and Brand Performance; Business and Brand Behaviour as well as Business and Brand Communications.
Performance – The quality of your products and services; How well you deliver on your obligations and meet your commitments.
Behaviours – How you manage your customers, employees, customers and regulatory relationships.
Communications – The narrative around your Brand and the quality and content of information that is in the public domain about your business and brand.
Brand Performance
Performance is non-negotiable. To be a leading Brand, you need to be on top of your game in terms of meeting your obligations; meeting market, customer and stakeholder expectations and delivering as promised. Tangible delivery with hard results is what keeps any business or entity on the leaders table. Performance and delivery is a necessary requisite to be a leading Brand.
Some business owners spend a lot of time on packaging the visual identity and expression of their Brand – ensuring it is seen in the right places and marketing it actively and thinking that it enough to position the Brand as the leader in the sector. Brand visibility without performance to back it up will eventually backfire. Customers would be very disappointed if the delivery of the Brand does not match the marketing.
Particularly in the tech sector, this is a major problem, where many start-ups focus on big bang brand launches and loud market entry announcements without fixing the bugs in their platform or setting up a good customer complaint or help desk system. It is better to delay your campaigns until everything is fixed and your marketing matches your operational delivery and process efficiency before going to town to market a value proposition that is unsupported in practical terms.
Brand Behaviour
No matter how good your products, services, operations or offerings are, if you mismanage your relationships (customer, regulatory or societal) eventually, something bad will happen to kick you off the top spot of the leader league in the market.
Brand Communications
Also even if you do everything well and excellently and hit all your targets in terms of production, operations and manage relationships well, if you do not actively and intentionally engage and communicate to promote your Brand … it will eventually drop from the top spot – especially in a highly competitive market. Unless you are a monopoly or a government supported entity.
To be a leading Brand means you lead in every area – not just in performance but also in communications. If another Brand is leading in communications over and beyond you in the market- that means you are not really the leading brand 
To be the undisputed Leading Brand in your market or sector – you MUST Lead in all 3 areas
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