Your Leaders Are The Future Of Your Brand

Transcript

1. YOUR LEADERS ARE THE FUTURE OF YOUR BRAND.
2. Steven Bartlett • 2nd biggest podcast in the world. • Youngest ever on Dragon’s Den. • Over 10 million followers. • A book that has sold over a million copies.
3. Steve
8. WHY? THERE WAS NO BUSINESS PURPOSE.
10. PEOPLE BUY FROM PEOPLE.
11. Ash Jones Personal Brand Manager
12. Steven Bartlett • 2nd biggest podcast in the world. • Youngest ever on Dragon’s Den. • Over 10 million followers. • A book that has sold over a million copies.
13. MY ONE KPI: MAKE SOCIAL CHAIN FAMOUS.
18. The biggest companies in the world are investing in their leaders.
20. Why In Good Company exists taps into the way the world is shifting. People are the future of brands.
21. Why? Trust in brands and corporations is declining. 71% say they trust brands less than a year ago. The problem? Execs believe people do, but the people disagree. Only 30% of consumers trust the companies they buy from - despite 90% of execs believing they do.
22. SO WHO DO PEOPLE TRUST?
23. Your Brand The People Flywheel People trust people. People stay for people. People follow people. People work for people. People learn from people. People buy from people.
24. THIS ISN’T NEW INFORMATION. WE ALL BELIEVE IT. WE ALL BUY INTO IT. WE ARE ALL TRYING TO EXECUTE ON THIS IN OUR COMPANIES. THE PROBLEM…
27. THE CONTENT GENERATION GAP ASH - 37 CLAUDIA - 30 KEIRA - 23
28. WHAT PEOPLE ACTUALLY WANT FROM LEADERS: 1. THEM TO BE THEMSELVES. 2. THEM TO CREATE SOMETHING PEOPLE CARE ABOUT.
29. HOW DO YOU GET THEM TO BE THEMSELVES?
32. HOW DO YOU MAKE SOMETHING PEOPLE CARE ABOUT?
33. My 4 Great Content Principles: 1. Does the world near to hear this from me today? 2. Am I repeating the news or adding another lens? 3. Should I be saying this? 4. What does great content look, feel and sound like on the platform I’m playing on?
34. Key Takeaways: 1. Help your leaders to be themselves - give them guardrails. 2. Create something with them that people will care about. 3. Understand the platform you’re playing on. 4. Make it a collaboration between you and them.
35. It has never been more evident that your leaders are your brand. And with the right support (guardrails). And the right execution (principles). Your leaders can become your greatest asset.