9 guidelines to ensure you don't damage your executive brand in a time of crisis

When times are tough it's easy to get caught up in the drama of what's going on and forget about long term goals. Social media black holes, anxious changing of direction with your team along with negative and repetitive news cycles, all contribute to us feeling out of control.

And right now, times feel tough indeed. If you're not worried about long term unemployment, or your client pipeline drying up, you're likely at the other end of the spectrum of being overwhelmed with busyness as your organisation tries to cope with the huge influx of work! 

I'm worried too.

One question I've been asked over again is "should I stop my executive branding efforts during this time?" 

And my response is "Heck no! If you're a leader worth your salt, it's not optional, but necessary. Keep your executive brand front and centre and it will help you not only to play above the line but to stay in service as well."

MAKE IT OR BREAK IT

In critical times you have the opportunity to make or break your executive brand. In fact, your staff, your clients or your stakeholders are waiting for you to step up and take the lead in order for them to take their cues from you.

"Be strong, Be kind and unite against COVID-19" - Jacinda Ardern

If you are able to do so in a manner that is congruent with the brand you have been building for yourself over the past few months, you will feel much more confident and lead more effectively as well. 

Unfortunately getting it wrong could have even worse consequences simply due to heightened emotion. Pejorative labels like carpet bagger and opportunistic spring to mind and definitely leave a bad taste.

So I've collated insights and recommendations to bring you nine guidelines to ensure you don't damage your executive brand while the proverbial is hitting the fan.

1. Acknowledge the crisis. If you keep posting, sharing or communicating with your staff as if nothing has happened it will look like you don't care. Show compassion and use empathy. Utilise the three feminine superpowers - active listening, clear communication and emotional intelligence. Apply liberally as required.

2.Take the self out of self-promotion. Fewer selfies, branded photos of yourself etc and far more issues rich conversations about how to navigate within the context you're in. This is particularly important for women as the narrow stereotyped norm for women is that we help others selflessly. Therefore the potential for backlash is far greater if we are perceived to get it wrong.

3. Get on the front foot. Let your staff, stakeholders and clients know how your business is affected and what you will be doing about it. Don't leave people wondering. On that note, I've postponed the Women of Impact Canberra Leadership Retreat until July along with extending the special offer rates for those who were keen. Details to come when the dust settles. 

4. Avoid sharing COVID-19 articles unless they are directly related to your industry or critical information for your staff or clients. Leave that to the experts. Avoid adding to the drama, (mis)information or political minefield, unless that's the function of your role or organisation.

5. Instead, stay on brand and play above the line. When we play above the line we're operating in the domain of "I create my own destiny". Ask yourself the following -

• What would be keeping my CEO/Board chair awake at night?
• What does my audience need from me?
• What's the leadership issue at play here?

And communicate or share in alignment with that.

6. Keep it educational - especially if your sector or staff are strongly effected. How to messages and notes keep people focused especially if it's something practical and in alignment with their current needs.

7. Be in service. Reflect on your expertise that might help others at this time. i.e. you could host a luncheon webinar for staff or write an article on your experience with remote working, managing a remote team or using future of work technologies, if that's something you know about.

8. Stay visible, now more than ever. Trustworthy leaders and organisations don't go into hiding, ever. Definitely stay visible to your staff and stakeholders. But in terms of your career, while flexibility might level the gender equity playing field, out of the office is definitely out of sight and potentially out of mind. Be sure to manage up effectively so your voice and input can be heard at the decision making table. After all, now more than ever organisations need the immense benefits of diverse perspectives at the decision making table. It's not selfish, it great for business.

9. Look after yourself (maybe most important). Remember, no-one promotes the worn out, stressed out, hard working executive working at home, who made herself ill while prioritising everyone else. Look after yourself so you can be there to look out for others in the long run.

>> YOUR THOUGHTS? DM me with your ideas. I'd love to hear from you.

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• Amanda Blesing is a leadership coach for busy executives
• She frequently helps C-suite executives to lead through turbulent times, without losing sight of themselves or the big picture
• Head over to www.amandablesing.com or DM to get in touch

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