Foster Your Ethical Brand Reputation

Connect Magazine Feature

By Linda Fisher Thornton

Connect Magazine invited me to weigh in on why ethical brand reputation is so important and how brands can build and foster stronger images.­

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In this article I share practical advice on protecting ethical brands and five top leadership trends I see unfolding in 2020. 

It’s worth a read for those who want to use the time during the pandemic to figure out how they can build a stronger company and a stronger brand that is ready for an uncertain future. 

“While we would like to think that we are in control of our brand image, it is really shaped by our ethical choices… To build and foster strong images, brands can activate and amplify their values.” 

— Linda Fisher Thornton in Connect Magazine

Important questions answered in this Q&A Feature: 

  • Why is it important for every brand to have a strong, consistent image today?
  • What are some of the ways brands can build and foster stronger images?
  • What leadership trends do you see unfolding?
  • What’s the theory behind your “7 Lenses” philosophy?

Read the Q & A Feature in Connect Magazine (page 13, the last printed page before the back cover)

After reviewing the insights in the feature article, share your own ideas in the comments. You’ll find additional curated resources on ethical brands below.  

More Curated Resources on Ethical Brands:

Ethical Branding: A Guide For Creating More Ethical Brands, thebrandingjournal.com

The Impact of Ethics on Brand Reputational Value, lighthouse-services.com

Product and Brand, Markkula Center For Applied Ethics, scu.edu

How Should Ethics Factor Into Your Brand Identity? Serenity Gibbons, forbes.com

Click the cover to read a free preview!

LeadinginContext.com  

©2020 Leading in Context LLC

“While we would like to think that we are in control of our brand image, it is really shaped by our ethical choices… To build and foster strong images, brands can activate and amplify their values.” 

Where Ethics Should Be

By Linda Fisher Thornton

We need to be talking about where ethics should be… how and where it fits into real life. Too many leaders and organizations have crossed ethical boundaries and that seems to be all we’re seeing in the news headlines.

Starting the Conversation

When ethics is central to our decisions and actions, we are more likely to make good choices. To make that happen, we need to be talking about where ethics should be in a leader’s day to day schedule and an organization’s infrastructure.

  • How should ethics factor into an organization’s strategic plans?
  • How can we emphasize it in performance feedback and rewards?
  • Where should it be in monitoring and reporting?

If we aren’t having these conversations, we may have gaps in how we’re handling ethical prevention that can result in unexpected high visibility mistakes.

Places Where Ethics Should Be 

Organizations that tap into the power of ethical brand value and actively seek to prevent problems do more than talk about where ethics should be. They live it by making it central to their operations.

Here are some important conversation starters about where ethics should be in your thinking, your schedule and your goals and plans for the future:

Beyond the Shelf (not just in codes and manuals)

Plans and Strategy

People Management

Company Values 

Executive and Leader Development

Top of Mind (not afterthought or damage control)

Rewards and Promotions

Employee Hiring

Leader Expectations

C-Suite Behavior and Actions

Bringing ethics to life in an organization requires a systemic approach and powerful ongoing conversations. Where else do you think ethics should be in day-to-day leadership?

 

 

 

 

Click the cover to read a free preview!

LeadinginContext.com  

©2018 Leading in Context LLC

 

 

 

 

 

Why Ethical Thinking Matters (Part 4)

By Linda Fisher Thornton

To celebrate 7 Lenses going into its second printing, this is the fourth post in a special series focused on Why Ethical Thinking Matters. In case you missed them, here are the previous posts in the series: Why Ethical Thinking Matters (Part 1),Why Ethical Thinking Matters (Part 2),and Why Ethical Thinking Matters (Part 3). Use the fresh perspectives shared in this series to guide your talent development plans for 2018.

You may already realize that ethical thinking is important, and if you do, I ask you to spread the word. To help you champion the cause in your organizations and on social media, I have included the business case below.

Ethics is an important part of brand value, so leaders need to be ready to model, implement, interpret and teach it. Teaching something to others and guiding them as they apply it requires a much higher level of skill than applying it only in one’s own work. To carry the company’s ethical brand value (EBV) forward, leaders will need to have mastered ethical thinking so they can guide others in how to use it. They will need to understand how ethics drives the economic engine of the company and the risks of a single ethical mistake that can reduce the company’s brand value in minutes. 

Leaders are ethical brand ambassadors. They need to be able to handle ethical challenges themselves, AND teach others throughout the organization

To be ready for the higher level requirements of  being an Ethical Brand Ambassador, leaders need clear ethical thinking. Here are some of the business reasons why that is so important:

Brand Value and Reputation Directly Impact Financial Results

“A business’s most valuable asset is its good name, its brand and reputation. In a recent survey released jointly by the World Economic Forum and the Fleishman-Hillard public relations firm, three-fifths of chief executives said they believed corporate brand and reputation represented more than 40% of their company’s market capitalization… Strong brand reputational value equals greater profits.”

Alexander F. Brigham Stefan Linssen, Your Brand Reputational Value Is Irreplaceable. Protect It! at Forbes.com

Ethical Business is A Powerful Consumer Trends

“…more sustainable, ethical, healthier modes of consumption that we’ve been tracking for years.”  

Trendwatching.com

Leaders Guide Employees to Ethical Action

“Leaders ought to be a crucial source of ethical guidance for employees and should at the same time be responsible for moral development in an organization.”

Mihelič, Lipičnik, and Tekavčič, in the International Journal of Management and Information Systems

Ethics is the Heart of Brand Value

“In order to retain credibility, branding needs ethics at its heart”

Joshua Jost, Is Ethics the Saviour of Branding? Ethical Corporation

Keeping ethics at the heart of brand value relies on leaders who do more than just understand ethical thinking and action – they also need to live it and teach it to others throughout the organization. 

Read the Next Post in the Series: Why Ethical Thinking Matters (Part 5)

Top 100 Leadership Blog

 

axiombronze

 

 

 

 

 

 

 

LeadinginContext.com  

©2018 Leading in Context LLC

Ethical Leadership Interview on Culture Hacker Podcast

By Linda Fisher Thornton

I am delighted that Shane Green, author of Culture Hacker, invited me to be a guest on his podcast to talk about ethical leadership and culture. 

Creating Culture

Culture is what we make of it. As leaders, it’s our job to make it an engaging, ethical, high-trust environment where people can do the very best work of their lives. And while we’re doing that, the world is watching. 

Values Made Visible

Trendwatching.com explains what has happened to culture in a socially connected world: 

“Once, your internal corporate culture was just that: internal. But now that a business is a glass box, there’s no such thing as an ‘internal’ culture.”                  — “Glass Box Brands,” Trendwatching.com

Our organizational culture has become our message to the world about what we value.

Culture Hacker Podcast

Click here to listen to the podcast as Shane Green and I discuss how ethical leadership can transform your culture (and your bottom line).  

Top 100 Leadership Blog

 

axiombronze

 

 

Click the cover to read a free preview!

 

 

 

LeadinginContext.com  

Unleash the Positive Power of Ethical Leadership®

©2017 Leading in Context LLC

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