Let’s meet at the Crossroads of Vision, leadership and Brand. By Jessi LaCosta

You may ask – “Where is this crossroad? I don’t see it on a map…”

And that is precisely why we need to look harder. This crossroad has always been there – whether we see it or not. Just like a brand. It is up to us to manage it.

So now let’s say you have a vision – an idea of great purpose. You must get to a specific destination to bring this vision into reality. So you are facing a crossroads – which path do you take? You also know that if you could find a partner – someone willing to help – accomplishing this idea of great purpose may happen sooner. You are standing at this crossroad and a stranger comes along, stops next to you and has about 10 minutes before heading down a path. The stranger just wants change and is interested in where you’re going. You’ve just figured out your path, and you realize that the one the stranger is about to take is very long with many questionable turns. You also know that if this stranger were to join you, powerful things could happen. Yet, when you got to explain all this – the words come out scrambled. You know that if the stranger could just understand your strategy, your brand and head down the path with you, the outcome would be awesome. So, how could you have articulated your idea of great purpose – your vision so that this stranger would have followed? What about Vision and how does that lead to Brand?

Brands are merely perceptions of and experiences with an organization, person, product or service. They are built by how that organization, person, product or service lives up to its promise- promises that stemmed from vision. Brands are more than slogans and logos. They are the concepts – the essences behind this organization, person, product, or service. Brands are also about the value that others receive by being in connection with this organization, person, product, or service. Leaders have brands – and they reflect on the leaders’ values, promises and visions. Without good articulation and implementation of vision by the leaders, followers can be unsure and wavering. More than that, the followers begin to craft their own version of the leaders’ brands – often with perilous results. So back to that crossroad. If by chance before the stranger came up you, you had asked yourself three things and prepared genuine answers, would you be able to guide the stranger to a better path? I say probably so. What would that moment have looked like – before the stranger arrived?

- What are my three best attributes – and how can I share them with others?

- What is my primary goal with this great idea of purpose – and how can I make it happen?

- How will achieving this goal impact others – immediately and than in the future?

Just by answering these you have begun to define the destiny so much better, you will be able to lead because you can articulate:
1. Your personal brand
2. Your mission
3. Your Vision
And when you lead with your vision and deliver on your promises – you develop your authentic brand. This is the platform for articulating great things and being the leader that others WILL follow.

Great leaders are more than focused. They are more than passionate. They have vision. They deliver on their promises. They have an authentic brand – and they manage that brand brilliantly.

Jessi LaCosta is one of the leading authorities focusing on organizational effectiveness through Brand Leadership Coaching, Visioning and Strategic Planning for nonprofits as well as other mission-driven organizations and leaders.

For over eight years, Leadership UB has provided leadership training and opportunities for service and reflection to University of Baltimore and the surrounding community. To find out how you can get involved, visit www.ubalt.edu/leadership or e-mail leadership@ubalt.edu.