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Is Your Leadership Page Your New Logo?

One of the first things we do when we think of working with a new business, whether it’s a prospective client or a new vendor, is we check out the About Us tab on their website. You can glean a lot of evidence there, providing the business knows enough to publish it there. For instance, you can get a quick overview of the company, learn about its history or what kind of awards and recognition it has received. Very often, there is an overview of the leadership team. That page is full of information. Do they have separate people filling the roles of VP of Sales and VP of Marketing? Or do they have one person wearing both hats? That tells you something. Looking deeper into their bios or LinkedIn profiles, you can discern whether they’re naturals in their job positions. You can also tell who seems ill-suited for their current role. Of course, all this information has to be taken with a grain of salt. Websites hardly ever tell the whole story. But it can help you prepare your approach when you start to engage. We all know that doing business in the Covid-19 era is going to differ significantly than in prior times. But the racial unrest of the past few weeks has also delivered a meaningful change. And it all has to do with that Meet-the-team page.

Because from now on, a company’s brand identity is going to be tied to that page with all the executives’ head shots. People are going to look more carefully at that now. They’ll be assessing: How many women? How many people of color? Do they seem, at least, as if they’re trying to diversify their management team? Are they doing their part to combat institutional racism? Are they dismantling the glass ceiling?

At least in the immediate future, this page will be as important as the company logo. It is, after all, the very face of the business. What people learn about a business here, in a nanosecond, will carry as much weight as anything else on the website … maybe more.

Diversification and justice in the workplace are becoming non-negotiable features when customers make their purchasing decisions. They are factors that top talent considers before accepting or politely declining your job offer. In fact, this array of photos plays an ever-growing role when you engage with any constituency within your market. Make sure they get the right picture. Your brand identity depends on it.


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61 Ways To Differentiate Your Brand
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NASCAR driver Denny Hamlin adds National Civil Rights Museum logo to car for Talladega race
Another step in the right direction

The University of Virginia is changing its athletics logo over links to slavery
They’re changing it exactly two months after approving it. Still, I predict zero backlash over this.

Leading In a Downturn
When the going gets tough …

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