Communication is the lifeblood of every organization. It must be promoted and championed by the leader. Companies are handicapped by poor communication, and their brand is tarnished by underperformance. If a company’s brand is tarnished, so is the brand of the leader.

What do your communication skills say about your leadership brand?

You see, how a leader communicates reflects on their character and competence. Clear enunciation, authoritative delivery and considerate expression all help form a solid brand. In addition, communicating with emotional control and professionalism forges trust with those you lead. They feel secure, knowing they’re in good hands.

When this topic comes up with my coaching clients, we discuss how the best leadership communication is based on facts, not speculation. Speak knowledgeably and objectively to gain credibility. Wishful emotion and baseless assumptions don’t build a brand.

Credible leaders muster the most influence because they gather the most followers. If you do your homework and prepare thoughtful statements, delivered with insight and diplomacy, your leadership brand will be boosted.

A leader’s communication style hugely impacts the standing of their brand. Good communicators explain things well. They speak in brief segments to avoid confusion and summarize significant points to help everyone get on the same page. Your employees will benefit and their engagement will be heightened when you communicate well.

Ask questions to make sure your listeners grasp your message. Also, be open to questions from your audience. This conveys a desire to meet their needs and helps them participate in the dialogue. The goal is not to simply get a message out into the open, but to add value to your people by giving them information they need.

Speaking skills need to transfer to large group sessions as well, according to Dianna Booher in Communicate Like a Leader: Connecting Strategically to Coach, Inspire, and Get Things Done (Berrett-Koehler, 2017). Having a positive, authoritative presence builds an admirable brand. Your people are looking for hope and security in what you say, even if the news is difficult. Putting their interests first positions you to be highly regarded and branded well.

What do you think? How does your communication impact your leadership brand? I’d love to hear your thoughts. You can reach me here and on LinkedIn.