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It can be safely said that most organizations that think they have a branding problem really have an integrity problem – only they don’t know it.
Branding through integrity means addressing all three parts of the integrity question head on:
1. Are we being honest?
2. Are we demonstrating organization soundness?
3. Are we telling the “whole” story?
As important as it is to answer the integrity question in full, it is equally important for companies to operate with all three parts of integrity intact. The elements of integrity – ethical behavior, soundness and wholeness – reinforce one another. They are all expressions of identity that, in many ways, form a self-sustaining system. Lose one part and the system fails. Together, the system gets stronger with time.
Author: Larry Ackerman
Source: CEO Refresher
Subjects: Management, Marketing / Sales
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