Written by
May 17, 2023
Mallika Malhotra
What is their secret?
And how can we discover the secrets to becoming an exceptional brand leader like them?
If you’re ready to be seen as the authority in your industry, this blog post will reveal the key factors that separate exceptional brand leaders from the rest. By understanding and implementing these seven key criteria, you’ll be equipped to elevate your own brand leadership skills.
Are you ready to next level your brand and become a true leader in your industry? Let’s crack the code on what seven elements are required for Brand Leadership!
1. Purpose — Want to create a brand that people will love? Then you must have a clear mission that is the driving force behind everything you do. A strong brand purpose speaks to the change you want to make in the world, tapping into emotions and connecting with people on a deeper level.
Example: The shoe company TOMS has a purpose of “improving lives.” For every pair sold, a pair is donated to a person in need. This not only attracts customers who want to make a positive impact through their purchases but has created a strong sense of shared mission and passion within the company.
Takeaway: Your mission statement matters! Leading brands have a juicy “why” that goes beyond their products and services, and they’re not afraid to share the change they want to create.
2. Values — Your brand values are what you stand for and what you believe in.They are your guiding principles that inform the decisions you make about your business from the products/services you launch to the social media you post. When your values align with your audience’s values, magic happens, and you create a powerful connection that leads to long-term brand loyalty.
Example: Ben & Jerry’s ice cream is known for its company’s commitment to social activism. They use their brand as an agent for change, supporting causes such as climate justice, racial equity, and fair trade. These values are not just marketing tactics to B&J, but are deeply embedded in their business practices which has earned them a loyal fan base who are also committed to these issues.
Takeaway: Put a stake in the ground with your values and share what you believe in so that you can attract others who are in alignment. Ensure that your values are demonstrated in all your marketing touch points from your client experience to your website copy to your team culture.
3. Differentiation — What makes your brand unique and sets you apart from your competitors? Your differentiation is the special sauce that helps you stand out in a crowded market, whether it be a unique product, service, background, story, or set of values. Leaders know their distinctive value and go all in on their competitive edge.
Example: The cosmetic brand Anastasia Beverly Hills is known for its expertise and focus on eyebrows. The brand offers a range of products including eyebrow pencils, pomades, gels and professional-grade tools. With this emphasis, Anastasia Beverly Hills has become a go-to brand for women seeking to enhance and define their eyebrows.
Takeaway: If you want to be seen as the authority, focus on identifying your specialization. Brand leaders don’t have a cookie-cutter business but are niched in an area that’s memorable.
4. Consistency — Consistency is key when it comes to brand leadership. Your brand should have a harmonious look, feel, and voice across all touchpoints. Why? Because this creates a sense of familiarity and trust with your audience.
Example: I can’t think of a more consistent brand than the iconic Coca-Cola. Of course, the red and white logo, classic bottle shape, and distinct flavor have remained constant for decades, but their familiar advertising campaigns and messaging have also been kindling feelings of happiness, togetherness, and refreshment to their worldwide customer base for years.
Takeaway: Develop brand guidelines that outline your consistent visual elements such as colors, typography, and logo usage. In addition, establish a clear brand voice and tone by keeping a content bank, so all of your key messaging elements are in one place. This way you can make sure you’re using consistent language when writing content for your brand.
5. Innovation — To be a leader in your industry and stay relevant, you need to be constantly creating, launching, and innovating. This does NOT mean you need to reinvent the wheel, but it does mean you need to be willing to try new things and take risks!
Example: Rent the Runway is an innovative platform that has disrupted the traditional retail industry by offering users the flexibility to rent, subscribe to, or purchase designer apparel. This smart and fun solution has created raving fans among women who want a sustainable alternative to traditional clothing consumption and access to a rotating wardrobe of high-end designer pieces.
Takeaway: Don’t be afraid to explore new avenues that may enhance your brand’s reach, including new technologies. Stay informed about emerging trends that are relevant to your industry by attending conferences, industry events, and workshops.
6. Authenticity — Audiences can spot a fake a mile away, so don’t pretend to be someone you’re not. Instead, be an authentic representation of your true self and your brand. Leaders embrace their uniqueness and let it shine through in everything they do.
Example: Spanx CEO Sara Blakely has openly shared her personal journey as a woman looking for a solution to feel confident in her clothing. This led to the creation of the shapewear and intimate apparel brand, Spanx. Her “real woman” relatability as a founder has resonated with women worldwide, making Spanx the go-to brand for body-shaping products.
Takeaway: Don’t shy away from being REAL. Use language that feels natural to you, and avoid adopting a tone that doesn’t authentically reflect who you are and what your brand stands for just because you think it is trendy or popular. Leaders don’t copycat others and instead stand in their own power.
7. Impact — Your brand has the incredible potential to create a positive impact on your audience, industry, and the world around you. Leaders make a strong effort to inspire change and embrace social responsibility, so they can make a meaningful difference that goes beyond just the sale of their product or service.
Example: The outdoor clothing brand Patagonia actively supports environmental causes and encourages their customers to reduce waste through their “Worn Wear” program, which promotes repairing and reusing garments. This brand’s commitment to sustainability has hooked consumers who value environmental stewardship.
Takeaway: Look for ways your brand can align with your audience’s aspirations. Don’t be afraid to challenge the status quo in your industry and introduce solutions that can lead to positive change. And of course, SHARE your brand’s impact stories! Use your channels to educate and inspire your audience, showcasing the positive difference your brand is making.
The journey towards becoming an exceptional brand leader is within your reach. By integrating purpose, values, differentiation, consistency, innovation, authenticity, and impact into your brand, you’ll be able to build credibility, trust and expertise. These elements will help you captivate your audience faster, leave a lasting impression and position your brand for success.
Meet Your Brand Mentor
Hi, I’m Mallika Malhotra, The Brand CEO—an award-winning brand builder and niche expert. I’m passionate about supporting female entrepreneurs—women just like you! I’ll help you find your oh-so-you niche and share your brilliance with the world. Together, we’ll break through the noise and make your brand the go-to choice in your industry.
When not building brands, I’m either sipping coffee or enjoying a glass of red wine, diving into a stack of books, or dreaming of global adventures. I live in beautiful coastal Maine with my husband, three sons, and our mini Bernedoodle, Jax.
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