Strength in Leadership + Brand

Christy Brown, Chief Executive Officer of Girl Scouts of Wisconsin Southeast, celebrates Zoo Day with local
Girl Scouts

One of the nation’s highest performing Girl Scouts councils is right here, in Southeastern Wisconsin. At the helm is the formidable Christy Brown. 

Brown, who started her career in law, is an expert in the art and science of leadership. She has received numerous awards and honors including the TEMPO Mentor Award, the Milwaukee Business Journal Women of Influence award, and the Women and Girls Fund Women of Distinction award. She also earned her B.A. from Stanford University and a J.D. and M.A. at Duke University. That’s just the tip of a very impressive, and positive iceberg.

Brown graciously accepted an invitation for a Campe + Co. conversation about branding. I can’t think of many better examples of the depth and power of a brand than the Girl Scouts. In full disclosure, I’ve been a Girl Scout since I was in first grade. And yes, I’m still a Girl Scout. 

Brand Excellence Exemplified 

Girl Scouts is often the example I share when explaining how a brand is not a logo. A brand is a collective impression and experience shared by key audiences. Girl Scouts is universally understood and embraced as an organization that builds girls of courage, confidence, and character through entrepreneurial and community-focused activities. Or in simpler terms: cookies. The organization’s purpose is authentic, clear, consistent, discernable, visible, and realized wholly, from communications to customer – rather, Girl Scout – experience. That’s brand excellence.

Brown and I spoke in-depth about managing the brand of a council that is part of an established nationwide network of peer organizations. I was curious how Brown and her team maintain and communicate the unique personality and value propositions of the Girl Scouts of Wisconsin Southeast Council (GSWISE) while upholding national standards and guidelines. She candidly answered all of my questions. 

However, when I sat down to write this post, I kept thinking about something slightly off-topic: the brand of leadership.

People as Brand Attributes

I’m not talking about building a personal brand for an individual. But rather, how a leader with an exemplary reputation builds a brand of talent and outcomes around her. As I have gotten to know Brown and witnessed first-hand the collaboration, mutual respect, and mission-driven work conducted by her team and the Board of Directors, I’m struck by how a respected, outstanding leader casts a collective brand impression. Certainly, leadership excellence impacts the employer brand, just as Girl Scouts Wisconsin Southeast was recently recognized as one of the city’s Best Places to Work by the Milwaukee Business Journal. From a bigger-picture standpoint, incorporating exceptional leadership strategically into the brand narrative often sheds light on functional attributes like stellar customer or member experiences, innovation, and bottom-line growth. A favorable overall reputation that is communicated and understood spurs action. In this case, an entire organization rose to be a nationally recognized force—a force in building more leaders just like Brown. 

Sign Me Up

Case in point: A few years ago a friend asked me if I’d be interested in joining the GSWISE Board Development Committee. My friend led her pitch to me by selling the opportunity to work with Christy Brown, whom I had not yet met. Of the many benefits associated with this volunteer role, getting to work with Brown and the exceptional professionals on her team was a big hook. My friend, who is an award-winning attorney and an all-around awesome human, is influential. So when she asked, I of course said yes. I was so excited to pick up an oar and help row a boat in whichever direction “Captain Brown” wanted us to go. I was also honored my friend invited me into the boat. 

Fast forward to a few weeks ago when GSWISE held its annual meeting, attended by members of the Board of Directors, staff, volunteers, ambassadors, and high-achieving Girl Scouts. It was clear I was surrounded by a room of professionals and volunteers who were proud to contribute to one of the nation’s leading Girl Scout councils. It was also evident that everyone in the room was proud to work with Brown. 

A Leader. A Marketing Strategy.

More people care about brand reputation than ever before. Consumers and audiences are savvy and empowered. They are keenly aware when an organization isn’t living up to its brand promise. Audiences vote with their dollars, their job applications, their social media amplification, and their words. 

Mission-driving marketing must be genuine and acted upon consistently or it will fail spectacularly. It’s extremely difficult to keep a brand focused on its mission without a strong, respected, effective leader. That’s the baseline requirement to establish a brand promise and activate audiences accordingly. A true brand promise made by a visionary leader is how marketing succeeds. Anything less is a veneer. 

Brown and other leaders like her are the value propositions. They set brands apart and compel the right audiences at the right time to listen and act. Marketers who are lucky enough to work for organizations led by exceptional leaders need to consider people as a key rung on the brand ladder when crafting strategies to be heard and resonate. 

“I appreciate the power of brand,” said Brown in our chat. “Without saying a word, people know what you stand for. “

Brown is the embodiment of her brand. Even if you’ve never heard of her, you likely know what she, her staff, volunteers, and board stand for. And most of us are proud to buy more cookies than is recommended by a doctor as a result. 

If you are fortunate to work with a leader like Brown, consider their vision, experience, and drive as brand assets; factor human brilliance into your marketing strategy. When a brand is based on out-of-the-ordinary leadership, opportunities for new channels, stories, and other means to sway audiences become abundant.