Скачать или смотреть Brand Leadership Starts with Team with Lori Abshire, AVP Brand, OSU Wexner Medical Center

Most brand marketing leaders focus on the customer. The best ones start with their team.

In this episode of the Her Business Playbook podcast, Lori Abshire, AVP of Brand & Content Strategy at The Ohio State University Wexner Medical Center, shares what it really takes to lead high-performing teams while stewarding a complex, mission-driven brand.

Lori unpacks:
Why the voices of staff matter just as much as the voices of customers
How psychological safety fuels better ideas and stronger outcomes
The art of timing when delivering feedback
The influence of her mother on her work ethic and resilience

If you care about building cultures where people and brands thrive together, this conversation is worth your time.

[00:00] – Introduction to Lori Abshire and an overview of her background in brand strategy and leadership development.

[03:15] – Defining Brand Leadership Lori explains why "brand" starts from the inside out. She discusses the misconception that branding is purely visual and emphasizes that leadership behavior dictates brand perception.

[08:45] – The Internal Culture Connection A deep dive into how employee engagement directly impacts customer experience. Lori shares why a disconnected team is the biggest threat to a company’s reputation.

[14:30] – Hiring for Brand Alignment Strategies for identifying talent that fits your brand’s core values. Lori discusses looking beyond technical skills to find "culture adds" rather than just "culture fits."

[21:10] – Building Trust and Ownership: How leaders can step back to let their teams lead. Lori talks about the "ownership mindset" and how to empower employees to make decisions that reflect the brand's promise.

[28:40] – Navigating Growth and Scaling: The challenges of maintaining a cohesive brand identity as a company grows. Lori provides tips on keeping the "soul" of the business intact during rapid expansion.

[35:20] – Common Leadership Pitfalls: Lori highlights the most frequent mistakes leaders make when trying to build a brand, including lack of transparency and "top-down" communication failures.

[42:15] – Actionable Steps for Today: Lori provides three immediate actions leaders can take to improve team alignment and strengthen their brand leadership today.

[48:00] – Closing Thoughts and Where to Find Lori: Final takeaways from the episode and information on how to connect with Lori Abshire and her work.

The Her Business Play Podcast shares strategies from female-founded and led brands. New episodes drop on Tuesdays. Presented by the Columbus Chamber of Commerce.

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