The unself brand
Morality requires a shift in branding from self to stakeholders. A new corporate morality is emerging, setting an example of positive moral authority to prevent selfish power grabs and call on us to do what is right for the many rather than a few.
Personal branding is out of control, and it has divided our society into “I” versus “We.” It is time to return to a brand morality. Morality embraces an ethic of care, which means a clear sense to represent and act for the common good. Self-interest diminishes trust, and personal branding is mostly about self instead of what is best for our society.
Philosophers have fostered us to take actions for the good of others.
Many philosophers have emphasized the power of thinking beyond our self. Adam Smith promoted the impartial spectator, encouraging us to put ourselves in the shoes of another when making business decisions. Victor Frankl called on us to think outward, focusing on something more significant than self. Iris Murdoch highlighted how unselfing happens when we focus on what is around us, reducing our self-focus. And Jonathan Sacks restores morality to what it actually means – a focus on the greater good rather than self-interest and self-righteousness.
We need to ignore the personal branding experts and start focusing on developing our moral authority. Moral authority is the new brand platform and identity we need.
Moral authority requires us to use our platforms to boost the common good.
Moral authority gives our voice responsibility through our platforms. With our influence, moral authority requires us to set an example by taking stands on how society should be rather than what it is. Moral authority takes morality and then activates it by fostering relationships and policies that raise our standard of conduct to do what is right for many rather than a few. Whatever the breadth and depth of our societal platform, it gives us moral authority, and we need to use it responsibly for the betterment of others.
Brand shifts to stakeholders rather than me, me, me.
While the Business Roundtable shifted the conversation toward maximizing stakeholder value, it now requires substantive actions. Unfortunately, on the political side, Republican policymakers are focused on preserving their power rather than developing ideas that advance society forward. Today, business leaders are becoming the moral conscience to their power grabs. The CEOs of Delta, Coca-Cola, Dell, American Airlines and many others express concerns and opposition to many Republican-led voter suppression efforts. Maybe belatedly, but at least business leaders are using their moral authority to potentially stop self-interested policies and promote a more inclusive and engaged society.
Stakeholder capitalism requires a stakeholder society.
We are more than ourselves. Somehow, we need to make this vital shift. Put aside our personal brand and develop a societal one. Focus on what is bigger than ourselves. Act on what is for the greater good. Taking these actions can move us from discord to equality – emboldening our democracy and capitalistic system to do better things for future generations.
All stakeholders – citizens, customers, shareholders, team members – are necessary. It is time to become an impartial stakeholder and consider the impact of our words and actions in light of what is best toward a higher purpose. It is time for an unself brand.
Key questions to convert to actions:
How are you fostering a moral brand?
How are you using your moral authority?
References
Hoppner, J. J., & Vadakkepatt, G. G. (2019). Examining moral authority in the marketplace: A conceptualization and framework. Journal of Business Research, 95, 417–427. https://doi.org/10.1016/j.jbusres.2018.07.045
Humphreys, J. (2019, May 16). Why the world needs Iris Murdoch’s philosophy of “unselfing.” The Irish Times. https://www.irishtimes.com/culture/why-the-world-needs-iris-murdoch-s-philosophy-of-unselfing-1.3890900
Sacks, J. (2020). Morality: Restoring the common good in divided times. Basic Books.
Sorkin, A. R., Karaian, J., Merced, M. J. de la, Hirsch, L., Livni, E., & Kessler, S. (2021, April 5). Companies can’t stay on the political sidelines. The New York Times. https://www.nytimes.com/2021/04/05/business/dealbook/georgia-voting-delta.html