When we think of a brand, we often picture catchy logos, memorable jingles, or viral campaigns. Yet in contemporary marketing a brand is, above all, a promise —a coherent story that earns trust because it aligns what we say with what we do—. The same principle applies to leadership. Every leader, whether a local shop owner, an entrepreneur, or a head of state—functions as a living brand. Their identity (what they claim to be) and their reputation (what the public perceives) are reinforced or fractured with every decision.

In that sense, President Gustavo Petro’s recent push to rally crowds on May 1st in support of a labor referendum shows what happens when a leader’s brand drifts away from the two essentials of success: suitability and relevance.

Suitability: Aligning Purpose and Capabilities

In brand positioning, suitability answers a simple question: Can this brand deliver on its promise?

• The government’s promise was a “social revolution” built on structural reforms.
• The reality, however, is that its labor bill was shelved in Congress for lack of technical and political backing—even within the ruling coalition.

When aspiration clearly outstrips execution, a leader’s brand loses credibility. For an entrepreneur or sales manager, the lesson is obvious: don’t offer delivery dates your logistics team can’t meet or promotions your cash flow can’t support. Coherence is an intangible asset that devalues at the first breach of trust.

Relevance: Tuning In to People’s Real Needs

A relevant brand understands its audience’s context and adjusts its message to add value. May 1st is traditionally a day to spotlight labor struggles; turning it into a stage for political pressure shifted the conversation from the institutional arena (Congress) to the public square, diluting the date’s original meaning. The result was ideological noise that solved little about minimum wage, informality, or productivity—workers’ concrete concerns.

For small-business owners, the analogy is clear: if your storefront screams “limited-time sale” but customers find minimal or confusing discounts, you lose both attention and trust. Relevance isn’t about shouting louder; it’s about speaking better —at the right moment, on the right channel, on what truly matters—.

The Leader’s Brand Identity: From the Street to the Boardroom

The government framed the “people in the streets” as an alternative source of legitimacy. Yet when a march appears orchestrated (and funded by taxpayers), the narrative stops feeling spontaneous and turns tactical —a massive photo that fails to translate into effective public policy—.

Business has its own vanity metrics: bought social-media followers, inflated reviews, or traffic numbers that never convert. A strong leader measures brand identity not by the volume of applause but by the depth of impact—satisfied customers, engaged employees, and strengthened communities.

Governance and Trust: A Leader’s True Brand Equity

The administration suggested that street pressure could replace the law. Without solid institutions—or, in business terms, clear processes—operations devolve into perennial improvisation. Inflated promises without support eventually erode governability (or, for a company, customer loyalty).

In a marketplace where attention is fleeting, trust is the most valuable currency. A leader-brand that squanders it faces a far higher cost to rebuild than if it had nurtured credibility step by step.

Practical Keys to Consolidate Your Own Leadership Brand

1. Define an honest “why”— Before launching your “big reform”—a product line or pricing change—verify you have the resources and backing to make it stick.
2. Listen and validate— The Congress of your business is your customers, employees, and partners. If they spot technical gaps or financial risks, address them before taking the idea to the “streets” of social media or mass advertising.
3. Measure what matters— Swap superficial impact metrics for data on satisfaction, repeat purchases, and referrals.
4. Communicate with purpose— Relevance arises when your message meets real needs at the opportune moment.
5. Build internal institutions— Clear policies for service, finance, and talent are the “law” that keeps operations from relying solely on charisma or willpower.

A solid leadership brand isn’t built on decibels but on harmony between intention and achievement. When suitability and relevance converge, a leader’s identity becomes a powerful asset: it inspires teams, engages customers, and leaves a positive mark on society or the market.

Colombia’s experience under President Gustavo Petro reminds us, that mobilization —like any marketing tactic— must serve a greater end: delivering tangible, sustainable results. Otherwise, the crowd’s echo fades and the brand—whether personal, corporate, or political—stands exposed as little more than a mirage.