It is true that resonance in leadership makes a difference between merely managing a business and true leadership. The employees in businesses today differ vastly from before requiring new ways of leading to obtain results, especially because of technological innovations.
What is a resonant leader? A resonant leader also inspires employees not only to find meaning in their own lives but also hope in the future. It has more to do with the "how" of leadership and not merely the "what". As communicated in an earlier posting, a good leader always displays emotional intelligence, considers all points of view and thus never react on emotions. A resonant leader also displays emotional intelligence but is also excellent at inspiring employees to greater achievements through self-actualisation. This kind of leader is good at communicating the mission and vision of the business to employees making them feel valued and indispensable in the business.
But what has resonant leadership to do with corporate image? Actually everything. Corporate image refers to how employees as well as people outside the business perceive the business which can be either favourable or unfavourable. Many employees deal with the business' clients on a daily basis and if they are not committed to the business that will be very obvious. Employees who feel inspired and committed on the other hand will always go that extra mile for the business. These employees appreciate their roles in the business and will treat clients with dedication and pride. The business will be perceived as having excellent relations with its clients and prompt customer service.