Dear Mr. Trudeau,
Congratulations on your election as Canada's 23rd Prime Minister. Now that the campaign has come to an end, the real challenge begins as you look to establish a government that serves all Canadians. When Canadians voted for you, Mr. Trudeau, they were voting for a change. Not just a change in policies, but in the style of leadership you represent.
On election night, you talked of "sunny ways" and the power of positive politics, messages which clearly seemed to resonate with voters and which you have pledged will form the bedrock of your government.
If we were to draw a parallel with the business world, being the prime minister of Canada is not dissimilar to being the chief executive officer of a major corporation. You're responsible for overseeing a team, shaping the direction and strategy of the organization, and you're accountable to your shareholders (or in this case, voters).
These days, the most successful CEOs are the ones who understand the importance of leading "brand-first" organizations. These are companies where the company's brand is a core component whenever strategies are being developed, campaigns are being planned, and new products and services are introduced.
In a sense, CEOs at the head of brand-first organizations are not just chief executives, they are chief brand officers.
As Canadians, we all have a vision of what the Canadian identity, the Canadian brand, means to us. Now, Mr. Trudeau, as our Prime Minister, you are the guardian of that brand. It will be your responsibility to safeguard our brand at home and abroad, to ensure that it grows and continues to stand for the values Canadians hold sacred.
When we work with executives on their own brand strategies, we have a few simple rules for them to follow to ensure that they are able to grow their brand value, which could also apply to your situation as you move forward in your new rule.
Be authentic In the immediate afterglow of the election, you talked about sunny ways and were seen taking selfies with subway riders in Montreal. Because of your famous father, you have grown up in the spotlight, your triumphs and foibles seen by an entire nation. But, no doubt, part of what has endeared you to Canadians has been the ability to watch you over the years, from bad mustaches to boxing matches. Don't forget which Justin Trudeau the people voted for.
Be willing to follow through on your promises Of course, this is one of those things everyone hopes of politicians whenever they take office. Much is always promised on the campaign trail, and chances are that not all of it will be delivered. But good brands follow through on their commitments to consumers. There's nothing that erodes confidence in a brand (or a leader) quite like undelivered promises.
Be the leader of a good team Anyone who follows politics already knows the names of those being mentioned as possible cabinet appointees in your government. You will no doubt have a mix of smart and talented MPs from which to choose, both new to Ottawa and seasoned political veterans. Keep in mind that the best CEOs are the ones who aren't afraid to surround themselves with the smartest people. In building your team, you're going to want to ensure that all voices are represented.
Be sure you don't ignore millennials As our new Prime Minister, Mr. Trudeau, you have put a young, fresh face on our country. You are part of a new generation of leaders stepping up to guide this country into the future. Young Canadians will be paying attention. Millennials now make up the largest percentage of the Canadian work force, and will play an increasingly larger role in politics. Millennials have different values than members of previous generations, and are looking for different things from their leaders. It will be up to you to ensure that your policies resonate with this key demographic.
Mr. Trudeau, an entire country is looking to you to continue to raise the profile of the Canadian brand, to fight for our values and to ensure a bright future for everyone. Just as any new CEO will be measured by the way the brand performs, so, too, will Canadians be watching.
Mia Pearson is the co-founder of the communications agency North Strategic.