The Brand New Leader: Recognizing the Impact of your Leadership Brand

The Brand New Leader: Recognizing the Impact of your Leadership Brand

Melva Robertson | 2020

Abstract

The extensive leadership literature of our day focuses on thewhatandhowof leadership success. Numerous definitions, concepts, behaviors, and traits of leadership all aim to pinpoint the “magic formula” that makes leaders effective. However, one vital yet often overlooked area in these conversations is the emphasis on thepersonalaspects of leadership.

This book takes a deep dive into the notion of leadership as a personal brand. It provides theories, strategies, and examples, along with evidence suggesting that leadership derives from — and is influenced by — a more personal context. It is based on the premise that there is no separation between the leader as a person and the leadership title. Leadership values stem primarily from personal values, and even the perceptions of a leader are automatically associated with the individual.

As we recognize leadership as a personal brand, we will also dissect the concept of branding and discuss steps to establish a leadership brand that aligns leadership with personal values and attributes. We explore how an awareness of such qualities contributes to leadership development, responsibility, and outcomes. Throughout this book, readers will develop strategies to connect more common leadership concepts to their leadership brands. Through these discoveries, leaders will unveil unique and specific characteristics to help generate productive and sustainable leadership success. This book aims to help broaden the idea of leadership and consider a new perspective that ignites more impactful leadership results.