Leadership: A Question of the Brand

Leadership is at the heart every living organisation, be it human or animal community. Leadership spans the existence of living creatures and or human beings. In trying to understand the phenomenon of leadership various concepts and philosophies have been put forward. Leadership has been described in terms of traits, transformational effects, group norms, etc. The main issue in leadership remains the ability to influence. The leadership of an organisation gives character to that organisation and subsequently projects the image of that organisation. Leadership branding has connotations that impinge on the internal and external dynamics. Internally leadership shapes the organisation values which determine the overall performance. Externally, leadership branding transforms into images that project the organisation to the broader community of stakeholders. Ultimately, the dynamics of leadership need a good understanding of the role played by leaders across a plethora of organisations as they shape the destiny of respective organisations and their outputs. This is a conceptual paper which weighs in on the philosophy behind leadership branding and its implications to organisational performance