The development of a leadership brand to enhance the competitiveness of organisations

Effective leadership is and will remain the cornerstone of business success. It is leadership that differentiates world class from mediocre performance. The objective of this study is to investigate how positive leadership brand can be developed in order to leverage human capital and enhance the competitive position of organisations. To achieve this objective a comprehensive literature study was performed to determine the extent of existing knowledge on branding, leadership and leadership branding. The study included an investigation into the attributes of effective leaders, leadership development activities, leadership styles and a formula for effective leadership was presented. Managers from selected organisations were requested to complete questionnaires in order to determine the views of South African managers on leadership branding. The questionnaire was developed in accordance with the findings from the literature research. The answers of the respondents were analysed and compared to the literature study. The information obtained from the literature study and from the respondents resulted in various recommendations and conclusions. In general, support was found for investing resources into developing leadership brand as respondents indicated that positive leadership brand could result in a source of competitive advantage. The major obstacles in developing positive leadership brands are: absence of a clear message of what makes an effective leader, lack of feedback that leaders receive on the behaviours they display and no (or an unknown) link between leadership behaviours and rewards