A positive psychology framework for personal and organisational leadership branding

Purpose of the study: is to establish a conceptual framework for positive personal leadership branding within the context of literature reviewed as well as from the perspective of key business decision-makers and subject matter experts. To achieve this objective a comprehensive literature study was performed to determine the extent of existing knowledge on personal leadership branding underpinned by positive psychology within the organisational context. Research design: The researcher adopted a qualitative approach while also applying Appreciative Inquiry as a methodology to collect data. In order to establish a theory, the researcher intended to observe and interpret the environment, therefore the qualitative approach was most suitable. The researcher adopted a descriptive exploratory design. In three phases, a summary of qualitative research concepts, questions and activities were used for this study: Phase 1- pilot interviews; Phase 2- focus groups and in-depth interviews; and Phase 3- assessing the face validity of the final framework with executives and high-level managers. Research findings: The following emerging aspects were discovered and considered in the design of the conceptual framework for a positive personal leadership brand while exploring the problem in context: Two dimensions are considered where emphasis was placed on leading self and leading others, comparative views were described between the public and private sectors, critical success factors were identified and the potential influence on the organisational brand was illustrated. Leaders should make a deliberate effort to reinforce their personal brands and positively influence leadership perceptions. In commissioning their robust brands leaders can achieve an insurmountable benefit from their personal brands. The study depicts that this is most plausible through a socially intelligent, self-conscious, altruistic, authentic, passionate, motivated and progressive leader. Conclusions: Recommendations and conclusions were derived from the information gathered from the literature review and from the participants in this study. The business environment, influenced mainly by the current pandemic confronting the nation, has changed radically. In order to stay relevant, the process of developing your personal brand should not remain static. In addition to this evolutionary, quantum and authentic leadership theories were found to be most pertinent for the context of this study and to the development of a positive personal leadership brand.Business ManagementD.B.L