We Have a Leadership Brand by Accident or by Design


How is your #leadership known and how do you want it to be known?

What is your Leadership Brand?

Simply put, your Leadership Brand is how you lead as the unique human being you are. It comprises your authenticity, clarity of expectations, vision, consistency, and value as a leader – and serves as a source of dependability and inspiration for others.

In his March 2010 Harvard Business Review article, introducing this concept, Norm Smallwood defined it this way: “A Leadership Brand conveys your identity, distinctiveness and value as a #leader”.

Your Leadership Brand is Not your personal brand, which is aimed at “marketing oneself”, but rather serves to set and share expectations and clarity for followers. It provides energy, purpose, confidence, and a roadmap for success. The result is a sense of safety and belonging for those you lead, and desire to lead.

With the headwinds of change impacting the leadership environment, there is a need for more impactful leadership and clearer communication for the benefit of followers. We believe a powerful Leadership Brand is such a catalyst.

A Leadership Brand establishes differentiation and provides significant value to any business in terms of reputation in the marketplace. Simply put, it is a hard asset. Chase Media and Communication has created a professional development workshop from years of experience and substantive research into the idea of a Leadership Brand. Participants are exposed to learning and understanding a Leadership Brand. Importantly, attendees leave having created their own Leadership Brand Statement which they use as a foundation and north star for greater success.

That Statement is a well-defined declaration for followers that addresses objectives, engagement, approach, and expectations. The Statement becomes a platform for the leader’s brand and must cover several aspects including: communication, adoption, and applications, along with how to continually enhance it, and the importance of living it.

A Leadership Brand Statement is an important success tool for business owners, business leaders, organizations, non-profits, and entrepreneurs… no matter who or how you lead or aspire to do so.

Dianne Chase


Chase Media and Communication


Updated: Oct 19, 2023

About the author
Dianne Chase of Chase Media & Communication is a member of XPX Charlotte

You, your clients, colleagues, leadership, board, and/or teams, need & want to elevate their communication for greater positive impact & results. I provide expert insights, consulting, & training, including issues, risk, & reputation management.