The Brand New Leader Second Edition
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Authors
Melva Robertson
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Book, Textbook-Revised
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Abstract
The Brand New Leader: Recognizing the Impact of Your Leadership Brand explores the powerful connection between personal identity and leadership effectiveness. Rooted in research and real-world application, this book emphasizes how effective leadership styles stem from a leader’s unique strengths, values, experiences, and sense of purpose.<br>Rather than offering a one-size-fits-all approach to leadership, this book empowers readers to recognize, refine, and communicate their leadership brand—one that is deeply personal, action-oriented, and aligned with the needs of those they lead. It introduces the BRAND assessment as a reflection tool to support leadership identity development and offers a framework for building influence with integrity.<br>Structured to support academic learning and professional development, The Brand New Leader provides practical strategies to help readers clarify their leadership values, strengthen ethical decision-making, and foster authentic relationships. Chapters emphasize the value of authenticity, innovation, self-awareness, and courage in shaping a leadership brand that resonates across teams and organizations—especially in today’s complex and evolving workplace.<br>This book is ideal for undergraduate and graduate courses in leadership development, organizational behavior, business ethics, and personal branding. It also serves as a valuable tool for leadership coaches, HR professionals, and organizational leaders seeking to align their leadership identity with their impact.