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.

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.

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.

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.