Creating a Positive Personal Leadership Brand Framework: A Positive Organisational Behaviour Perspective

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Background: There is a clear global need for leadership that positively impacts both the organisation and employees. This study proposes that business leaders with a positive personal brand may influence followers’ perceptions and contribute to a positive organisational brand image. The role of personal leadership branding in development practice requires further research. Research purpose: To conceptualise a positive personal leadership brand (PPLB) framework for use as a consulting tool in organisational leadership development and coaching practice. Design/methodology/approach: The qualitative research approach employed a descriptive-exploratory design within an interpretive paradigm. Empirical data were collected through in-depth online interviews with four public and four private sector personal brand leaders. Additionally, four online focus group discussions were conducted with senior and middle managers. Finally, four subject-matter experts in organisational psychology assessed the face validity of the PPLB framework. Main findings: The emerging themes were categorised into two main dimensions: the Self and the Other. Six subthemes were identified for the PPLB framework: the self-conscious leader, passionate and motivated leader, authentic leader, socially intelligent leader, altruistic leader, and progressive leader. Practical/managerial implications: The PPLB framework could facilitate personal leadership branding strategies and leadership development programmes in the business industry. Contribution/value add: The PPLB framework integrates leadership and positive organisational behaviour (POB) theory, focusing on positive leadership traits. These traits are vital in the current decentralisation of work as embedded in leadership in the gig economy.

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