A leadership brand tells people what is distinctive about you as a leader and communicates what you have to offer. Your leadership brand is the perception of others to the way you operate and communicate. Summarising your brand in a statement is a useful and often enlightening task. First, answer these two important questions: What do you want to be known for? What results do you want to achieve in the next 12 months? Second: take the two answers and put them into the following statement: