Yes, Your Leadership Brand Really Does MatterWhether intentional or unintentional, all leaders have a leadership brand. The right brand can have a huge upside for your success as a leader. Likewise, the wrong brand, significant consequences. After all, what is a brand? In a nutshell, it’s the art of aligning what you want people to think with what they really think. In the context of leadership, what people really think is a reflection of your behavior and effectiveness as a leader.