According to John Baldoni in his article by the same title in the Washington Post where he argues the case for nurturing your brand. “Another word that those of us in the leadership development community use for reputation is brand… Savvy executives know that brand is more than a product or service; it is the sum of how and why you connect with consumers and what they think of you.
The same applies to leaders. So when building a reputation or brand, it really is a practice of considering how your actions affect others. Leaders are judged by their accomplishments, but those achievements only occur when others believe in the leader. As with follower-ship, a successful leader’s brand relies upon reciprocity. How that brand is nurtured is important…” It’s worth a read.