ABSTRACT
Having a personal identity is necessary for every leader. A “person's” characteristics make their leadership specific. What is identity for a leader? It consists of their basic characteristics, style, recognizability, lifestyle, even style of dressing, smiling, or way of getting irritated – all aspects of the way they communicate, not only in words but also emotionally through body language. Identity is extremely important for a leader, just as brand identity is for a company. A leader has an identity when you can appreciate all its positive aspects, and at the same time, you also know their negative sides, the rough, and more jagged edges and therefore know who they are and what you can expect. This is what they are, and it is “authentic”.
