Responsible leadership through purpose-driven brand building: Guidelines for leaders in Africa

Purpose: This article explores the symbiosis between the fields of responsible leadership and purpose-driven brand building to offer a new, integrated perspective along with strategic guidelines for implementation by leaders in Africa.Design/methodology/approach: This conceptual paper is based on a critical review of literature that follows a three-phased approach, with 87 literature sources included across 4 literature domains. Thematic content analysis of data delivers five themes revealing the symbiotic nature of responsible leadership through purpose-driven brand building.Findings: Findings are captured in a conceptual model, which suggests that responsible leadership should be embedded in brand purpose which serves to benefit brand stakeholders and society. Responsible leaders align all decisions and actions to build and enhance cohesive brands - creating ecosystems that cogently work together toward a shared goal. Through purpose-driven brand building, responsible leaders could bolster socio-economic development in Africa, garner trust and attract investment.Practical implications and value: The central value of this article lies in the integration of the previously separate domains of responsible leadership and purpose-driven brand building as well as the directions provided for further research. The new perspective is practically operationalised with strategic guidelines for responsible leadership on the African continent by serving brand purpose to the benefit of all stakeholders.