This bachelor's thesis examines how sustainable leadership affects organizational brand identity. The study aims to fill the research gap by analyzing the specific aspects of sustainable leadership and its impact on brand identity. In today's business environment, sustainability issues have become central to corporate strategies. At the same time, brand identity has become a crucial asset that influences consumer perceptions and loyalty.

Despite the increasing research on leadership and brand identity, there is a lack of clear structure and deep understanding of how sustainable leadership specifically affects brands. The purpose of the study is to investigate how sustainable leadership affects organizational brand identity. Through an empirical investigation of leaders in various organizations, the study seeks to identify and analyze the connections between sustainable leadership practices and changes in brand identity. The study was conducted using semistructured interviews as the data collection method. The sample consists of leaders from different organizations with various types of sustainable leadership. The analysis focuses on identifying themes and patterns that describe how these leaders perceive and practice sustainable leadership and its impact on the brand. The results show that sustainable leadership has a significant positive impact on brand identity. Key components such as individualization, development, relationships, conflict management, freedom, responsibility, rewards, and recognition play a central role. The leaders emphasize the importance of creating a positive work environment and communicating clear values and goals, which strengthens both internal and external perceptions of the brand. In summary, the study concludes that sustainable leadership not only contributes to organizational success but is also crucial for building and maintaining a strong brand identity. By promoting social responsibility, organizations can differentiate themselves and create long-term value for both employees and customers.