Research published in the journal Scientific American Mind suggests that leaders need to be perceived as being part of the group they hope to influence - the 'one of us' factor.

Freelance UK reports that the study shows that successful leaders shape themselves to fit their target audience by embodying their qualities and opinions.

The researchers suggested that former Prime Minister Margaret Thatcher changed her hair, dress and voice to resemble Britannia.

A spokesman for St Andrews university said that effective leaders needed to understand the values and opinions of their followers before trying to mould them.