CEOs, Are You Fulfilling Your Role as Chief Brand Ambassador?

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Aug 26, 2016

“Like it or not, today’s CEO has been pre-cast in the role of their company’s chief brand ambassador,” says Karen Tiber Leland, a branding expert and author of The Brand Mapping Strategy: Design, Build and Accelerate Your Brand (www.karenleland.com).

Much of the public makes a direct connection between a corporation and its CEO. A study a few years ago by Weber Shandwick and KRC Research showed that 49% of a company’s reputation is attributed to the CEO’s reputation. 

“All CEOs have the daily opportunity and obligation to build their personal brand in service of their own and their corporation’s reputation,” says Leland.

In an interview with IW Executive Editor Steve Minter, Leland discusses the importance of personal brand for leaders at companies of any size and offers three essential steps they should take to manage their reputations.


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