CEO and Brand

This is an interesting relationship, and one that many organizations do not give credence to until there is a change at the top. Obviously great leaders have tremendous influence on the image and reputation of an organization, but too often become the identity of the organization.

When the identity of the organization is too closely tied to the image and reputation of the organization, and the leader leaves, the organization's brand can suffer. I worked at a University that had a great reputation because our chancellor made tremendous contributions to our institution, and many associated the university's image with his. But, because we developed a strong brand strategy everyone realized that the university's brand was more than its leader. To the chancellor's credit he realized this too. I often wonder what would have happened when he left had we not engaged our constituents in the brand development process.

I thought about this topic when I was conversing with a colleague about changes at Microsoft. Many associate Microsoft with Bill Gates. So, I am curious to see how the Microsoft brand will be affected by the change Bill Gates has made. It is important that we develop brand champions beyond our CEO. Is your identity too closely tied to your CEO?