We measure a CEO’s performance on profitability, return on equity, and share price. But while striving to achieve these milestones, the brand is often overlooked.

Some of the most successful brands are founded on the vision of a CEO who understands the importance of sending a powerful and consistent message to the marketplace.

John Hancock. CEO, David D’Alessandro, of insurance company John Hancock, worked his way up through the ranks of marketing to become CEO. He was the force behind ads that became know as “the best in the industry” because they communicated a clear message. Each successive ad reiterated the message, building a consistent story (or brand) without ever confusing the consumer. In 2003, he sold John Hancock to Manulife of Canada. Manulife, a strong brand on its own, felt the value of the Hancock brand so strong, they rolled all of their businesses under the Hancock label in the US.

Pittsburgh Steelers. Pittsburgh Steelers CEO, Dan Rooney, CEO embraced the history of Pittsburgh, a traditionally a blue collar steel town—no nonsense and hardworking in the heart of industrial America. However, in the 1970s and 80s that all changed. Pittsburgh has moved away from its blue collar roots—with industries ranging from financial services and banking to technology and health care. This evolution has left a town seeking an identity. By NFL standards, Pittsburgh is a small market, but it is truly a football town. The Steelers provide an identity for the for the city. Dan Rooney continues to deliver on the promise of tough hard-nosed football without gimmicks seen in other professional sporting events. The enterprise’s brand has remained consistent and strong even as the fan base has changed. The Steelers today enjoy one of the highest fan saturation rates in the NFL.

These are just two examples of successful brands that start and stop at the top. Not limited to businesses, all organizations—schools, non-profits, countries, towns, and even local volunteer organizations—benefit from a leader who understands the importance of branding strategy. 

Brand leadership from the top is the foundation for a great brand.