A brand is the promise an organization makes to its marketplace and the CEO him/herself is inextricably linked to that promise. Whether intentional or not, the CEO can play a huge role in how a brand is perceived by its audience:

The CEO can influence the integrity of the brand.
What the CEO says and does  impacts  the brand—the way consumers, investors, and employees identify with the brand. It is important that the CEO maintains the personality of the brand when communicating with his or her constituents and interacting with the marketplace.

The CEO can humanize the brand.
Through the CEO, the organization has the opportunity to humanize itself, creating a parallel between the personality of chief executive and the brand. The CEO him/herself can represent the brains, the innovation, the thoughtfulness, the fun, or any other differentiating human characteristic of the brand.

The CEO can guide the brand.
Since branding requires an active, ongoing effort to guide and control the market’s perception of the organization, the CEO should be directly involved in all branding efforts. The CEO should have a clear vision of the branding strategy and implementation; and commit time to building and promoting the brand to (potential) customers, investors, and employees.

Leverage the strengths of the CEO by making that individual an indispensable part of the overall brand. A brand that is in sync with its chief officer will enjoy visibility, credibility, and profitability for years to come.