nd Tim Cooks of the world who need to put their best foot forward. According to research by Brand Finance, a business’ CEO has a clear link to the external and internal reputation of the brand, making them an incredibly underrated marketing tool.  Developing a strategy that builds and maintains brand trust must be a top priority for every retailer. In a recent study of 33,000 people across 28 countries, it was found that only half of respondents trust businesses today, a significant decline from previous years. When broken down by industry, the study found that the retail sector was one of the least trusted, with only 45 per cent of respondents saying they trust retail companies. It may sound like a problem plaguing only the Silicon Valley giants, but no matter the size of your organisation, ensuring your company is proactive and placing your leaders in the best light will set up forward-thinking retailers, and their executives, for the future.  Reputation is everything  As the lines continue to blur between celebrities and high-profile CEOs, the public’s demands of founders and executives are shifting from the hours of 9am-5pm to a 24/7 engagement. In a recent study by Weber Shandwick, 45 per cent of executives believe that their company’s reputation is entirely attributed to the reputation of their CEO, and this belief is becoming more of a reality every day.  Take Elon Musk, for example, who has amassed a cult-like following of over 103 million followers on Twitter. Musk has faced his fair share of trials and tribulations on social media, the most recent of which was in May, when alleged sexual misconduct claims against him broke on Twitter. Dubbed ‘Elongate’, the scandal had an immediate impact on the automotive titan, despite the Tesla CEO’s quick dismissal of the allegations. The story resulted in Tesla’s stock dropping 10 per cent on the same day.  The consequences don’t stop at daily dips in share prices that eventually recover. For many brands, such as Abercrombie & Fitch, which was run by CEO Mike Jeffries until 2014, a scandal involving a CEO can result in total financial ruin. Jeffries proudly and publicly stating that the brand was exclusionary has had lasting effects on Abercrombie’s reputation amongst once loyal fans, resulting in inescapable consequences for profitability.  With brand reputation on the line, ensuring you have a strong leader placed at the head of your business, who is transparent, open, and upholds the core values of your brand, is invaluable for long-term loyalty and trust with consumers.  Personal branding: for better or worse Much like the development of a corporate brand strategy, a personal brand strategy upholds the values, purpose, and authenticity of an individual. Essential for building lasting trust and loyalty, using brand strategy for CEOs and founders ensures their leadership and public appearances align perfectly with the priorities of the business they lead.  Creating a personal brand for executives that champions their best traits, especially those that align with their company’s brand values, is essential for lasting success.  By developing a strong corporate brand strategy that works closely and grows with a personal brand strategy, retailers can ensure consistency and authenticity for their business over the long term.  A perfect example of how far a personal brand can go toward changing the public opinion of a company is the notorious Elizabeth Holmes. In one of the biggest scams in retail history, Theranos, a privately owned health company claiming it could reduce sample sizes required for all blood tests down to a single drop of blood, was valued for US$9 billion back in 2014 – despite not having developed the technology it claimed.  Holmes, Theranos founder and CEO, managed to make a deal with Walgreens, a major American pharmacy, to roll out testing stations nationwide, and secure over US$700 million in investment, before the inevitable downfall. Several years later, Holmes is facing sentencing for several counts of fraud. She is expected to appeal. By implementing a bulletproof personal brand strategy inspired by Steve Jobs, Holmes managed to win over the loyalty and hearts of the masses, fooling not only the public but key stakeholders of some of the largest companies in the US.  Holmes’ grand scam is not exactly a trajectory any retailer would ever want to emulate, but her remarkable story shows just how powerful a strong CEO personal brand strategy can be. Breaking down what you stand for, and how your CEO upholds these values is the future of retail branding, and what will set apart the brands of today from the brands made to last.