When a company lacks a clear brand identity, the public often connects with the next visible thing—the CEO. For example, many people associate OpenAI with Sam Altman more than its own branding. His tweets, interviews, and leadership style shape how people view the company’s values and vision.

Similarly, Elon Musk has become inseparable from the brands he leads. For years, Tesla and SpaceX relied heavily on his personal brand to drive public interest—even when the companies themselves said very little.

This approach works—but it’s risky. Personal brands can attract attention, but they also tie the company’s reputation to one individual. If that person makes a misstep, the whole brand feels it.

The solution? Balance. Use the CEO’s influence to build momentum, then shape a company brand that stands on its own. A lasting business needs more than a face—it needs its own identity.