Executives: Be the brand at your firm

We like to think that great CEOs have steel in their veins, but there are many other qualities associated with great leaders, such as the ability to delegate and inspire confidence. Other essential qualities include trustworthiness, visionary leadership, financial acuity and the ability to communicate clearly. Of all these qualities, the most important is the ability to communicate. That, more than any other, is a CEO tool by which all other qualities are distributed. The distribution system is called “corporate branding,” and a CEO who masters that is a true leader.