Gurdeep Singh, Chairman & Founder, Jujhar Group

Gurdeep Singh is a natural leader with a commitment towards driving change and growth. Having graduated from Government College Ludhiana in 1985, he joined his family transport business. At a very early stage he realized the need for a professional logistic services and in 1990, he founded Jujhar Construction & Travels Pvt. Ltd


In today’s commercial world, branding is the deciding factor for success. Organizations with the most powerful brands can obtain significantly more market share, higher revenues, and long-term viability and sustainability. While most companies focus their branding efforts on marketing, platform, and brand collateral, many organizations overlook one of the most crucial drivers of their brand—the brand leadership of their CEO or managing director.

Strong leadership has a strong brand influence

A brand is much more than just a name and a logo. It is the whole brand experience that begins the instant a customer engages with anything that reflects the brand. A brand comprises all intangible characteristics of the business — it is mirrored in their employees’ behavior, customer service, pricing policies, the organization’s internal culture, and the overall consumer experience provided. All of these aspects work together to build customer’s perception of a brand.

The actual vision behind the brand is the single most potent influencer on branding. Downplaying or dismissing a leader’s role in shaping the company’s brand typically undermines their potential for success and dilutes the brand’s potential influence. On the other side, embracing the brand potential as the leader and visionary behind what the brand offers, provides for additional direction and concentration required to help the brand grow and flourish.

In any organization, the leader has the final word on every component that goes into building, developing, guiding, growing, and preserving the brand. Every action that a leader makes, has the potential to affect the brand, for better or worse. The leader establishes the attitude that resonates throughout the organization and extends to the customer-facing experiential marketing, all of which is vital for a business’s survival, rising profitability, and long-term success.

Brands are shaped by influential leaders.

In contrast to the leader who pays little or no regard to their impact on branding, some leaders carry and drive a company’s brand with tremendous success. As a leader, having a compelling brand vision has a significant ripple effect that begins with internal corporate culture and extends to consumer encounters and overall brand perceptions. Customers respond to the company’s passion with strong brand loyalty that echoes the internal organization culture.

Creating a Positive Customer Brand Experience

Visionary leaders know exactly how they want their image to be perceived and focus on ensuring that the brand is consistently active across all platforms and at all touchpoints. A continuous and efficient brand strategy produces powerful consumer experiences that foster strong loyalty. Distinctive brands thrive, standing head and shoulders above their competition, and visionary brand leadership is often the unseen trigger fueling that brand success.

A leader has the ability to have a significant impact on the brand, from internal procedures and details to customer and stakeholder perceptions and experiences. Being aligned with the brand values-is an extremely effective tactic for any leader, regardless of company size. When a leader directs and creates a corporate brand while also ensuring their personal brands’ alignment with their product or service brand values, he/she maintains both internal and external brand consistency. This unwavering commitment to consistently deliver on the brand’s promise to both employees and customers is what ultimately makes brands successful, gives them longevity, and contributes to the company’s long-term profitability.

By combining an effective strategy with brand leadership, your company can avoid the traps of faceless corporations by becoming more relatable and human. Owing to the fact that the customers already trust your company, it protects your organization from unfavorable blow back when problems inevitably develop. Thus, creating a successful business model.

Content Disclaimer

Related Articles