The public perception of a CEO's personal brand is paramount. His personal brand, anchored in empathy and curiosity, became a beacon at Microsoft. They're real people with real stories, not actors who are playing a role. Related: How to Embrace Authenticity in a World Craving TransparencyYour brand is your legacyA well-developed personal brand doesn't just support your company; it shapes your legacy. Visibility creates culture and confidenceWhen CEOs lead with clarity and grace, they don't just create external alignment, but they also set the tone for their internal teams.