Mercedes, Rolex, Aldi… what do all these companies have in common? No, it’s not just that they’re purveyors of the finest quality goods this side of the middle aisle – it’s that you probably couldn’t name their CEO. Or anyone at C-Suite level, for that matter. The same can hardly be said for the names behind Tesla, Meta, and Amazon, whose faces you can probably conjure faster than their logos. 

The likes of Elon Musk, Mark Zuckerberg and Jeff Bezos have risen to a level of stardom comparable with Hollywood celebrities. But while their fame has undoubtedly kept their companies in the limelight, it also means that any personal scandals these founders find themselves involved in can (and will) have dire consequences for their brand – with perhaps the most egregious example of this being Musk himself.

How Tesla fell from the inside

It’s no secret that people don’t like Elon Musk. No matter which side of the party line you fall on, the billionaire tech bro is bound to have done or said something to upset your demographic. Most recently, his short-lived position as the head of the US Department of Government Efficiency (a.k.a. DOGE) landed him in huge controversy – chiefly with eco-savvy young professionals… you know, one of his key customer bases.

His apparent “Roman salute” led angry protesters across the world to vandalise Teslas, often with graffiti personally citing Elon as the target of these actions. Those on the other side of the political spectrum also have serious beef with the oligarch, particularly since he and President Trump had a very public falling out on social media.

As a result, Tesla reported a 14% decline in vehicle deliveries – a downward trend that had already affected the company for the first two quarters of 2025 and shows no signs of slowing. Some have even gone as far as to call Musk the “Tesla killer”. 

Why your brand should be faceless

“Elon Musk is the exception, rather than the rule,” some might say. It’s true that many brands have greatly benefited from being associated with their leaders. You probably wouldn’t be using an iPhone or MacBook if it weren’t for Steve Jobs’ charisma, and the world may never have watched the Avengers assemble without Stan Lee’s involvement. But there are plenty of brands that have skyrocketed to fame without needing a charismatic CEO behind them.

For one, it’s much easier to avoid embroiling your company in a personal scandal if no one really knows who you are. Jeff Bezos’ recent wedding ceremony in Venice raised eyebrows for its over-the-top display of wealth, while Mark Zuckerberg’s right-wing rebrand in the wake of Trump’s presidency has left Meta’s consumer base baffled. But it’s likely no one would bat an eyelid at the CEO of Reddit or Etsy for doing the same behind closed doors.

By keeping these personal matters personal, it allows a brand to establish (and live by) its own values instead. Plus, it’s also easier to control your brand narrative and carefully craft a tone of voice so your company won’t be affected by any regretfully worded Twitter rants.

What customers actually value

Most customers don’t want to worship the brands they buy from like a celebrity. Nobody needs their new sofa signed by a CEO, a paparazzi photo op with their dentist, or an Instagram shoutout from their local drycleaners. What they really want is…

  • Trust and transparency: When a consumer buys from your brand, they want to be able to trust that they’re not only getting the best value for their money, but that your product is doing exactly what it says on the tin.
  • Sustainability: On average, consumers are willing to spend up to 10% more on products that are making serious commitments to sustainability and ESG.
  • Good customer service: There’s nothing worse than a frustrating customer service interaction – which is why half of consumers will switch to a competitor after just one bad experience.
  • Personalisation: Your customers want to feel like they’re your top priority, not just one of millions of followers. In fact, 71% of them value personalised experiences from the brands they buy from.

Here’s looking at you, business owners

For business owners, superstar CEOs like Elon Musk, Jeff Bezos, and Mark Zuckerberg may seem like the gold standard when it comes to propelling your company to fame. And in the early days of creating your brand – whether it’s a marketing agency, a tech company, or a veterinary surgery – it’s true that having a sizable audience on LinkedIn or TikTok can make it easier to get customers through the digital door. 

But there’s a time and a place for revelling in the limelight. And once your business is strong enough to stand on its own two feet, that’s when you might want to think about slipping back into the shadows.

Founders, want more tips? We’ve got you covered

Grappling with globalization or struggling with stress? Whatever is bothering you as a business leader, we’ve probably covered it as part of our Founders’ Series. Give it a read here and remember to get in touch with our expert team when you’re ready to step your business’ website up a gear.