Building a brand is about more than creating and marketing a great product, though of course, that’s an important component. But creating true brand loyalty means effectively marketing every aspect of the company, from the experience in the store, to the product involvement, to the management team – most importantly, the CEO.

Apple is one of the most innovative and influential technology and software companies in the world, known for its loyal customers and the Apple culture they follow. In 2008 and 2009, Apple was named the most admired company in the United States by Fortune. Apple customers aren’t just customers; they’re Mac FanBoys and FanGirls. Mac Fans live in an iWorld, and maybe I should say “we,”, because I’m guilty of this too, even Tweeting recently about the iPad that iWant so desperately. When you’re so dedicated to a brand, news such as the recently announced resignation of Steve Jobs can hit a brand hard.

Consumer opinion of a CEO can strongly affect how a consumer perceives the brand, which is why CEOs are sometimes referred to as chief brand officers. To Mac Fans worldwide, Steve Jobs is their messiah. Most recently named CEO of the Decade, Jobs has always been the face of Apple – from co-founding the business in a garage in 1976, through is hiatus as CEO in the ‘90s and still now, as he leaves the company for medical reasons. So often we hear about a CEO leaving a company, but so rarely do its customers feel such deep concern for that CEO, or the media delve into that CEO’s life and influence on the industry in such detail.

People in the tech world love Steve Jobs for his dedication to drive innovation and the Apple. Jobs unveils each new Apple product personally, from the first Macintosh computer in 1984, to the latest products today, customers hear about the product from Jobs  – sporting his ever-present black turtleneck – at a press conference dedicated solely to that product.

Certainly, Jobs’ replacement Tim Cook has big shoes to fill, though I don’t think anyone expects that. It will be interesting to follow how Apple handles the CEO transition, from emphasizing the importance of Jobs’ role and influence on the company, to positioning Cook as a competent choice to carry on the Apple brand.