As one of the most significant factors which contribute to the positioning of organizations not only on the market, but also in the eyes of the consumers, is the brand. Creating a successful brand is one of the hardest tasks of a marketing strategy. If the organization possesses a strong brand which attracts consumers, then it is ensured long-term success. Branding enables for the organizations a stable income and creating a competitive advantage over the other organizations. The aim of this paper is to overview leader influence on the brand-creating process in order to increase competitiveness, as competitiveness today represents a basis of the long-term survival of the organizations. After a conducted survey, the conclusion is that employees in organizations are of the opinion that a leader's role in the brand-creating process is very significant.