Business communication strategy is pivotal to strengthen the brand image of a company. This paper aims to explore the business communication strategy adopted by Bapak Chairul Tanjung (CT), the CEO of PT Allo Bank Indonesia, Tbk., a digital bank in Indonesia. We conducted an interview and discourse analysis including speeches, minutes of meetings, biographies, and some relevant literature related to CT’s business communication strategy adopted to map and analyze his leadership and strategies in leading the company. The results showed that the business communication strategy carried out by CT indicated that four concepts of CEO Brand Theory: (1) Human Capital & Self Presentation, (2) Managerial Competence & Career, (3) Leadership Charisma, and (4) Communication Strategy. Additionally, CT’s business communication strategy also supports CEO Branding Mix concept from Fetscherin’s (2015), namely (1) CEOs with good reputations will focus on company goals and (2) founding CEOs will attract media attention. This study also produced two new concepts that are important to ponder for CEOs in building the company’s brand image, namely: personification and founder engagement.