More than ever, the reputation of company leaders influences consumer buying decisions. This is good news for small businesses on two fronts. As the leader of a small company, you have more control over your reputation and that of your co-leaders than you would at a larger company. And despite the low esteem that corporate leadership is held in these days, consumer opinions of small businesses are actually on the upswing. Four in 10 consumers hold companies in lower esteem than in previous years, according to a recent survey by Weber Shandrick and KRC Research - but they noted that 55% of consumers have gained respect for local small businesses over the same time period. And half of a company's reputation comes from its CEO. That translates into a lot of opportunity for a small company whose CEO has good standing in the community. So be sure to offer quality products and services and treat your customers and employees well. And take a leadership role in your community too. For any business, these things are critical for survival. For a small local business, they've never been more important - or represented a bigger opportunity. Adapted from Your Company's Reputation Depends on Your CEO at Baseline Magazine.