As a business owner, it can be challenging to determine an approach when working on a brand strategy. I am often asked which should be addressed first: the company brand or the personal brand. Or worse… people will only want to address the business brand and allow the personal brand to blow in the wind.
Let’s first address the differences and similarities of a personal brand and a business brand. They definitely have some similarities, but they are also quite different. Here are some key differences between the two:
- Focus: A personal brand is built around an individual’s personality, skills, and expertise, whereas a business brand is focused on the products, services, and values of a company.
- Ownership: A personal brand is owned by the individual, while a business brand is owned by the company.
- Longevity: A personal brand can last a lifetime, whereas a business brand can evolve or change over time as the company’s products, services, or values change.
- Scope: A personal brand is typically narrower in scope, focusing on a specific niche or area of expertise, while a business brand can be broader, encompassing a range of products or services.
- Audience: A personal brand is often targeted at individuals, while a business brand is aimed at a broader audience that includes customers, investors, and other stakeholders.
- Marketing: A personal brand is often marketed through social media, personal websites, and other personal channels, while a business brand is marketed through advertising, public relations, and other traditional marketing channels.
- Branding Elements: Personal branding typically uses the name of the individual as a central branding element, while business branding incorporates logos, taglines, and other visual and verbal elements.
A personal brand is built around an individual’s personality, skills, and expertise, while a business brand is focused on the products, services, and values of a company. Both types of brands can be valuable and powerful, but they serve different purposes and require different strategies for building and maintaining them.
Both should have specific strategies, however for most industries and companies, it is critical that a personal brand should be developed and focused on first. People tend to follow and emotionally invest in the stories of personal brands. This does not mean we don’t also tell the brand stories of a company.
However, if your company works closely with individuals and there is an element of trust and credibility, a personal brand should be addressed first.
Please contact me if you have any questions about personal branding. I would love to help you connect the dots!