Personal Branding vs. Company Branding: Do you Know Which Is Best For Your Biz?
Branding can seem so confusing, am I right? There seems to be all these rules of do’s and don’ts circulating the creative industry of how to create an authentic and profitable brand. Maybe you have this dream of growing a brand that’s bigger than yourself, but you aren’t sure where to start or pivot because you keep hearing how personal branding is the only way to go. Well friend, I’ve got the breakdown between personal vs. company branding and how to know which one is for you.
As a brand strategist, I’m very passionate about building an authentic brand that reflects the heart of your life’s work, but I’m also passionate because, as is life, there is no “one size fits all” branding option. How exciting is that?
SO WHAT IS THE DIFFERENCE BETWEEN PERSONAL AND COMPANY BRANDING?
Personal Branding – is building an authentic brand through sharing your own experiences, stories and values to connect on a deeper level with your ideal client and build a personal brand that’s as authentic as it is profitable.
Company Branding – is building an authentic brand that gives your big dreams the space to grow and flourish along with your business, future team, and ideal client’s dreams and values while at the same time building a company brand that’s as authentic as it is profitable.
Quite a few coaches and strategists out there will tell you that building a personal brand is the only way to go. And while there’s a huge value in building a brand around your own personality, story, and values, there are also several instances in which a personal brand doesn’t necessarily apply. Instead, it’s so important to take your goals, your business model, and your preferences into consideration as you navigate your small business journey!
Yes, I believe there is a time and a place to be “Your First and Last Name Photography” or “Your Name Goes Here Events.” But in my experience these kinds of brands aren’t for everyone. I know you want to create a brand that reflects the heart of your life’s work and meets your ideal clients right where they are, but how do you know if you should build a personal or company brand? Today, let’s take a look at some common scenarios for building a not-so-personal brand.
YOU HAVE (OR DREAM OF BUILDING) A TEAM
You have a team and want to create a brand that allows each member to feel truly represented. Maybe you want to give your team members the space to take true ownership of the work they’re doing. Now I get it, there are some teams who have absolutely no trouble operating under the name of their employer and that’s wonderful. But if you know from Day One, you want to build a brand that operates as a team and carves out space for every team member to share the spotlight, it may be a good idea to think about branding yourself as a company rather than as an individual. With a company brand, you’ve now given yourself (and your future team members!) the ability to step into a brand that’s built around collective values, vision, and mission that will propel y’all forward.
YOU HAVE MASSIVE DREAMS OF SCALING
Do you have dreams of seeing your product on the shelves of West Elm or Anthropologie one day? Do you envision a group of franchised locations across the country? What about a multinational storefront that puts your product or service in front of new audiences daily?
If so, then building a personal brand may not be the best way to go. To reach your massive dreams of scaling, you need a brand that will grow beyond your story. If you’re building an empire with a team of people working below you to bring that same dream to life, then it may be in your best interests to brand as a company.
YOU DREAD BEING THE CENTER OF ATTENTION
Maybe you’re just not comfortable with being the face of your brand. When I approach this subject with some of my custom branding clients, they literally cringe at the idea of being front and center within their brand. The idea of stepping in as the face behind their work doesn’t exactly make them jump for joy. And that’s totally okay. There’s nothing wrong with creating a brand that puts your work (and the value that it offers your ideal client) at the core of it all.
If you’re uncomfortable with the idea of a personal brand now, can you imagine how you’ll feel after months of doing business in that way day after day? Hello, burnout and overwhelm! Building a brand around a concept you aren’t ready to fully own is no way to do business. Instead, give yourself the permission to build a brand that takes the spotlight off of yourself and instead places it squarely on how your work can help your ideal client achieve their definition of success.
PERSONAL BRANDING VS. COMPANY BRANDING
So there it is friend, the common scenarios I see for when building a company brand is better for your biz than a personal brand. In case you missed it, earlier this week I also shared the #1 Myth no one is talking about and what building a personal brand can actually look like if it fits your business values and mission.
If you’re ready to build a brand that gives your big dreams the space they need to flourish, then let’s chat about how we can make that happen, friend!
I’m currently accepting new branding clients for early fall projects, and it would be a joy to craft a visual brand that reflects the heart of your life’s work. Get in touch here to schedule your complimentary consult call!