Often I am asked by entrepreneurs whether they should focus on branding their business or branding themselves. A personal brand is typically a business that is built around a person and their name. A business brand is an identity (fictitious or not) that is created for a business. It promotes the brand name of the business as opposed the the specific talents/expertise of the owner of the brand.
Many think that personal branding is only for actors, artists and those that want to be famous. Guess what? It’s not! Personal branding is for those who wish to improve their career, climb the social ladder and improve the brand equity along the way. Personal branding is also critically important for leadership.
Business branding may be preferred by some. There are many companies that do very well without their founder having a strong personal brand. It is definitely not a requirement. Many purchase products simply because they like them and what the company is all about without knowing anything about the face behind the business.
However, I see so much earning potential behind creating a personal brand. It is a method that has worked for me and countless clients. It is a method that helps entrepreneurs create multiple streams of income through product endorsements, their own products, services, public speaking, personal seminars, books and more.
Here are three reasons why I prefer creating a personal brand over a business brand:
1. Never Run Out of Customers: Yes, the customers know that you exist. They know that SOMEONE created this business. They know that someone is behind that logo. If people are raging fans of your product/services they can also become raving fans of YOU as an individual. That allows you to build an audience that will support your new endeavors such as writing a book, public speaking, a clothing line, a new enterprise you want to start, etc.
2. Your Business May Change: As you learn more in your business and expound you may change your mind about some things. You may decide that you no longer want to offer a particular service, product, etc. One of the things I like about your using own name & creating a personal brand is just that: you can evolve with it. You’ll learn new things, start new companies or websites. And when you do, why would you want to leave all the amazing work ,followers, readership behind? Creating a business brand makes it difficult for a business owner to evolve into doing new things under the business brand.
3. Builds Loyalty: When you work on creating a personal brand you are choosing to show others parts of your life and/or your personality. Building a personal brand encourages you to become transparent about some things in your life and/or your business. This transparency and the sharing allows people to personally connect with you. More and more people want to do business with people..with PERSONALITIES not large businesses. Once a consumer feels that connection with you, your journey and your story they will feel that you are the only person in your particular industry that can solve their problem. Allow people to know you and to like you. That will eventually build the trust. The trust will lead to them referring others and much more loyalty to your business.
In conclusion personal branding has its pros and cons. One “con” you may have to face through personal branding is criticism. When you brand yourself as opposed to your business you will be looked at with much more scrutiny. People watch your every move very closely and your privacy may take a hit. In addition, if you make a mistake you will have to answer tough questions and bail yourself out. I think we all learned this through Tiger Woods.
Business brands are less likely to fall under the microscope and can rebound more easily from negative publicity because the relationship with their followers is less personal.
I’d love to help you with building a personal brand. Check out my new book. It can help you on your journey! Click here to order your copy. To learn more about me and what I offer visit www.LeniseWilliams.com