A Personal Brand or a Company Brand. WHich is right for you?

by | Apr 17, 2024 | Newsletter

This week, I was asked by a Brand MessagingOS client during our Momentum Mixology™ session if they should focus on their personal page or their company page.

I get this question, or its kin – should I build my business as a personal brand or company brand – a lot.

In nearly every case, the answer is to focus on your personal page/brand because you will have more impact. That’s especially true for you as a reader of this newsletter.

If you’re at the personal brand vs company brand conundrum, let’s review a few reasons to consider both options.


The Personal Brand Path


Choosing the personal brand route means putting yourself front and center. It’s like deciding that the unique flavor of your story, skills, and personality is the main ingredient in your business’s success cocktail.

Here are a few reasons to consider going down the personal brand path.

1 You Are Your Business

If your business relies heavily on your expertise, experiences, or personal stories—like coaching, consulting, writing, speaking, or creating content—then a personal brand makes sense and is probably essential. Your name and persona become your business’ unique selling propositions that competitors can’t replicate.

2 You Work in High Trust Industries

In fields where trust and personal rapport are paramount (think health & wellness coaching, personal development, legal advice, etc.), clients often prefer to connect with a person rather than a faceless company. A personal brand can bridge this gap, offering a human touch that builds trust and loyalty.

3 Thought Leadership

If establishing yourself as a thought leader is a key strategy, a personal brand allows you to share your insights, opinions, and experiences directly with your audience. It positions you as the go-to expert in your niche, opening doors to opportunities like speaking engagements or book deals.

4 Flexibility and Adaptability

Personal brands can pivot more seamlessly than company brands. If your interests or expertise evolve, your personal brand can adapt alongside you. This flexibility is invaluable for solopreneurs who thrive on innovation and personal growth.

5 Authentic Marketing

When you are the brand, your marketing can be more authentic, engaging, and relatable. Sharing your journey, challenges, and successes creates a narrative people are eager to hear and follow. This storytelling aspect makes marketing feel less like a pitch and more like an invitation into your story.

6 Networking and Collaboration

A personal brand can open up unique networking and collaboration opportunities. People connect with people, making it easier to form partnerships, join masterminds, or collaborate on projects. Your personal brand can act as a magnet, attracting others in your industry who want to connect and work with you.

So, a personal brand may be your choice if you want your personality, expertise, and values to shine as the distinctive flavors of your business.

It’s not for everybody, though. Personal branding requires vulnerability and authenticity, but it can be the most rewarding path to success for the right person.

On the flip side, you have company branding.


The Company Brand Path


Choosing a company brand over a personal brand is the path to take when you’re ready to build a brand independent of your identity.

Here are a few reasons to consider going down the company brand path.

1 Scaling Ambitions

If your vision includes growing the business beyond what one person can manage, a company brand can make scaling up more seamless. It allows for a broader scope of operations, building a team, diversifying product lines, or entering new markets without being limited by the founder’s personal capacity.

2 Potential for Exit

You may want to sell the business in the future. Company brands are more attractive to potential buyers because it’s easier to sell a business that doesn’t rely on the founder’s personal brand.

3 Privacy Concerns

A company brand offers privacy for those who prefer to keep a clear boundary between their personal and professional lives. It allows you to build a successful business while maintaining anonymity or keeping your private life separate.

4 Building a Team Culture

If you want to build a company culture and a team that carries the brand forward, a company brand provides the framework for creating an identity that every team member can contribute to and embody beyond you.

5 Product-Focused Businesses

If your product is the star of the show—such as software, apps, or consumer goods—the company brand path can focus on the product’s benefits and features, rather than your story or expertise.

6 Legacy Beyond the Individual

A company brand can be a vehicle for creating a lasting legacy that transcends the founder’s life – think Rockefellers. It’s about building an entity that continues to make an impact, deliver value, and thrive, regardless of your involvement.

Choosing a company brand is a strategic decision that positions a business for growth, scalability, and possibly an exit strategy without anchoring it to the founder’s personal brand.


Last Call: Making the Choice


So, what do you think? Which path aligns more with your direction?

The choice between a personal and company brand is deeply personal and strategic. Reflect on your long-term goals, desired lifestyle, and how you want to be perceived in the marketplace.

Whether you decide to go with a personal or company brand, authenticity and consistency will be key to crafting a brand that resonates and endures.

And keep this in mind: You can always change your mind.

Until next week, keep pouring your passion into every endeavor, whether building a personal connection or crafting a company legacy.

The right blend is out there, waiting to be discovered.

Whenever you’re ready, here’s how I can help.

1 Brand Messaging OS:  Join over 100 founders and solopreneurs and create your own brand messaging operating system (BMOS) and bring clarity, focus, and alignment to your audience, message, and offer.

Imagine not worrying about what to say when asked, “What do you do?” Or not worrying about needing to get another job because your leads have dried up. If that sounds like something you need, the BMOS may be for you. Schedule a call, and let’s chat.


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