Personal Brands vs. Your Business's Brand: A Powerful Partnership

In this blog post, I wanted to share some of the learnings I’ve experienced in recent months relating to brand building; both personal and business.

As a business owner, I have spent and continue to spend countless hours building my businesses brand - crafting its voice, fine-tuning its message and ensuring that it resonates with our audience. But over time, I've come to realise something important: while my business's brand is essential, my personal brand is just as important. In fact, the two need to work together harmoniously. Neither one is more important than the other; they are complementary forces that, when aligned, can elevate both my business and myself.

The Power of the Personal Brand

Let's start with personal branding. In today's digital age, people are more connected than ever. Social media, blogs, podcasts and other platforms allow individuals to share their thoughts, experiences and expertise with a global audience. This is where personal branding comes into play. My personal brand is my reputation, my voice, and my unique perspective. It's how people perceive me as an individual—what I stand for, my values, and the expertise I bring to the table.

When I put effort into building my personal brand, I'm not just promoting myself; I'm also indirectly promoting my business. People like to do business with those they know, like, and trust. By sharing our personal journeys, insights and expertise, we build a connection with our audiences that goes beyond a transactional relationship. They see the person behind the business, which builds trust and credibility.

A key focus for myself over the coming months is to continue building upon my personal brand, knowing it’s something that will pay dividends in the long-run.

The Business Brand: The Foundation of Success

On the other hand, my business's brand is the identity that I have been building over the last few years. It represents the core values, mission and promise that my business delivers to our clients.

However, I've learned that a strong business brand alone isn't enough. Without a personal connection, it can sometimes feel impersonal and distant. That's where my personal brand comes in - to bridge that gap, to bring warmth and personality to the business.

Why Personal and Business Brands Must Work Together

1. Mutual Reinforcement: My personal brand and business brand reinforce each other. When I deliver a presentation, write an article or post on social media, I am representing both myself and my business. The credibility I build personally reflects positively on my business, and vice versa. People see my expertise and passion, and they associate that with my business, strengthening both brands simultaneously.

2. Humanising the Business: In an age where consumers crave authenticity, my personal brand adds a human element to my business. It shows that there's a real person behind the logo, someone who shares their values and understands their needs.

3. Navigating Challenges: When challenges arise, having a strong personal brand can be a stabilising force. Customers may stay loyal because of the trust they've built with me personally.

4. Attracting Opportunities: A well-developed personal brand attracts opportunities that might not come to the business brand alone. Exciting opportunities can come through personal connections and recognition. These opportunities, while personal, inevitably shine a spotlight on my business as well.

The Balance: One Isn't More Important Than the Other

It's easy to fall into the trap of thinking that one brand must take precedence over the other. But in my experience, that's a mistake. Prioritising my personal brand at the expense of my business brand could lead to confusion and dilute the company's identity. On the other hand, focusing solely on the business brand without investing in my personal brand could make the business seem faceless and unapproachable.

The key is balance. I must nurture both brands, understanding that they serve different but complementary purposes. My personal brand should be an authentic reflection of who I am, while my business brand should consistently represent the values and mission of the company. When aligned, they create a powerful narrative that resonates with existing and potential clients.

Closing thoughts

We work with our clients to develop and implement various campaigns. Whilst the strategies and tactics of our clients vary so vastly, one thing that has never failed any client is incorporating the founders, directors or managers into the campaign. We see it work time and time again - which only backs up the thoughts I’ve shared in this blog post.