There’s a common misconception that your company’s brand is bigger and more important than your personal brand. When you’re a top-tier company like Coke, that’s completely true. Related: How To Avoid A Huge Personal Branding Mistake But when you’re a small or medium-sized business, your personal brand and corporate brand are basically intertwined. What you do personally will directly affect how your business is perceived. Here’s what Jason DeMeyers had to say on Forbes: There’s a common misconception in business that it’s the company’s brand alone that matters. In certain areas, this is true. For example, when considering small ticket items that are consumer goods such as toothbrushes or toilet paper, the vast majority of buyers are not interested in the company’s CEO. But for smaller businesses, service oriented firms, B2B companies, and artisan B2C companies, the owner’s brand is absolutely critical. You could benefit from a personal brand. Here’s how.
Benefits Of Personal BrandingWe could go into countless case studies of times personal branding issues have wrecked a small company’s hopes, but instead, let’s focus on the positive. Here’s what you and your company get from taking charge and crafting your own branding:
- You control the message. When potential clients, employees, or even employers look for you, they’ll be more likely to find information you provided.
- You have a focus/direction. Often, knowing how you want to professionally brand yourself will lead you to naturally pursue opportunities to deepen your branding. Your expertise and authority in your field will subsequently grow.
- Your company will gain loyal customers. Remember how Steve Jobs became synonymous with Apple’s brand? The fascination with Steve led many people to become loyal lifetime customers of Apple. Strong personal branding can bring your company similar loyalty (though realistically not on the same, cultish scale as Apple).
- You won’t be limited by a single business’s goals. As Shanice Cameron writes, “If my vision was to create a huge design agency that I’d eventually sell, a business name would be the best fit. But a huge design agency just isn’t my goal,” so she used her name as her brand.