When we think of branding, our first thoughts may be related to the way a company promotes itself.
If we say the name of a popular brand, you’re likely to instantly remember their iconic slogan, unique logo, and contrasting colors that make it stand out from others.
But that is not what branding is all about.
It is not only the visual identity that differentiates a business, it is a specific feeling that can make us desire the product or service on offer. If, on one side, branding is key to represent a company, what makes a person successful and a leader in a market, is effective personal branding.
What is personal branding and how is it connected to company branding?
Personal branding sheds a light on who you are as a person, before your business. It highlights your values and the way they impact what your company is all about. It’s what is actually capable of influencing what the public thinks of you and can change the way customers interact with your company. You are an extension of your brand and the way you are perceived can positively (or negatively) impact how potential customers see your services/products.
Think of the many leaders in the market like Jeff Bezos or Steve Jobs. The two are connected to their companies Amazon and Apple and have both influenced the way people perceive those brands.
We can also see the effect of personal branding from how celebrities can use their popularity to branch out into other ventures besides entertainment. If people enjoy the personal branding of someone, they are more likely to support them by buying their products, subscribing to their services, and so on. That’s often more likely than someone who has no presence or impact but that offers a good product, that sadly goes unnoticed as people are given no specific reason to support them. If people don’t have a reason to trust you, how can they trust your products/services?
Branding vs personal branding
Branding is not only about making your company look good, and appear trustworthy. You choose the design, colors, and type font that can entice people to feel a specific way about your business. Branding is the subconscious script running in the background, the emotions it conveys, the experiences it gives, the memories it creates.
On the other side, you have personal branding. Its focus is on telling the world what’s your story and your values and make your brand authentic by showing how it relates to who you are and what you believe in.
Your personal branding can be down to the way you interact with your customers and how you decide to promote what you’re offering.
In the same way that you will decide who to hire for a role not only based on work experience but also on personality, people who view your online presence will make a judgment and extend that to your business.
What’s coming next
Stay tuned for our next blog article where you will find our tips for developing your Personal Branding.