In my blog Should you Develop Your Personal Brand? I argued that it is indeed very important to do so, and that it’s not enough to just focus on building the business brand.
The world has changed, and nowadays the personal brand must be part and parcel of the promotional mix. Even if it’s your intention to one day sell your business it’s a mistake to put all your efforts into simply promoting your business or product brand names.
People usually associate brands with companies and products. Consider household name brands like Apple. They have products which include the iPhone, and Mac computers among others, or Microsoft the company has its products OneDrive, Outlook, Word, Excel and more. It’s easy to assume that the focus should be purely on getting name recognition for the company and product brands.
However, both these companies also have dominant personal brands associated with them: Steve Jobs (now replaced with Tim Cook) and Bill Gates (now supplemented by Satya Nadella).
Building a Business Brand
While individuals come with their own personal styles and approaches, business brands have to be specifically created to have a personality and comprehensive messages. The business needs to stand for something and hold out a promise. Branding actively creates the business you want to be known for, and the perception you hope consumers will have when coming into contact with your company, product or service. A business or product brand is essentially comprised of names, logos, any icons, slogans, copy and other collateral.
Most businesses that don’t use the founder’s own name will have the company name to promote as well as one or more products. That is already quite challenging for a small business to deal with so adding the personal brand to the mix might seem a stretch too far.
Certainly, it is much simpler on all counts if you’re just using your personal name for everything. That’s probably why so many coaches and mentors out there do this. Names that come to mind as examples of this include Tony Robbins, Brendon Burchard, Jeff Walker, Marie Forleo and more. Indeed, it seems to be the norm in the personal development industry for thought leaders to be the brand.
There is undoubtedly a marketing efficiency these businesses have of using fewer brands or a singular brand. They have an advantage in brand building and customer communication because they just put all their branding and marketing efforts into promoting one name.
This means they get name recognition more rapidly. It’s like ploughing all your marketing efforts into a single domain. You’re much more likely to rank in the search engines if you are using a single domain name rather than spreading your budget across 2 or 3 domains.
However, unless your focus is on a speaking career, and selling digital courses as part of that, it might not work for you to use your own name as the business’ name despite the undoubted advantage in doing so.
In practice, most businesses will have several brands, and the personal brand will sit alongside them. Examples that come to mind, apart from Apple and Microsoft, include, Elon Musk and Tesla, Richard Branson and Virgin, Mark Zuckerberg and Facebook.
When you have 3 or more brand names, it can nevertheless be quite powerful because it’s possible that one brand will resonate more with someone than the others and they will therefore remember it.
For example, some people may not have a clue who Shireen Smith is, but they have heard of Azrights, or vice versa. Similarly, if people hear the podcast or come across the Brand Tuned branding product, they may not be aware that Brand Tuned is a product that belongs to Azrights.
As Chrissie Lightfoot discussed in the recent podcast interview over on Brand Tuned, having three brands, your company, product or book title and you the person, provides a powerful triage of brands for people to come across.
How 3 or More Brands Can Prove Powerful
Many corporates or blue-chip companies will probably feature in the news or other publications. Other corporates seeing their names in publications might recognise that the company has a strong brand that is known for a specific product or service. Or it may be that your business brand comes up prominently in the search results for specific products and services and carries weight searchers looking for a business to consult.
Most members of the public won’t have a clue about the companies that are written about or that appear in the search engines, because they may not be reading those publications or media or searching for a particular solution. They may not really care about a company brand. But they will have seen some person from that company online on LinkedIn, or wherever they hang out, and they’ve got to know the person.
So there’s a strong personal brand there because there’s a personal presence. Or, some people might have had a third party recommendation when they’re playing on Facebook one day, and seeing somebody recommend a book that they’re reading, such as Legally Branded, and won’t have heard of Azrights the company, but they’ll have remembered the name of the book. So, when you say, have you heard of such and such company, they’ll say no, I haven’t got a clue, what’s Azrights? If you say well, have you heard of Legally Branded, they will say, oh yes. Legally Branded.
These different ways in which people can come across your brand mean that you might be recommended or remembered in a variety of different ways.
Failing to use your personal brand is a mistake because it is a useful way to promote the business brand.
The Need to Be Strategic With Resources
However, it is undoubtedly a mammoth task to try to promote 3 or more brands on social media platforms, and with their own websites. So, you need to be very strategic to use your resources to best effect.
Through my own experience of working this out, I believe that on platforms such as LinkedIn where people are essentially looking to connect with others, rather than with companies, it makes sense to focus on your personal brand. Indeed, on most of the social media platforms people will be wanting to follow other people, rather than logos, so you could just maintain a minor presence for your business or product brands on social media, and put your efforts into promoting your own personal profile instead.
As long as you own the social media handles for your business name and products, you don’t necessarily need to post a lot of content on them. The handles will be available to be used by anyone who may buy the business or product down the line.
Whether you should have a personal, business and product Facebook page, or a YouTube channel for all of these and websites is something you will need to think through as part of your strategy. I’ve certainly made the mistake of having YouTube channels for both my business and personally, and it’s simply too difficult to try to keep both updated. However, now that I have them, they stay, but it’s not necessarily how I would have dealt with it strategically, based on my aspirations for the business.
Once your business has a few people working within it, then the people in your team are all personal brands that have the potential to increase awareness of your business and product brands.
You will therefore have increased ways to be discovered and approached. So, don’t overlook the personal brands of yourself and your team members when you are planning how to promote your brand.