The concepts of branding extend far beyond companies and products. Personal branding has become a powerful tool for those who seek to stand out and convey their unique value propositions. Understanding the differences between company branding and personal branding, why both are important, their benefits, how to choose between the two, and strategies for creating a personal brand is crucial for anyone looking to elevate their business and marketing.

Company Branding vs. Personal Branding

Company Branding
Company branding is the process of creating a holistic identity system for a business. This encompasses the company's mission, values, culture, in a visual way to relate the essence of the company and clearly convey with the business does. In the grand scheme of things, a company's brand is designed to resonate with its target audience, creating trust, value and loyalty.

Company branding is essential for distinction in the market. A strong brand communicates a company’s value, can build customer loyalty, and influence a positive perception to your audience. It also helps attract top talent, as potential employees often seek out companies with strong, positive brands.

Companies like Apple and Nike, are always amazing examples of company branding. They have historically stayed true to their brand and it has served them well, but they have crafted it over decades to create a perception. Company branding, in truth, is a slow burn. If taken care of and done well, has amazing benefits to a company’s marketing, organization, and value.

Personal Branding
Personal branding, on the other hand, focuses on the individual. It involves presenting oneself in a way that highlights personal skills, experiences, values, and passions. This type of brand is built around a person's unique traits and professional identity, aiming to establish them as an authority or thought leader in their field. When you think of personal brands; social media influencers, actors, musicians, artists, motivational speakers - the list goes on… but these are focused on an a person’s essence and how you relate to an individual. While you may not be the next George Clooney, you too already have a personal brand whether you realize it or not. How you speak to people, the values you hold, how you move through the world… all create a personal brand. Crafting a personal brand is when you intentionally create the perception of yourself to connect with people in a more strategic way.

Personal branding is crucial for anyone looking to move up within a company, or is an entrepreneur/collaborator. Personal branding is where individual influence can significantly impact business success. It allows you to showcase your expertise, build credibility, and create opportunities for career advancement. Just as a company brand builds influence to its audience, a personal brand can also provide the same powerful sense of authenticity and relatability, making it easier to connect with people on a deeper level.

The Important Connection
Whether you are a business or an entrepreneur, or even an employee, choosing between Company or Personal branding can be difficult. Truthfully, you can and should do both! The fact is, people are more inclined to connect deeper with a personal brand over a company. This is why I encourage company leaders to consider a personal brand. This not only benefits the individual, but the company overall. For example, every time we think of Apple, we think of Steve Jobs. It goes hand-in-hand but yet, they are distinct from one another. We have Apple the company - sleek, modern, top of the line technology; and Steve, the cool yet nerdy, innovative, leader of modern technology. While Apple has evolved (for many reasons, my personal though, not in the best way…) we stay loyal because of Steve Jobs. We had a loyalty to him because of the human connection he made. Now that Tim Cook has taken the role of CEO, we don’t have the same connection we once did to the company. The values of Tim’s personal brand doesn’t fully align with Apple and we, as an audience, feel the ripples of that.

Choosing Between Personal Branding or Company Branding

Choosing between Company branding and Personal branding completely depends on many things but ultimately, it depends on your overall goals. While you can do both, which one should be tackled first. Here are a few things to consider:

Your Company Goals:

• If the goal is to establish a market presence and build a loyal customer base, company branding should be the focus. Good marketing doesn’t happen without great branding. You will need clearly defined ingredients to create a distinction in the market.

• For startups or small businesses where the founder's identity is closely tied to the business, a hybrid approach will be the most beneficial.

Your Individual Goals:

• Professionals seeking to advance their careers, change industries, or establish themselves as experts or thought-leaders should absolutely invest in personal branding. In corporate settings, I’m sure you’ve heard it “What is your personal brand?” If you’ve been asked this… you need personal branding.

• Entrepreneurs and freelancers, whose businesses are an extension of their personal expertise, may find personal branding more impactful. (Hi! I’m right there with you!)

Your Audience, Market, and Industry:

• Consider your target audience. For B2B businesses, company branding might take priority, whereas B2C businesses can benefit significantly from the relatability of a personal brand.

• In highly competitive markets, a strong personal brand can help differentiate an individual from the crowd, making it a strategic choice.

A Good Place to Start

1. Define Your Brand: Identify your unique strengths, values, and passions. Understand what sets you apart from others in your field and how you want to be perceived. (A super helpful resource is my FREE guide to “Building a Powerful Brand” to help you along!)

2. Develop Your Voice: Having a clear and consistent tone, style, and messaging is key! Your voice should reflect your personality and be authentic to who you are and what you are about.

3. Leverage Social Media: Platforms like LinkedIn, Twitter, and Instagram are powerful tools for personal branding. Share valuable content, engage with your audience, and showcase your expertise. Being strategic on where your audience is, will help you choose which platform your voice will project the most.

4. Network Strategically: Attend industry events, join professional groups, and connect with influencers. Building relationships can give people a chance to personally connect with your brand. Online is great but will only get you so far. Human connection is the gold standard!

5. Create Valuable Content: Blogging, podcasting, and public speaking are excellent ways to demonstrate your knowledge and build credibility.

6. Be Authentic: Authenticity builds trust. Be genuine in your interactions and stay true to your values and beliefs. The more confidently you can live your brand, the more authentic it becomes.

7. Seek Feedback and Adapt: Continuously seek feedback from peers and mentors, and be willing to adapt your brand as you grow and evolve. We all have our own perception of ourselves, but being open to others feedback is essential, but also knowing the difference in constructive criticism and “haters” will help develop your brand in a way you can be proud of.

8. Be Consistent: Whatever strategy you choose to implement your brand, consistency is KEY. Make sure that you can deliver on what you promise - your messaging, your identity, your marketing… all of it. Consistency builds trust and will make or break the brand in the long run.

Need More?

Here at LaWilliams, we specialize in branding! After being in corporate for 15 years and working on branding campaigns for the big boys, I deeply understand the intricacies of company branding. After moving up to lofty heights on the corporate ladder, I also understand the importance of personal branding as well. Perception is reality. Whether you are a business owner, an entrepreneur, or media mogul… branding is how you move through the world and we are here to help with that. If you want professional branding, schedule time today and let’s get that going for you!

Article written by Lauren Keel Williams

Lauren Keel Williams is the Founder, and Principal Designer of LaWilliams Design. Stemming from a background in the fine arts with a duel degree from SCAD and ACA, she began her corporate career as an in-house illustrator to Art Director for Fortune 500 companies, leading teams on branding and marketing campaigns for national and global initiatives, by working directly with industry executives for 15 years. Her experience led her to entrepreneurship, in order to help independent businesses grow in her community of North Georgia.

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