PERSONAL VERSUS CORPORATE BRANDING

PERSONAL VERSUS CORPORATE BRANDING

There are two types of brands: Personal and Corporate. Choosing the best fitting title for your company requires asking some questions, getting objective answers and some future considerations. A Personal Brand is based around a person, just like it sounds. Oprah, Martha Stewart, Tony Robbins, etc. These brands can be applied to any number of products or services that can reasonably be affiliated with the individual such as Oprah’s Magazine “O” and Martha Stewart’s many lines of home décor. The brand holds the values, skills and notoriety of the person after whom the brand is named.

Corporate Brands are not centered around any one person, but rather a concept, idea or industry of focus. In some cases, the brand name is nonsensical, like Google or Trivago, which makes them catchy, but increases the cost of advertising. 

Corporate Brands are more flexible because it matters less who is at the helm of the brand, allowing corporate brands to be bought, sold and expanded seamlessly into multiple industries. Example: Microsoft, Apple, and Starbucks. While the CEOs of these companies are able to reach high levels of fame, just like with Personal Brands, that person can also be switched out without the brand losing all of its value and credibility. Example: Steve Job’s passing and subsequent appointment of Tim Cook as CEO of Apple. Apple is worth more now than when Steve Jobs was CEO.

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Are you searching for a corporate branding strategy that could assist in raising awareness of your company? Businesses from many different sectors such as hospitality, finance, and even the automotive industry have found that printing their logo onto bottled water can be a simple yet effective way to advertise their products and services in a strategic way. Bottled water can easily be sold or provided complimentary at hotels, offices, and even at trade shows or exhibitions, so if you are intrigued and wanting to give branded bottled water a try, head to the Custom Water website for all the information you need.

So… Personal or Corporate? How do you know which one is right for you?

Questions:

  1. Will customers buy from anyone selling the products or services you make?
    1. Yes: Corporate
    2. No: Personal
  2. Is having you in the sale critical to making the sale happen?
    1. Yes: Personal
    2. No: Corporate
  3. Is your type of product or service specific to you as a creative, innovator or inventor?
    1. Yes: Personal
    2. No: Corporate
  4. If you were taken out of your business for 6-months, would it negatively affect the sales of your company?
    1. Yes: Personal
    2. No: Corporate
  5. Do you want to be able to sell your business in the future?
    1. Yes: Corporate
    2. No: Personal

Now that you know what sort of brand you require, take the next step in working with a brand design agency to develop the logo design, messaging, design style, color palette, typography and guidelines that will guarantee consistency wherever your brand appears. On one hand a personal brand may give you the status of an expert in your field, and you could scale that way, but on the other hand a corporate brand might help more with building trust with your audience and could look more professional.

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Christophe Rude

Christophe Rude

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