The term branding has gotten quite a reputation over the past decades. Corporations have been using it to significant effect for some time now. They had the budget to do so, and they did. Over the past 15 years, particularly with the appearance and proliferation of social media, a new concept of branding emerged – personal branding.
One of its pioneers was, surprisingly or not, Kim Kardashian. She and others like her have used social media to elevate the concept of personal branding, raising it to the title of Celebrity CEO. In today’s social media-dominated world, creating a brand for yourself as the face of your company is equally as important, if not more so, than the company’s own image.
Besides, not all personal branding is the same. Small businesses and big corporations have different goals. As a consequence, their branding needs to be distinct, and the same goes for their CEOs. Huge, multinational corporations have to be as unique and as different as they can, while still playing for a broad and diverse audience. Startups and small businesses, on the other hand, cannot and should not try the same strategy.
Their branding approach needs to be more targeted, bolder, and better able to attracting and holding attention. It is what personal branding for a small entrepreneur should be. That said, the similarities between business and personal branding, more or less, stop here. Building an own brand will get you a long way to advance the career, business, and open the doors to new opportunities.
Why Should You Build Your Personal Brand Before That of Your Organization?
There are several reasons why personal branding is more essential than company branding. One of the most important, however, is the fact that people connect much better with other people than they do with companies. While a company with a very focused brand and a noble mission will be able to turn heads, it will still pale in comparison to the emotions a person can conjure up in others. The Trump company brand, for instance, would be nothing without the Trump man that represents it.
Secondly, personal brands can adapt to changing situations more easily than companies. As long as you keep focus and don’t spread your branding among too many interests, your audience will grant you the freedom and flexibility to evolve and grow. What’s more, they will come along for the ride, welcoming a change of pace from time to time.
Somewhat similarly, a personal brand will provide you with authority in your field of expertise. It will set the stage for you to capitalize on future opportunities, some of which you may not even imagine or know you need at the moment.
Branding yourself first will provide you with more opportunities, more benefits, and more flexibility than if you would only focus on your company. Lastly, building a personal brand can be as easy as using your computer or your smartphone by sharing your experiences. It will not happen overnight, but with consistency, you will get there.