can branding be personal?

Personal branding has become a thing, especially now so much business happens on video and on LinkedIn. I’ve branded organisations and individuals who run their own businesses, so here’s my take.

the big question: how far do you want to grow?

If your brand is your name and your face, growth is tied to your time. That’s fine if you want a business built around you. If you want it to grow beyond you, or one day sell it, the brand needs to stand on its own.

Richard Branson is a good example. His personality is everywhere, but the brand is Virgin. Compare that with a business that is only ever its founder’s name: it’s harder to hand on.

look and feel, or purpose and behaviour?

Personal branding is often treated as a look: the headshot, the colours, the style of posts. That matters. But the brands that last start with purpose, motivation and behaviour. Why do you do what you do? How do you treat people? When that’s clear, people get what they were promised, and trust, loyalty and recommendations follow.

a practical way to do both

• Be clear on your why, and say it in your own words.
• Build a business brand that reflects your values, so it can grow with your team.
• Use your personal profile to start conversations and show your expertise.

Glued is a good example. People work with me, and I’m proud of that. But the brand stands for clear and honest marketing, which is something the whole business can deliver.