Personal vs Business Branding: [How to Build Both]

I’m so obsessed with branding because it’s how you show up in the world. It allows you to dictate how people perceive you, what they know about you, and what they should expect from you. Personal branding is the branding of your personal self—your hobbies, interests, likes, dislikes, family, friends, upbringing, heritage, and more. Business branding focuses on what a business offers, how it solves problems for consumers, and how it stands out from competitors. I’m here today to help you get clear on what kind of branding you need to further your goals.

Defining Personal Branding

Personal branding is the art of presenting yourself to the world in a way that showcases your unique identity and values. It’s much more than your job title or list of accomplishments—it’s all about who you are at your core and what makes you special. Think of it as the narrative you control about your life, career, and what drives you.

For example, my personal branding journey helped me land a director role. I was an admissions coordinator doing director-level work, but my job title didn’t reflect that. By consistently posting on social media and blogging about the projects I completed, I showcased the authority and responsibility I’d earned, which caught the attention of decision-makers in my industry. Within a year, I secured a director role, which was a testament to how effective personal branding can be. Branding allows you to demonstrate what you bring to the table in ways a resume or networking conversation never could.

Key Elements of Personal Branding

1. Authenticity and self-presentation: Be you. Personal branding isn’t about creating a fake persona but about highlighting your real self.

2. Storytelling: Share your journey, experiences, and lessons learned. This connects you with your audience on an emotional level.

3. Consistency: Whether on social media or in person, maintain a consistent tone, messaging, and visual style that reflects your personal brand.

4. Visibility: Stay active online, engage with your audience, and make sure your personal brand is always visible to those who may be watching.

5. Accomplishments: Don’t shy away from bragging about what you’ve achieved. Highlighting your wins builds credibility and sets you apart.

Defining Business Branding

Business branding, on the other hand, is a bit more structured and goal-oriented. It’s about how your business solves problems, offers value, and differentiates itself from others in the market. While personal branding is softer and more emotional, business branding focuses on what the business can provide and its unique selling proposition.

For my husband’s football coaching career, I developed his personal brand when he was just a defensive coordinator. Through updating his social media and building his portfolio, we crafted a narrative that reflected his leadership and vision for his future. This helped him land a head coaching job. From there, I evolved his brand, not just for him personally, but for his entire team. I developed his team’s brand through social media, successfully amplifying their core values, mission, and culture to a wider audience.

Key Elements of Business Branding

1. Mission, Vision, and Values: These are the pillars of your business brand. They dictate what your business stands for and how it engages with its audience.

2. Visual Identity: Your logo, colors, and design elements all need to be cohesive and reflective of your business's personality and values.

3. Customer Experience: How your audience interacts with your brand, whether through customer service, social media, or your products, says a lot about your brand. Consistency builds recognition and trust.

4. Brand Messaging: Your messaging needs to be clear, concise, and aligned with your business’s mission. Every touchpoint should deliver the same message, whether in advertisements, social media, or customer interactions.

How Personal and Business Branding Interact

Your personal brand and business brand are connected, especially when you’re an entrepreneur or a small business owner. Your business often starts as an extension of yourself. But as it grows, the business brand takes on its own identity while still being influenced by your personal values. For example, my husband’s personal brand as a coach eventually evolved into his team’s brand. His leadership, discipline, and integrity became the values that shaped the team’s branding.

Leveraging both personal and business branding together is powerful. A strong personal brand can build credibility for a business, while a strong business brand can showcase the skills, mission, and values of the person behind it. Knowing how to balance both is key.

Actionable Tips to Build Both

• For Personal Branding:

• Reflect on how you want to show up in the world. What do you stand for? What makes you special?

• Define your core values and be consistent in presenting them. This includes how you communicate and engage with others online and offline.

• Use social media to highlight your achievements, passions, and personality. Be visible and present.

• For Business Branding:

• Think of your business as an extension of yourself. How can it solve problems for your audience in a way that aligns with your personal brand?

• Develop a strong visual identity (logo, colors, fonts) that consistently represents your brand across all platforms.

• Ensure that every customer interaction reflects your brand values and messaging, from customer service to your online presence.

Branding is one of the most powerful tools you have to define yourself and your business. Whether you’re building a personal brand that showcases who you are or creating a business brand that solves problems and provides value, both are needed for long-term success. Take time to reflect on what you want your brand to say and how you want to show up in the world, and don’t be afraid to be consistent and visible.

If you’re struggling with how to begin or need help refining your brand, feel free to reach out to me. I’d love to help you define your personal or business brand and create something that reflects your goals and vision. Let’s make your brand work for you!