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Corporate Brand

The company reaches a large audience, which reaches out into the larger marketplace. From there, the marketplace goes back to the company and purchases their products.

Personal Brand

A personal brand works in a similar fashion to the corporate brand, however the marketplace will go and research the individual’s attributes rather than the product. For example, if Jane has a personal brand and she spoke at a conference about her positive experience with Facebook, the marketplace she reaches will go and look at Facebook.

Pro’s of Personal Branding

  • Easy to identify.

  • More trustworthy than a company.

  • Able to transition when the individual moves.

  • Transitive branding – it’s more able to carry through to the message than a company.

Con’s of Personal Branding

  • The individual might leave the company and lose that investment.

  • Not scalable and difficult to measure.

  • Vulnerable to negative association and carries through more so than a company.

Should your company invest in building up Personal Brands?

Ask the following questions before deciding.

  • Goals of building a personal brand – If your goal is more attention, then personal branding might work.

  • Investment costs and clear strategy – Use blogs, conferences and social media. However, does this take too much time away from the individuals other work?

  • Resources – Do you have a person with the right attributes?