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More goes into running a successful business than simply selling goods. Namely, in a world full of options, businesses must stand out and appeal uniquely to their audience. One way this is commonly achieved is through creative brand expression. However, small businesses often have difficulty with the difference between personal brand and business brand. In truth, these are two different elements that must cooperate towards the holistic vision of a business.
What is a Business Brand?
Every successful business has a personality. How people perceive a business is its brand identity. Many businesses, especially international ones, strive for very neutral express to better appeal to a diverse audience. In these cases, a brand is described in terms such as professional, polite, and formal. The images and colors were chosen to represent physical branding often reflect these ideas. Big businesses choose neutral palettes or ones that reflect their flagship product.
Small businesses and more daring international brands occasionally take the opportunity to explore more playful personalities. Choosing snappy language, thoughtful package design, and flashier colors is a great way to define a business and make it stand out. The drawback is that diverse choices will only appeal to individuals with similar tastes—a more niche audience, in other words.
What is a Personal Brand?
Besides the business’s personality, entrepreneurs and CEOs are also expected to present consistently. With the spread of social media, many people consider not having any as a red flag. A social media account on a platform—or several—must be obtained and posted on regularly. Businesses need to have functioning platforms to advertise, but more importantly, so do their owners. When a businessperson makes a post, attends a convention, or speaks publicly in some way, they are presenting their brand.
How Both Brands Work Together
While it’s completely acceptable for owners to explore a richer expression through their platforms—customers will appreciate the human touch—it’s important not to deviate so much that customers can’t relate top-level messages to the actual products and services being offered. Image if the CEO of a floral company constantly posted about off-roading and heavy metal music. It might appeal to a niche audience, but for most people the stark shift in moods would be very confusing!
By combing looks, attitude, and language, entrepreneurs set the expectations of what their business is about. They must stay consistent with the personality of their brand while building on it using their personal expression. The differences between personal brand and business brand are how an entrepreneur represents their business and how a business represents an entrepreneur.