Unpopular Opinion: Why you should brand yourself before your business.
Which comes first: the chicken or the egg? I’ll be honest, I still haven’t figured that one out.
But, which comes first: the person or the business?
That one we know for sure.
Do you want to build your personal brand but feel confused by how to distinguish it from your company?
Do you agonize over creating content for TWO brands, let alone deciding which content should go where?
Do you wonder if you really *need* a personal website if your company already has one?
If you’ve read this far, I know you are absolutely incredible. You, out of sheer will and determination, have built something extraordinary and solve problems for your clients and customers every single day.
And given the question of branding you or your company, it always makes more sense to look at your own personal brand first. Here’s why I think you should brand yourself before your business:
You are more important than your business.
You might not think so, but it’s true. Your business is an extension of you, not the other way around. You are the lifeline of your company, without you, it would cease to exist.
Building your personal brand is essential because it offers people context around why you’ve gone into business and provide solutions for the people that you do. It’s the story that prefaces your work and helps to bring people closer to your mission as a company.
A company’s message has a greater impact when it comes from a person.
People want to interact with people, not a faceless company. When a company’s message comes from a person, we are more inclined to believe it. We relate to humans in a way that we will never relate to companies. Our minds signal that we can trust this person, he or she looks like me, connects with me, understands me. We buy into their message on an emotional level and it actually changes the way we feel, thus boosting trust and confidence.
Building your brand first will enhance the credibility of your business.
Why do you go to the movies? Is it because the plot looked really interesting? Maybe. Or is it more likely because Brad Pitt is starring in it?
That’s how business works, too.
Remember, as you build your personal brand, your company’s brand also nestles into place. It’s like all of the pieces of the puzzle coming together.
If you’re wondering how to get started building your personal brand and use it to support the growth of your company, you should apply to PBA. I teach my students how to discover their purpose, clarify their message, and build a highly-engaged community online.
