Personal branding is a very unique and rewarding concept although it doesn’t always apply to all types and styles of businesses. Determining whether to create and promote a personal brand versus corporate branding is a matter of deciding what results you want to have for your brand. Do you want your company’s name and reputation to be connected to you as an individual? Or, would you rather focus on the product or service that’s sold and brand that instead?

There’s really no right or wrong answer to the question of whether to do personal or corporate branding because it’s all relative and contingent on the results that are sought.

However, there are several business facts and overall benefits that some brands would excel best with in going the route of personal branding:

Single person operations that focus on individuals like writers, authors and business entrepreneurs gain a following of clients who know them by the work they produce and the businesses they represent. For instance, the real estate mogul Donald Trump has become famously known for the lucrative property deals he has made. People will buy any book written by Stephen King, the famous bestselling author, because his name is on it, and he has been known to produce good material.

The personal branding route often attracts more customers because they feel more of an emotional connection with the person versus the company. This works quite well when the company’s owner has a consistent or highly visible communications platform with his customer base. This can include anything like digital media advertising, video production, web and/or print advertising and television. Anything that connects the buyer with the person establishes a business relationship connection.

Personal branding often allows the individual to change or restructure the company easier than corporate branding. One reason is because the person has established himself as an industry leader and expert, so any changes that are made are viewed as necessary or viable for the good of the brand.

What are some ways that a person can establish his personal brand and business identity?

• Share the brand ideals and be creative with the methods you choose. Publish a weekly podcast that gives listeners free, applicable advice on getting a home mortgage loan. Or, write a book that shows readers how to get out of debt in six months or less. Share your business acumen and experience with the readers and further solidify your brand.
• Succinctly communicate your business objectives, aspirations and goals. Share your experiences, tell stories and offer solutions. The more you share, the more you qualify your brand.
• Connect with the product or service you sell and show that to the customers. Give them your own testimonial as to why you stand behind what you’re selling. Customers want to know and see that you have tried your own product. Always highlight your background and experience.
• By becoming synonymous with your business, you brand is strengthened and highlighted at all times. Ultimately, the personal branding route ensures that you’ll leave an indelible mark on your target market.