Trying to run a company is one thing and building a brand is a whole new ball game. Here are the ways to separate – build a brand from a prominent individual creator or create a brand from a product/service. For instance, GaryVee is a personal brand that holds a different reputation than his business of Vayner Media.
There have been times in the past in which individuals step up and establish their brand. Steve Jobs is the best example. He interacted alone with the audience based on the person he was carrying. People found their voice in his thinking, and eventually, their dream in designing the devices under the Apple brand. That’s when you will realize the importance of brand registration where the business brand differs from an individual brand of a founder, CEO, etc.
On the other hand, there are several situations in which the product is the object of publicity, and its creators are unknown. Consider, for that matter, Oracle and Wikipedia. Such profitable brands and their founder’s names remain far from someone like Sundar Pichai or Bill Gates.
And what comes afterward is the fortune you make of your name from a brand or a Business. Often all is squared up. Take Tesla’s recent example of how Tesla’s popularity grows with its founder Elon Musk. In such instances, things can go either way. The classic example is what happened to Apple the later days when Steve Jobs quit the company and the role of the brand on the market was in great danger.
Strategically, the point of view is quite relevant. As a business owner, you have to wonder how the organization will move forward. It helps to create identity in a reasonably simple way, with some credibility on the market. This is referred to as personal branding.
Few of the ways to efficiently do that includes the following;
— Creating your communication network.
— Own your own space in social media – a brand that you are and not just a mere person.
— Exchange expertise through many business-related channels to build thought leadership.
— To create value by producing or curating content that is in line with your offerings.
There is no point in being just another face in the crowd in today’s work market and business environment. It would be best if you differentiate yourself from the competition. Try making your target audience more desirable and can do so by developing a recognizable personal brand.
When you do certain things, the brand becomes clear. You represent what the brand stands for and your personality reflects the brand. That’s when the industry links your face well. You and your brand are synonymous with this now. Richard Branson is the best example. Virgin records proved useful because he remained honest to the understanding of the brand. The personal branding here is transformed into a company branding.
They don’t live forever but expect the brands to be eternal. The legacy must also become an essential consideration even though you plan to take personal branded goods and turn them into company branding. To live forever, the brand needs to separate itself from its owners’ reputation at some point. The TATA is India’s finest example of business brotherhood.
Now, how and when can a person and a brand be separated? How can you slip through your goods and services without affecting them naturally?
That’s what Tim Cook did when Steve Jobs left with Apple’s brand. A prime example of how personal branding will subsequently outgrow and make brands immortal. When Apple was released its mainstream market segment, the bulk of the credits went to jobs for its success. But after Cook took over Apple, this message has been updated and translated into one with a consensus that the CEO is not relevant and that the company will continue to sell fantastic goods and services regardless of who manages.
On the opposite, some companies attract a niche market, and personal branding is linked to your expertise. When businesses with LLP registration are up in the media, one of the partners often comes in the limelight while others may keep himself/herself from the attention.
In such cases, the name and brand are interchangeable and mixed as if they are inseparable from the company. People such as Manish Malhotra or Dilip Chhabria have a reputation in the fashion design and automobile industry, respectively, in the Indian market. In this case, such a brand name takes personal authority, and they can convert their names into the brand. Even if they don’t serve every customer directly, anything from their brand name has their mark on it. Much of this comes down to the name of the authority. Many professionals work as a brand in their field of expertise.
As a business person, you should know enough the brand is now far too popular for the market. This is when you should first put the brand, not the user. And then comes the time to play the durability battle, which is determined by a brand individual’s core business principles. Later on, it becomes easier to move to a company brand, bearing the reputation of the person who made it a brand. Dhirubhai Ambani is the best example. Since the shift of generation, the tradition of stability and guarantee of returns is passed on to shareholders. Make sure the brand delivers precisely what its leader promises.
