Your personal brand is focused on you as an individual and your unique characteristics, skills, and expertise. It is built around your personality, values, and reputation. Whereas your business brand is built around your company's vision, mission, values, image, and the quality of its products or services. Put it this way...
When you think of Apple, you think of Steve Jobs... He died in 2011, but his personal brand was so strong behind the Apple brand that you still think of him even now. Sir Richard Branson is another example of building a strong personal brand. When you think of the Virgin brand, you think of him.
Whereas, when you think of Netflix, you think of movies and entertainment. When you think of Playstation, you think of games and entertainment. There is zero personal brand behind either of these companies, because the focus is totally on the products and services delivered.
Examples of personal brands who also built business empires are Steve Jobs & Sir Richard Branson above. But also celebrities, such as JK Rowling, who built her personal brand as the creator behind the Harry Potter fortune, and Vishen Lakhiani, the CEO of Mindvalley.
Based on what you've just read, now is a good time for you to make a decision about what kind of brand you are building before you start investing in your brand strategy and brand identity.
Are you building a personal brand that is built purely around you?
Are you building a business brand that is totally focused on the business, not you?
Or are you actually building both at the same time?
Either way, it is important for you to focus on creating the right branding and the best brand strategy for your business, because these two things are what set you apart from your competitors and help your target audience to find you, resonate with you, trust you and buy from you.
Your branding should accurately convey your brand strategy, ie the values, mission, and personality of your business, as well as the benefits of your products or services. The colour scheme for your business will also be directed by your values, the profile of your dream client and your exit strategy/legacy strategy. A top level idea of some of the things you need to think about when creating your brand identity and your brand strategy, are summed up in this illustration...
Invest In Building The Right Brand Strategy and Brand Identity for your business
Well-designed branding creates a positive, trusted, established, and easy to understand perception of your business, as well as increases brand awareness, and helps you to build trust with your customers faster. The faster you can build trust, the faster they will invest in what you are selling.
Creating a strong brand identity also increases your market share, enabling you to charge higher prices, and attract more customers. In contrast, a weak or poorly designed brand identity can harm your reputation, decrease customer loyalty, make you look cheap and limit your growth potential.
Finally, it is important to note that branding is not just about logos and color schemes as per the above illustration. It is also about creating a consistent message across all channels, including your website, social media, advertising, and customer service. Your branding should reflect your company's values and mission, and should be reinforced in every interaction with your customers.
So, what does it take to build a business brand then?
As a quick guide, here are some of the business brand building assets that we hold our Ripple Makers Mastermind members' hands to create, so that they have a personal brand they can leverage: