In today's digital world, branding is a key element for long-lasting business success. But when it comes to building a brand, entrepreneurs and small business owners often wonder which route to take - should they focus on personal branding, or should they prioritize building a brand for their business?
This highly depends on a variety of aspects, so let's take a closer look at both options.

Personal Branding

Personal branding is the process of building a brand around yourself as an individual. It presents a unique opportunity to create a customer-centric business that consistently showcases your individual strengths, skills, and expertise.

Why should you do it? Because people buy from people. They are drawn to stories, emotions, and relationships. Further to that, they buy from brands that they can connect with and feel understood by. As a result, personal brands have a higher likelihood of converting an audience based on the story, motivations, and relationships they build with their followers.

Who is it suitable for? This type of branding is particularly useful for entrepreneurs and solopreneurs who want to establish themselves as experts in their field or build a following based on their personal reputation.

1. Increased visibility and credibility in your industry. By building a strong personal brand, you can increase your visibility and credibility in your industry. This can help you attract new clients or customers and establish yourself as a thought leader in your field.

2. Greater flexibility and control over your brand image and messaging. With personal branding, you have greater flexibility and control over your brand image and messaging. You can pivot your brand as your interests or expertise evolves, and you can make decisions based on your own values and priorities.

Business Branding

Business branding, on the other hand, focuses on building a brand around your business name, logo, and values.

Why should you do it? Business branding is crucial for any company that wants to establish a strong brand identity and differentiate itself from competitors. It is especially important if you want to create and grow a business structure that you can potentially scale or even sell later on.

Who is it suitable for? Scalable businesses, agencies, and product-based companies that aim to establish a strong and recognizable brand image.

1. Greater scalability and potential for growth. By building a strong brand around your business, you can create a sustainable business model that can grow beyond your personal brand. This can make it easier to expand your business or bring in new team members as your business grows.

2. A solid business image. Business branding can help you establish a more professional image for your company, which can be particularly important for attracting corporate clients or investors. A well-defined brand image can also help you stand out from competitors and build customer loyalty.

So which route should you choose for your business?

Both personal branding and business branding have their unique advantages, and the choice depends entirely on your business goals and target audience.
If you’re a solopreneur or an entrepreneur looking to establish yourself as an expert, personal branding may be the right choice.
On the other hand, if you’re looking to build a scalable and sustainable business, business branding may be the way to go.
Ultimately, it’s essential to have a clear understanding of your business goals, target audience, and values to determine which branding strategy will work best for you.

Here’s a list of things to think about to help you make up your mind:

1. Define your brand identity: have a clear understanding of what your business is, what it stands for, and what sets it apart from others in your field. Take some time to think about the unique strengths, values, and passions that your business represents. Then, set a foundation for your brand identity by creating a brand strategy.

2. Think about what platforms you will need to leverage: There are many different online platforms that you can use, such as social media, blogs, podcasts, and video channels. Think about what platforms are most relevant to your goals and target audience, and how you can ensure a consistent brand voice and message across all channels.

3. Consider what valuable content you will use to motivate your audience, as this is a key factor to establish your business as an expert in your field. This could include blog posts, videos, podcasts, or social media posts that offer insights, tips, and advice related to your area of expertise. Take into account who you want to deliver this message: yourself, or your business branding? Then choose a delivery method that aligns with your brand identity and resonates with your target audience.

4. Plan how you will engage with your audience: Assess how you will respond to comments and messages, participate in online communities related to your niche, and make an effort to connect with other influencers and thought leaders in your field. Engaging with your audience will help you build trust and loyalty, ultimately leading to more business opportunities and increased brand awareness.

Last thoughts

Building a strong brand online takes time, effort, and consistency, but the rewards can be significant. Regardless of which route you choose, it’s important to be authentic, consistent, and intentional in your branding efforts.
Remember: your overall goal should be to set yourself or your business up for success in the long run. So, whether you’re building a personal brand or a business brand, make sure it reflects your values, expertise, and unique strengths. And, above all, that it resonates with your target audience.