“Am I my brand?” asked a prospective new client. This question is a common one, and the answer is tricky.
For example, if a social entrepreneur is building a new product or service to stand on its own to franchise or scale, even with values, they likely want it to be independent of their personal brand. Suppose the company is too closely tied to a person. In that case, potential investors or acquirers will see it as an obstacle when there is an exit and the face of the organization is no longer involved or available.
However, has the new product or service had enough testing, users, clients, coverage, or general traction to stand on its own? Have a sufficient number of people already seen it, tried it, given feedback, bought into the idea, or purchased it? If the person behind the brand is not present to spread awareness, will people even know it exists?
One of the main reasons to have a brand is to create a symbol for an organization that can represent it independently. For example, suppose you think of a storefront window. In that case, someone can walk by and learn about the shop even when it’s not open, observe the objects for sale, see how items are displayed, read taglines about organizational values, and discover information that may inspire them to engage further. Actually, today, an Instagram feed is far more common than a retail shop window, but the idea is the same!
While a brand presence can convey all of the above, people are the ones who build trust. Powerful logos can remind you of an experience or emotion, but most people associate those with a person-to-person interaction. Whether someone heard a positive story from a friend who tried something new, or they called the company and were happy with the manner of who answered the phone, the lasting brand impression likely stemmed from moments with humans.
However, we live in a world where personal brands are pervasive. Whether we are hiring a speaker for an event or want to follow a business coach for advice online, we see headshots everywhere. Originally for actors to promote their versatile personalities, this photography genre has expanded to founders, executives, and anyone who wants to elevate their career with a better LinkedIn photo. What was once seen as a self-promotional behavior is now the standard for professional development.
So, back to the original question, “Am I my brand?” There is not one single answer. We are all representing ourselves at all times, branded or not. If you are building something new and innovative, there is no better champion to share it with the world than you! However, if you want to grow and make your brand about your team, your service, your community, and more, you can eventually phase in a strategy to phase out the impact of your personal brand.