PALM BEACH Woman ? Personal Branding vs. Company Branding

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October 9, 2011

I often get asked the question by employees and business owners alike, ?what is the difference between a personal brand and a company brand?? First, the simple answer!? A personal brand focuses on you, your story, your mission, your passions and your expertise. A company brand focuses on the company mission, the players on the team and a strong corporate identity. ?Both utilize similar branding tactics like logos, brand promises, culture, slogans, etc. However, there is a distinct difference in the strategies used in building each. As a personal brander, I ?humanize? brands. My focus is on creating a strong message, turning the message into a movement and then putting a familiar face to the brand. The ultimate goal is to create relate-ability. How do I go about this, you ask?

1. Personalize the Company Story ? We do an extensive brand analysis with the business owner looking to uncover his entire life story. We look for ways to incorporate their story, their family, their business background and core values into the company brand.
2. Passion Branding ? Next, we explore the passions of that individual. Passion branding is vitally important to the bigger picture because it allows the consumer to share a common bond between the company and themselves. A good example of this is when thousands of companies attach themselves to a NASCAR car/driver in an effort to create that commonality.
3. Key Message ? Every company has a key message, but the consumer oftentimes never gets to experience that message. Without a clear key message, we have no reason to give our hard earned dollars to that particular company. In personal branding, it?s important for the business owner to be the one to articulate that message, and we do that by way of video. There are many ways to accomplish this through online marketing strategies, but consumers are moving further away from reading and becoming more in tuned with watching. How well are you incorporating video into your key messaging?
4. Stop Marketing and Start Conversing ? In the various keynotes I deliver, I explain that ?Conversation? is the new word for ?Marketing?!? Brochures, static websites and fancy signs on the door no longer serve as the most viable ways to grow a business today. Consumers are looking to connect with a brand through compelling conversation by way of blogs, Facebook fan pages, YouTube channels and Twitter. They want to communicate face to face with the brand ambassadors. Look inside of a Mac store on any given day. You see lots of blue shirted individuals conversing with the consumer as they are connecting directly to the product in a fun, energetic environment. ?Well, the same can be accomplished online as well!?

?The bottom line is that brands today need to connect on a personal level more than ever before, and these are just a few of the steps in creating that plan. Branding must be carefully thought out prior to deploying marketing strategies. In order to build a stellar personal brand, you must be prepared to open up the doors to your life a bit. Next time you get the opportunity, turn on the TV show Undercover Boss. One episode will validate everything I have shared with you in this article. Humans connect best with humans, not products and not companies!?

?Kellie Kuecha is a marketing and branding expert specializing in women?s success. She is the CEO and Founder of The W.O.M.A.N. Club, an online social network for women; Kellie Kuecha World Enterprises LLC, where she leads events, seminars and trainings around the globe; and KidsBiz Academy, where she dedicates her time to growing our young entrepreneurs. Her journey into entrepreneurship began at the ripe age of 12, and she has been building businesses ever since. She has defied all the odds both in life and in business, and has mastered the ability to turn adversities into advantages. Kellie is the mother of two young girls, Kayla and Karina, and has two bonus children, Brandon and Jason, who are all under the age of 13. All four children have their own businesses and are learning great lessons about the value of money, hard work and persistence. You can connect with Kellie @ www.KellieKuecha.com

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4. Duncan Wierman
5. The Overqualified Job Candidate: Business Bonanza or Company Threat?

Source: http://palmbeachwoman.com/2011/10/personal-branding-vs-company-branding/

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