Personal and Corporate Brands: The Ideal Couple
Posted on November 01, 2007 by Ed Roach
Does your personal brand compliment the brand of the company you work for? Most people work to live. They probably believe that not much thought was put towards doing their jobs other than what it pays. Are we drawn to occupations that reflect who we are? Do blue collar brands draw people who also could be said to possess blue collar brands. Does a librarian’s brand reflect that of the library they work for? This concept reminds me of the comment that many people look like their pets.
It is easy to understand if the occupation was chosen due to the inner passion of the worker. A graphic designer will no doubt have a creative personal brand, and also work for a company with a creative brand as well. In many ways the occupation brand will influence the personal brand of those who work within it’s environment. This influence can result in improving a personal brand and in many cases the opposite may be true. Would a tool maker who deals daily with tight tolerances find that his personal brand is evolving in a more focused direction? Are we influenced by our company brands or are our complimentary personal brands simply attracted to that occupation naturally?
Take into consideration your personal brand or the personal brand of a friend or loved one. Now look at their occupation – does it compliment or conflict with that brand? Which ever the outcome, it impacts that person’s brand. In many ways it helps to define who that person is. It presents a clear picture of where they stand in their community and how they view the world around them. Personal and Corporate brands in sync represents a powerful personality.
Our jobs are a large part of our lives. Probably half of our waking hours are spent on the job. If you compliment Apple’s brand and are looking for a life partner, would it follow that an Apple employee might be your special person? Could branding become a reliable match-maker or am I engaging in a flight of fantasy?
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Discussion: 8 Comments
Author: Ed Roach (106 Articles)
For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook
8 Responses to “Personal and Corporate Brands: The Ideal Couple”
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pattie
- 2nd Nov, 07 02:11am
This totally hit home for me! I’m a freelance writer who writes about local foodsheds and other ways to keep money “close to home.” Well, actually, I started by writing corporate communications–whatever anyone needed. But then the local foodshed passion started. And then I sold a few articles to niche publications. And then I started my blog. More publications. And now I write all kinds of stuff for a site dedicated to connecting local businesses with consumers (Kudzu.com). I’m not sure where my avocation ends and my voacation begins anymore. And I think that’s a good thing.
Juan22
- 2nd Nov, 07 04:11am
Those are some interesting questions…
Fergal Lynch
- 3rd Nov, 07 04:11am
Brand just what you mean as a fantasy
Ed Roach (author comment)
- 5th Nov, 07 11:11pm
Can you elaborate on your comment Fergal? I’m afraid I not getting your point.
Vikram Rajan
- 7th Nov, 07 12:11am
Yes! Corporations and firms are finally realizing that they can leverage the personal brands on their team – the same way personal brands leverage the big corporate brands.
As more professional practice firms develop sophisticated marketing programs, personal branding for rainmakers will become a norm. I’m seeing this trend already!
~ Vikram
PersonalBrandMarketing.com
Ed Roach (author comment)
- 7th Nov, 07 05:11am
Vikram,
The corporate/personal brand combo can be very powerful. Thank you for endorsing the concept.
Freya Bletsoe
- 7th Nov, 07 10:11pm
It is a heady combo that’s for sure…but what happens when a negative personal brand starts to impact on a corporate brand? Especially if it’s the personsality of one of the company’s leaders. That’s when the combo becomes really stong and not in a good way!
Good article Ed and you could be onto something there with the matchmaking!!
Ed Roach (author comment)
- 8th Nov, 07 12:11am
I suspect Freya, that depending on the exposure to the marketplace of the negative visionary’s personal brand – the corporate brand will definitely lose any luster it had. Also this has a negative impact on the stake holders as well.
If he/she has little marketplace exposure the brand suffers a slower death by rotting from the inside. Either way not a good situation.