Do you need a commercial brand or a personal brand?

If you’ve ever spent more than five minutes learning about sales or marketing, you’ve probably already understood the importance of “building a brand.” An online presence is arguably the most important thing for any business (or individual) to master. Not only do digital platforms make it easier for you to expand your reach, but they’re often the first place prospects will go to learn more about you, from LinkedIn to Instagram to Google.

However, there is one question that many people overlook: do you need a corporate brand or a personal brand? Drawing on my own experiences, I’ll walk you through some key considerations, as well as an option you might not have realized was on the table.

KNOW YOUR END GOAL

At first glance, it might seem like you should answer this question by determining whether you are primarily an influencer or a business. Yet the answer you give today might not reflect where you want to be. This is why I recommend that you determine where you envision yourself in the future.

If your only goal is to increase sales and revenue and you’re not interested in receiving personal recognition for the success of your business, you’re probably better off with a corporate brand.

But if you like the idea of ​​gaining a bit of notoriety and maybe having a career in public speaking, coaching, writing books, or anything else along those lines, a personal brand would probably be better suited to your needs.

Still not sure? It can be helpful to have a better idea of ​​what each route is all about and how to complete it.

THE PERSONAL BRAND

As the owner of a YouTube channel where I talk about my tips for running a recruiting business and a whole host of other ways to build my online presence, I feel pretty qualified to talk about this one.

Going the personal branding route means you have to get into marketing to get your name out there. Since only a fraction of the people exposed to you will end up becoming customers, maximizing your reach is paramount – you need to constantly push content to gain traction.

A personal brand can be a great way to showcase your authentic identity on the internet and make money from it. Many people find it appealing because they can show their sense of humor or challenge the status quo if that’s what motivates them. It’s also perfect for those who don’t want to get too commercial or just want to do something more challenging and creative than creating dry business content.

THE COMPANY BRAND

Although personal brand owners want to make money and sales, they act somewhat indirectly, focusing primarily on building their followers and opinions. This changes if you create a trademark. While you’re still building a brand online with content you want people to see, the direct goal of every post is to make a sale.

While some might like the idea of ​​putting their authentic identity on the internet, not everyone is comfortable with it. While having a personal brand doesn’t mean you have to reveal everything about your love life and your biggest online insecurities, you’ll have to show your true self to some degree and be prepared to take some criticism for it.

Additionally, managing a trademark can also be easier and less exhausting. No need to worry about coming up with an innovative new content idea that will let your personality shine, or worry about shooting in the right light. You can just slouch on your bed and create a Canva infographic about the importance of skincare products, marketing automation tools, or whatever applies to your business offering.

THE HYBRID BRAND

There is also a third option: the hybrid brand. This is actually the route I resonate with the most.

Although I have my personal YouTube channel, I also have business accounts for my businesses, and there are a lot of links between the two. I don’t go out of my way to promote my company’s brands in my personal content, but there are times when the two are linked, and having my personal brand is definitely great for my content.

However, to some degree, you will still need to figure out where your priorities lie.

YOUR BRAND, YOUR CHOICE

So what will it be: a personal brand to get your name out in the world, a corporate brand to let your products or services speak for you, or a hybrid brand to get the best of both worlds?

Either way, one thing is certain: your online presence is non-negotiable, so now is the time to tackle content.

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