A brand image is the way people perceive a company or an individual.

Often, a startup entrepreneur infuses their values and personal philosophy into their business—it’s built around their personality. As the business grows, however, its positioning evolves. So, when should the person and the business be separated?

This shift usually happens when other players enter the equation. Whether it’s partners, investors, employees, or associates, there comes a point when the foundations of the company reflect a blend of values and philosophies that belong more to the business than to the individual. The entrepreneur no longer projects the same image as the company, because the entrepreneur and the company no longer share the same personality.

Another indicator is when your target audience doesn’t resemble you. If a young entrepreneur’s marketing revolves around her personal brand, but her product targets mostly men, this can create dissonance—audiences are always drawn to traits they recognize in themselves.

Feeling a gap between yourself and your business? It’s time to reflect on your brand image! You can absolutely have both a personal brand and a company brand. For example, you can become a key ambassador for your business or any future project while continuing to develop your personal brand. If you’re already recognized in your field and decide to launch a company, leverage your own reputation and cultivate your personal image to elevate your company’s brand.

If you offer services and work solo (and plan to stay that way), focus your marketing on yourself. People may contact you for your services, but they become loyal clients because they feel your personality is a good fit with theirs. You become the product—so don’t hesitate to put yourself forward!

Thinking about your brand image? Let’s create your strategy together!

Write to us.