We’ve noticed an interesting rise in the number of clients who require personal branding. For those of you who are unfamiliar, personal branding refers to a person, rather than a company, becoming a recognisable brand. For Example:
Joe Bloggs works for Company X and Company X has its own branding and goals. Joe Bloggs as an individual wants to be known and recognised within his industry as a thought leader, he wants to be seen as an expert at what he does. The name Joe Bloggs is synonymous with Company X and both benefit from the association.
In this example, Joe Bloggs becomes a brand in it’s own right with different goals, visual identity and tone of voice to Company X. The relationship between Joe Bloggs and Company X is advantageous for both parties through increased exposure, perceived expertise as well as expanding the range and remit in which both can operate.
Personal branding can be an excellent tool for any marketing agency but should only be applied when appropriate. Personal branding becomes relevant for brands who may benefit from having the voice of a well recognised and respected individual supporting their cause – adding the extra dimension of Sage or ‘expert’. That being said, this applies to most brands and companies who would not only benefit from the perceived expertise but added exposure through association as well.
Some great examples of personal branding include Jamie Oliver, who utilised his personal brand to generate great support for his on-going Food Revolution. Also, Mary Portas, who not only used her personal brand as a vehicle for her Save The High Street campaign, but also helped her retail agency who piggybacked off it with great success – her agency went on to rebrand from Yellowdoor to Portas in January 2013 (such was the overwhelming success of her personal brand).
In summary, personal branding can be a highly effective tool for marketing and communications agencies. Utilising a personal brand can not only add significant weight to a company or campaign through identification but also versatility through operating as two separate entities. Stepping out into spotlight under your own name can be a daunting task but comes with added benefits if you are truly an expert at what you do!