Your Personal Brand vs. Company Brand

Recently there was a good article posted on Inc.com with best-selling author Gary Vaynerchuck (who
we interviewed last year).

In it, Gary argues that we should all look to build our “personal brand” (more so than your “company brand”).

Here’s the article:



http://www.inc.com/articles/2010/10/gary-vaynerchuk-on-personal-branding.html

While I agree in many respects, I also think it’s important to maintain a balance between building the “personal” vs. “company” brand for 3 main reasons:

1. It’s the responsible thing to do
2. It’s the smart business move
3. It’s less stressful for YOU

Here’s what I mean…

Be Responsible


In a nutshell Gary basically says by building the personal brand you will automatically increase the value of your company brand.

I agree.

But the flip side is, if your company brand DEPENDS on your personal brand, you’re putting the company at a tremendous risk – and that to me is selfish and irresponsible.

For example, what if something “unfortunate” were to ever happen to you?

Not only do you suffer but so does everyone around you (your family, co-workers, business partners, their families etc.) because your business wouldn’t be able to proceed without you.

If your business is just “you” to begin with, then no big deal.

But if you have others depending on the success of your company for their livelihood, I think you have a greater responsibility to balance the “personal” vs. “company” brand.

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“YOU” Are Too Risky

Investors get scared of “just you” (no offense).

You’ll see evidence of this when it comes to the way they look at companies.

They PREFER companies that have multiple partners (just listen to some of the interviews from fellow WLM Customer Andrew Warner over at Mixergy.com and you’ll hear this sentiment over and over again).

A company that isn’t dependent on 1 person is deemed a “less risky” investment and will therefore garner much more interest.

I’m not suggesting that every business should be looking for investors.  But what I am saying is that it’s an obvious example of the “worth” a company has in the open marketplace by simply looking at how it’s structured.


You can see a great example of this by looking at some of the world’s top blogs.

You can see a great example of this by looking at some of the world’s top blogs.
When Michael Arrington started TechCrunch, it was just him.  He worked his tail off and the site grew very quickly.  However, it was all him.  Long hours, no social life and because of that, it greatly effected his health (not good for the business).

Then he began hiring other writers, contributors and management.  Now there was a lot more content, the responsibilities were divided and the site got better and more valuable.

As a result, the company began to grab the interest of several big companies and it soon led to TechCrunch being acquired by AOL.

Would he have been bought out if it were just him?

Highly unlikely.

Why?

Because of the risk.  If something happens to him, the business comes to a grinding hault and the whole investment goes out the window.

Now however, the business would still continue.

Does HE make it stronger by being around?  For sure.

But the business wouldn’t stop if he left – and that’s the key.

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What About YOUR Sanity and Freedoms?

Gary argues that as a society, we are “soft” – meaning, we don’t like to “work hard”.

I do agree with him to a point but I think there is a distinct difference between “laziness” and his reference to being “soft”.

I want to build a business that delivers tremendous value to my clients and customers because I know that in exchange for that value, my customers will reward that business with their hard earned dollar and their ongoing loyalty.

Furthermore, the business is then able to reward it’s owners with the flexibility and freedom that come as a result of those sales and loyalty.

A business owner should never be criticized for wanting to build a business that provides them those freedoms.

That’s the reward!

(otherwise what’s the point?  why start your own business in the first place?)

What you choose to do with those freedoms is entirely up to you, but you should never be criticized just because you “seek them”.

For example, my wife and I have our own charity called World Teacher Aid.

Spending time with the kids from one of the schools we help in Kenya

Amy (my wife) connecting with one of the young boys in Kenya

We would NEVER be able to pursue those interests if we didn’t build a business that provides us the freedom to exercise those rewards.

Going to Africa every year to check on our projects makes me MORE hungry to deliver MORE value to my customers.

Why?

Because I get to see first hand the difference it can make.  It creates “meaning” for me – and that for me is MORE rewarding than anything else I’ve ever experienced in business.

I’m not at all suggesting that everyone needs to create a charity in order to get “meaning”.

But what I am saying is that I would never have that opportunity if all I did was keep my head down working 24/7.

Laziness is different in that it basically boils down to a person wanting the freedoms but they aren’t willing to work for them.

I want to work for the freedom.  But when I earn it, don’t criticize me for enjoying it.

What I do with the “freedom” is up to me.

If I want to use it to help others in Africa, that’s my choice.

If I want to use it to spend more time with my family, that’s my choice.

If I want to use it to travel, play sports, relax, see friends etc., that’s my choice.

The #1 thing we all need to remember is that if you want “more” of that freedom, all you have to do is continue to provide additional value to your customers.

So it always comes full circle…

Providing your customers tremendous “value” and the “entrepreneurial freedoms” you experience will always be closely tied together.

If you cheat on one side (by NOT providing value to your customer), then you and your business will suffer the consequence (less freedom).

And the flip side is, when you get more freedom, hopefully it helps you appreciate what gave you those freedoms in the first place (providing customer value) and energizes you to do more of it, therefore making your business stronger and stronger.

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The other important thing to remember is that if your business is solely dependant on YOU, you’ll never be able to enjoy any freedom that your business does create.

Because if YOU take any time off, the business drops off.

That’s a very vulnerable situation to be in and what happens is, you feel guilty for taking any time off.

If you don’t recharge, you burn out and the product quality/service you provide suffers.  That leads to disappointed customers which leads to a decrease in business.

So in the end, building the “company” brand is just as important (if not more) than building your personal brand.

Building your personal brand is important and will certainly help the company brand.  But it should never be the priority.

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So here’s the question for you…

What “role” do you think PERSONAL BRANDING should play in your company or membership site?


Share your thoughts below.

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