Choosing between a personal vs. a business brand depends on the current stage of your business / career and your long-term goals.
A personal brand builds visibility under one’s own name, using a “vanity URL” like RachelGogos.com. This can be beneficial for individual recognition but may limit business growth.
Conversely, a business brand, like “Art of Alignment,” allows for scaling and expanding by hiring practitioners and creating a structured methodology.
Rachel used her personal brand and experiences from notable organizations like the United Nations and the Wall Street Journal to launch and grow The brandiD. This way, she was able to leverage her reputation and network to grow her business.
Quotes

“A personal brand is simply building out your own visibility under your own personal name.”
“People always want to work with the name most closely associated with the brand. So if you’ve got your name in your business name, that’s who people are going to want to be working with.”
“The other thing about personal brand versus business brand is: what’s your long term goal with the company that you’re starting and growing? If you want to sell it at some point, it’s a little bit more challenging to sell a company that’s built on a personal brand.”
“I launched a business brand, and I did that very intentionally because I didn’t always want to be the person front and center of the brand.”
“We’ve worked with people who’ve worked for business brands, existing business brands, very popular well known brands, fortune 500 brands, and they’ve grown into very senior level positions at those companies and then launched a personal brand. And they used that notoriety and that visibility they got from those mega brands to launch their personal brand. And it just gives them so much instant credibility.”
“It’s a bunch of different factors that go into ‘do I launch a personal brand, or a business brand?’ No, right or wrong, just be very strategic about the path that you choose.”
“Use the personal brand to launch the business brand and grow the business brand.”

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