When individuals become brands
It’s inevitable. Every professional will sometime in his life wonder about this question i.e. the merits of creating a brand of his own name VS a separate brand name for his professional services.
This is a bit of a controversial question. When you think logically, the negatives are obvious. Having your name as your brand would mean:
1. Your name and its associations become the brand name
2. Your personality becomes the brand personality, which people associate with on a personal level — the bigger challenge especially for introverts is that this is something that should be preexisting and conducive for your brand
3. Your image becomes the brand image — this image has to be carefully constructed, it needs to be in sync with your personality, it needs to be monitored, managed, corrected if need be.
4. Your time /expertise / style becomes the brands offering — the obvious question of scale exists; you only have so many hours in a day and there is only so much process efficiency that can be brought in without losing the personal touch
5. The onus to market yourself is with you — it’s all the more difficult to act objectively since you are so invested in yourself,
6. It’s a piece of you out there — You can’t shut shop and change your name, you can’t re-launch or re-brand. You have no exit. Going by the failure rate of startups / consultancies this is the scariest
Yet… So many professionals still go for personal branding, why?
· To leave a legacy
· Because what matters is the relationships you built with people
· When to put yourself out there is the only option available
· To confront your greatest fears and to face the music
· To literally live up to your name
All the symptoms of a great brand. What would you choose?