How to Leverage a Business Brand From a Personal Brand

Expert Tips on Branding and Growing Your Business with Winnie Sun 28 December 2021 at 17 H CEST (Paris)

In this clip, Winnie Sun shares how she has used her personal branding to define her business brand. She says that this approach is not for every brand, but when the personal approach is relevant, it is a very, very strong driver for your business. It worked incredibly well for her, and she explains how.

00:00 Personal brand is associated to company brand
00:42 Bridging gap between personal brand and company brand
01:10 Maintaining “small” in the business world
02:11 Decide on things you want to share to the world

Transcript from: How to Leverage a Business Brand From a Personal Brand?

Anton would love you for that because he’s really into the idea of helping people communicating and don’t expect to sell to everybody. You can actually just hang out with people online or offline without actually needing. And the next part of this question is we’ve been talking about branding and so it’s been very much about personal branding and you’ve applied it brilliantly to your company because your company is so associated with you. Now, how do you make that leap? (from saying) I’ve got a personal brand and I can leverage that to my company. Then my company becomes its own entity, that has its own personality.

How do you bridge that gap?

So that’s a good question. I think, it depends on what type of business you’re in. Certain businesses can market the business brand very, very effectively, like Apple. My business is really about that personal relationship, people trusting me. So it is about the personal brand. It’s not so much about the company and, our business has been around a really, really long time, which is very unique in our industry too, because we have a very loved brand with our clients. We’ve always maintained small. That’s something that we’ve done by design. We never wanted to get that big because we wanted to make sure my philosophy was is if we had a client call in and they could say, “Hey! I’m blah, blah, blah. My name is Will.” And then, someone on my team can reply, “Hey, Will! Blah, blah, blah…” They would immediately know the name. I felt like if someone called and they said, my name is such and such, and we couldn’t tell by their name and their voice, then we had grown too big. And I felt then we couldn’t provide the value that we were well known for.

But to answer your question, I think in this day and age, if you’re running a small business, you have to have a face to that business because your name isn’t so big that it becomes iconic. And at some point, you can pull away just like many leaders have, but I think it’s an opportunity and I’m very much an introverted person, a very private person. So it was really hard for me to be comfortable with that. But I think I’ve learned that, you get to decide on what you want to share and what you don’t want to share. And, if you don’t become a voice for your business, then your industry becomes a voice for your business.

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