In a recent blog post, Mike Arauz, a strategist at Undercurrent, raised the issue of how personal and company brands fit together. He addressed the issue in the advertising industry particularly where the personal brands of an agency's employees can readily take on more prominence than its own.
Beyond offering a comment on how I'd handled this situation myself, the post suggested three other important elements in linking company and personal brand strategy:
- More prominently marketing your personal brand implies you have to manage yourself successfully. As with a company's brand management team, carefully select the people you surround yourself with to help you shape your innovative personal brand strategy.
- Ideally, your strong personal brand should be complementary to your employer's brand. At a minimum, they shouldn't be in conflict and should work in tandem. At best, the professional characteristics you successfully display in your job should be creatively displayed in your personal brand as well.
- Make a conscious evaluation of elements from your employer's brand to incorporate into your personal brand for the mutual benefit of both. Are there personality, expertise, or performance attributes your employer is known for that you have come to strongly embody? If so, consider how you can creatively bring these into your personal brand. - Mike Brown