Have you ever wondered how brands are established? Why do some brands focus on their owner versus others on the service/product? The journey of creating a brand is both an art and a science, rooted in understanding human psychology, market demands, and strategic vision. 

When it comes to branding a service-based business, do you brand yourself or your business?

If you’re branding a service-based business, you have the option to brand both yourself and your business, and the approach you choose depends on various factors, including your goals, target audience, and the nature of your services. Here are two common approaches:

Personal Branding:

Focus on You: In this approach, the brand is centred around your personality, identity, expertise, and reputation. You become the face of the business.

Advantages:

• Clients often prefer working with individuals they trust and relate to

• Your personal story, expertise, and personality can be powerful marketing tools

• You can pivot your services to suit who you’d rather work with, and what you’d like to offer in the future

• The competition will find it nearly impossible to replicate you and your unique approach.

Challenges:

Your business may become closely tied to your personal life, making it hard to separate the two. It might be challenging to scale and delegate as the business grows. But if you think of Kate Spade and that brand, Kate was able to grow, diversify and sell her business.

Personal branding is a good choice if you provide a service and you’re a consultant, coach, influencer, or expert in your field.

Who’s doing it well?

Marie Forleo, and more local Nadia Lim

Business Branding:

Focus on the Business: In this approach, you create a distinct brand for your service-based business that doesn’t rely on a personal identity.

Advantages:

• Easier scalability and delegation as the brand can exist independently of any one individual.

• Potential for a more professional and corporate image, which can be beneficial in certain industries.

Challenges:

• Building brand recognition and trust might take longer compared to leveraging a personal brand.

Business branding is a good choice if you plan to expand your business, hire employees, and create a brand identity that can stand on its own.

Many service-based businesses find a balance between these two approaches. They might use their “personal brand” to initially build trust and client relationships but also create a strong business brand that can be scaled and leveraged as the company grows.

Ultimately, the choice between personal branding and business branding depends on your long-term vision and the preferences of your target audience. Consider your goals, resources, and the unique aspects of your business when making this decision.

What are the advantages for a business to have more than one brand?

Having more than one brand can be advantageous for a business in certain situations. It allows a company to diversify its products or services, target different customer segments, and mitigate risks associated with having all eggs in one brand basket.  If you think of Virgin (the brand), you will most certainly think of Sir Richard Branson as well. But did you know that Virgin’s sub-brands include a bank, an airline, a cruising liner, plus many more.

Who’s doing it well?

Proctor Gamble, Virgin and more local Fonterra, Foodstuffs 

Every brand starts with a unique identity

As you will know, at the very core of a brand will have a name, logo, and values. These elements are carefully crafted to resonate with a specific target audience. A brand is not just a business but an experience that evokes emotions and connects with customers on a deeper level.

Market research plays a crucial role in the establishment of a brand. Understanding who your ideal customers are, what they value, and their buying behaviours can help shape the brand's messaging and aesthetic. Brands are designed to stand out in a crowded marketplace, often based on trends, cultural values, and the competitive landscape.

The way brands are established also involves positioning. This is the process of carving out a niche and establishing a distinct space that sets the brand apart. Whether a brand aims to be seen as luxury, innovative, sustainable, or relatable, this positioning informs everything from design to communications.

Over time, the brand gains recognition and builds trust. This is largely achieved through consistent messaging, quality products, and engagement with the audience. Brands are also shaped by the experiences customers have with them; positive interactions can forge a loyal following, while negative experiences can tarnish a reputation.

Finally, brands are established to evolve. As markets shift and consumer preferences change, a successful brand adapts while staying true to its core values. This adaptability is essential in an ever-changing landscape, ensuring the brand remains relevant and appealing.

In summary, brands are established through a blend of strategic insights, emotional connections, and adaptability, whether they are large businesses or small service-based businesses.

Remember, they are not static entities but living, breathing representations of a promise to customers, crafted to evolve and resonate for years to come.