PERSONAL BRAND VS. BUSINESS BRAND: WHICH ONE SHOULD YOU BUILD?
BRAND STRATEGY FOR SOLOPRENEURS & SMALL BUSINESS OWNERS
When you're starting a business, the question of branding can feel like a trap: Should you build a personal brand or a business brand?
After 25+ years designing brands for solopreneurs and small businesses, I can tell you this: it's not just about a name or logo. It's a decision that shapes how your business scales, sells, and sustains visibility. And the right choice depends on what you want your business to do for you.
Here’s how to make the call with clarity — and avoid the rebrand regrets I’ve seen too many times.
What Is a Personal Brand?
A personal brand is built around you — your name, your face, your voice, your story. Think: Marie Forleo, Ali Abdaal, Jenna Kutcher.
It’s magnetic because it’s human. People trust people. That’s a huge asset when your work is closely tied to your creativity, expertise, or personal connection.
A Personal Brand Might Be Right If:
You are the product — coach, consultant, speaker, creator
You plan to evolve or pivot often over time
You want people to follow you, not just your offer
You’re comfortable being visible — consistently and personally
Pros:
Easier to build trust and connection early on
Flexible across industries and services
More memorable (you’re not just “another small business”)
Cons:
Harder to scale or sell later — clients want you
Your name becomes the brand — harder to delegate
Requires ongoing, front-facing visibility
What Is a Business Brand?
A business brand centers on a company name and identity that can stand on its own. Think: Studio McGee, HoneyBook, ConvertKit.
It’s built to grow — with a team, product suite, or multiple services — and isn’t tied to one person’s face or bandwidth.
A Business Brand Might Be Right If:
You want to scale, hire, or sell the business
You prefer to stay behind the scenes
Your services rely on systems or teams, not just personal expertise
You want to appear more established from the start
Pros:
Easier to scale, sell, or delegate without confusion
Can feel more established or formal
Offers separation between your work and personal identity
Cons:
Takes more work to build emotional connection early
Can feel generic if not clearly differentiated
Often requires more upfront investment to feel “real”
Not Sure? Here’s What Matters More:
This doesn’t have to be a forever choice. Some brands start personal and evolve into business entities (hi, Oprah). Others launch as businesses but weave in founder stories and personal flair.
I’ve helped many small businesses navigate this exact decision. Here's the truth:
Your brand structure should match your current goals — but also leave room for who you’re becoming.
If you're early-stage and need fast trust, a personal brand can accelerate momentum. If you're building a business to scale or sell, a business brand may give you more long-term freedom.
Final Thought: Clarity Over Category
The smartest brand isn’t necessarily personal or business.
It’s the one that:
Makes what you do unmistakably clear
Aligns with what your audience actually needs
Supports the kind of business you’re building
When your brand helps people understand who you are, what you do, and why it matters to them — you’re already ahead of the game.
And if you’re stuck between the two, start with a Brand Breakthrough. It’s a fast, focused way to get clarity before committing to something that’s hard (and expensive) to undo later.
