What is a Brand?

Many might believe “branding” is just something visual, like a logo or company signage and uniforms. Branding is much more than this; it encompasses an organisation’s ethos, their logo, their store design/location, and the feeling it gives someone. It can even encompass the values of the founder.

Every successful company is built on a good brand:  it’s clear, consistent and easy to understand.

While many big brands end up faceless, most businesses starting out need a spokesperson that embodies the brand.

What is a Personal Brand?

A personal brand is a cohesive identity that is associated with a person rather than a business. However, it can be used in a variety of ways, e.g. to grow an actor’s presence, to brand an author’s look of their books, their blog and sales platform, to give a blogger a look, quirkiness, ethos and colours that tie into their blogging aims.

Projecting your Brand

Gerry Harvey uses his charisma and ‘average Aussie’ persona to connect with customers through the media. Social media identities Cat Matson and Kylie Bartlett use their social media savvy –and giving spirit– to gain a huge following.

What kind of identity do you project?  Do you naturally attract people and opportunity, or do you prefer to hide behind the scenes?  You might have to come out from behind the pot-plant (as a local communications expert puts it)…

You can help build your brand credibly by relating:

  • Your personal principles
  • The successes and experiences you’ve had in your niche
  • The value you bring to your target market
  • What others think of you in this space (testimonials and stories)

Then integrate these into your marketing efforts, whether online or in person.


If you enjoyed this post, you’ll like Chapter 8: Branding in a Nutshell in Power Marketing, the 2016 edition.


Uniquely Personal or All Business?

Whether a ‘personal name’ (like this one) or a ‘business name’ website, you should showcase your own products, offerings, courses, and community memberships. If you have specific knowledge or have compiled several people’s real stories into one theme, then why not turn them into eBooks, books, or video interviews. Promoted both on and off your website, these will attract a wider array of people who want to know about the topic.

Your leadership actually helps any business you’re attached to gain clients and advocates… as long as it relates to the theme of your niche information. Read more about this in the multimedia course, Marketing for Influencers.

Some great examples of a personal brand, built online are:

AliBrown.com – mentor to entrepreneur women

WendyMoore.net – social media success educator

GregSavage.com.au – recruitment industry leader

HeartoftheFeminine – Beverley’s feminine empowerment site, with quiz, videos, workshops and writing.