You vs. The Brand

One of those most common questions I get from my clients is: Should I be the face of my company or work behind the scenes?

And I understand why this question is asked so often. What I’ve noticed is that a lot of clients automatically assume that the best way to operate a business is to create a company name and hide behind their logo.

When in reality, this can cause a feeling of disconnect between you and your audience.

I’ve learned that it is actually in your best interest to brand yourself, rather than branding the business. What do I mean by this?

When you’re conducting business, especially with other small businesses, most business owners want to form a relationship with YOU as the CEO. They want to create a sense of trust and build rapport with a real person; someone who they believe they can relate to – not your logo.

This isn’t to say that brand assets aren’t important. They definitely are. But when it comes to building community with your audience, it’s much easier to do that when you’re simply being yourself.

A lot of people think this makes them seem less “professional”. I beg to differ. The truth is – we sometimes want to appear bigger than we actually are, and it ends up feeling unauthentic.

When faced with this dilemma, it’s important to consider a couple things: 1) who you’re selling to/your target audience; and 2) if you wish to sell the business in the future.

After you’ve done some market research and studied your target audience, it should be pretty simple to determine their preferences.

On the other hand, if you do have plans to sell the business later down the line, then it may make sense in that scenario to focus more on developing the company brand rather than simply branding yourself.

Ultimately, it all boils down to what you believe is best for you and your business – of course. But I’ll leave you with this: my clients and I have found great success in our businesses by being visible and vulnerable with our audiences, rather than hiding behind a random company name. And I think it could truly work out in your favor, too.


At Beyond Business Solutions, we use proven marketing strategies to increase your visibility, grow your business, and expand your income. We take the overwhelm out of your marketing strategy, because marketing your business should be one less thing you have to worry about. Check out our website to schedule your free, no-obligation discovery call today and learn how we can take your business to the next level!

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