The Reciprocity of Company & Personal Brands

Posted by Rahna on July 29, 2010 under Branding, Personal Branding, Strategy | 4 Comments to Read

How does your personal brand interact with the company brand?

There is a direct connection between someone’s personal brand and the company brand, and this is an important factor for you to consider in the development of your personal brand.  The interplay between the two is real and tangible, and the impact is reciprocal.  By that I mean that the company brand impacts you, and your personal brand impacts the company.

This has definitely been true in my own career.  When I would mention that I worked for LEGO, people’s eyes would light up and they would tell me about the latest creation their children had made or share a fond memory from their own childhood experiences.  People have an expectation about LEGO that carries over to the people that work there.  If I worked for LEGO, I must be creative and fun, as these are qualities embodied in the company brand. In this way, the company brand “rubbed off” on me.

The same is true going the other way; your personal brand will “rub off” onto the company brand.  Think about it for a minute.  When the FedEx guy shows up at the office to pick-up and drop off packages, he is communicating something about the company’s image.  At that time, he IS FedEx.  If he is cheerful and efficient, then you will think that FedEx is a great company—efficient in its service and pleasant to work with.  If he is grumpy, complaining and unorganized, this will negatively impact your perception of the company.

As you explore and expand your own brand, you will need to understand the impact of the other brands that surround you, most notably the company brand.  A good brand manager will look to associate their brand with other strong brands that share the same values, the same target audience, and compatible brand images.  You will want to do the same.

Here are some questions to ask yourself: 

• What is your company’s brand? 
• How do they present themselves to the marketplace? 
• If the company were a person, what type of person would they be? 
• Is that a person you would want to hang out with?
• Do other people respect this company?
• What does your association with this company say about you?

If you are a leader in a company, you will want to consider this concept from the other perspective.  What do your employees convey about you?  How can you impact this in a positive way?  One way is to bring the concept of personal branding to everyone’s attention.  This has multiple effects.  First, it will heighten awareness of the employee’s impact so that they are more mindful of how they behave with others.  Secondly, it acts as a catalyst for change if needed.  Some employees may be unaware of how they have been potentially negatively impacting the business with their behaviors.  Third, it empowers employees, who begin to see that they and their actions can make a difference and contribute to a greater whole.