This is the million-dollar question! The personal brand and the corporate brand coexist separately from a very thin line in which they feed back both directly and indirectly.
It is very curious to see that the personal and corporate brands are increasingly closely related, since both are developed by people and often the differences in content strategies are very similar.
The choice of one option or another is linked to the type of identity. That is, it makes no sense to use corporate brand strategies for a freelancer and vice versa, the personal brand will be inappropriate to launch the benefits of a company.
Each alternative has certain characteristics that can help you decide what may be best for your case.
Personal branding is very effective for specific identities, it is the imprint that each person can leave on an audience. It’s not just about style, experience and knowledge, but also about how we transmit them, how we express our values and what we make the rest feel.
In recent years, independent professionals tend to work on their personal brand so that, sometimes, this personal brand grows to the point of becoming a corporate brand.
A personal brand is intended to make known to qualified professionals with the need to differentiate themselves from the wide competition of their market, positioning them as specialists in a specific topic. It is more aimed at less extensive, limited and specific concepts. It is a much closer and more accessible identity.
On the other hand, the corporate brand is designed to represent a more robust corporate message with more business and business connotations. It is linked to more extensive concepts: companies, corporations, associations, etc.
It is managed in more general terms, it relates actions and guidelines that establish the identity and unique values of a company and in particular its products and/or services. The company’s fundamental values, personality and mission are also reflected.
