Personal Brand vs. Business Brand: What Business Owners Need to Know
Updated on February 9, 2026
If you’re a business owner, coach, creative, or service provider, you’ve probably wondered whether you need to build a personal brand.
The short answer is yes—especially if you are the face of your business. A strong personal brand and a clear business brand should work together, not separately.
When I started my photography business in 2018 and began researching how to market my business, I kept seeing sales training and advice about running strong marketing campaigns. But something felt off. That approach just wasn’t me. I didn’t want to read from a sales script or send weekly emails that screamed, “Book me!”
I wanted my marketing to feel genuine, to build real connections, and not salesy. After a lot of research, I stumbled upon the world of personal branding. At the time, I had never even heard of it. But after investing in a course and listening to many podcasts about this topic, it finally clicked—it totally aligned with my personality and my values.
Since then, I’ve intentionally built a strong personal brand and business brand, and they both played a huge role in growing my business. Let me break it down for you, and I’ll also share three easy ways that you can start building your personal brand.
What is a Business Brand?
A business brand is your company. It’s your brand logo, visuals, colors, fonts, messaging, services or products, and customer experience.
Your business brand showcases your professionalism and ensure your marketing is clear, consistent, and distinguish your company from others.
After 3 years of DIYing my website and branding, I’ve outgrown the new business stage, and I knew it was time to invest in rebranding my business. I hired a brand strategist and website designer. It was one of the best investments I’ve made! With my brand blueprint, I had a clear message of who I serve, the graphics and logos support my marketing content, and everything finally feel cohesive!
What is a Personal Brand?
A personal brand is a brand that you build around yourself. It’s your story, values, personality, opinion, and expertise.
It’s how people feel when they connect or work with you. This is so important to any business because you are building the know, like, and trust to build a stronger connection with your ideal audience and peers.
Whenever I hear “Oh, I know you! I heard about you from Doug,” or “You’re exactly the same in real life as you are online,” at a networking event, that means so much to me because that’s how I know that I’ve built a strong personal brand.
Why do you need both in your business?
If you were like me, an introvert, and didn’t want the spotlight, you probably hid behind your logo, services, or products in most of your marketing. This could actually hurt your business because people want to know who you are, why you started your business, and learn more about your story, before they invest in your services or buy your products.
This is especially true for small business owners and solo entrepreneurs. You are not a well-known company like Dunkin’ Donuts or Macy’s; not everyone knows and understands what you do. That’s why you have to educate your audience consistently.
When your personal brand and business brand are aligned, your audience knows who you are and what you offer, your content feels more relatable, and your marketing feels less salesy. That’s a memorable brand!
3 Easy Ways to Build Brand Awareness (Without Overthinking It)
You don’t need a huge budget or a full rebrand to start. These are simple, effective steps you can implement right now.
1. Cohesive Branding: Use your brand logo, visuals, colors, and fonts consistently on your website, social media graphics, email & public relations campaigns, and other marketing efforts. This will help boost your brand awareness over time, where people will instantly recognize your brand.
2. Show Your Face Consistently: I know you must be thinking, “I have to post every day?” Not at all. The simplest thing you can do is to update your headshot on your social media profile and website. If your headshot is over 3 years old, it’s time to get a new one. Use the same professional headshots everywhere, even on your business cards, so you are easily recognizable.
Hiring a professional branding photographer to create a library of brand photos that are strategically designed to help you market your business consistently and save you time from browsing for free stock images that thousands of people have used. Headshots are always included in a personal branding photo session when you work with me.
3. Share More Than Your Services/Products: Sharing your personal or your business stories can connect you to your audience on a deeper level. Your challenges and failures don’t make you look weak; they show your resiliency, trustworthiness, and can inspire the next generations. It also helps you stand out in your industry. Here are a few examples of what to share: Who or what inspired you to start your business? Behind-the-Scenes. Lessons learned.
When you build your personal brand and business brand intentionally and strategically together, it’ll help people discover you, trust you, and want to work with you or buy your products.
Not sure how to start building your personal brand? Get my Personal Branding Worksheet. This worksheet can help you:
- Define your stories and your brand voice.
- Gain clarity so you can create better marketing content to serve your audience and build your know, like, and trust factor.
- Make a plan to show up confidently and consistently
And if you are looking to show up more on your marketing and social media, let’s chat! I’d love to learn about you, your business, and your vision to up-level your brand. Click here to schedule your discovery call.
