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  • 5 Reasons Your Brand Should Live Outside of Your Company

    My topic last week of logos for personal brands opened up a discussion about how to establish your personal brand in relation to the company you work for. If you’re a business owner these two elements are much more intertwined than the average worker bee out there, but for the average worker here are some ways to decipher the differences between your personal brand and your company’s brand.

    Your brand – your company brand

    1) Focus on what you do for the company rather than what your company does for business

    The ideas and efficiencies that you contribute to your business are the real identifiers of your professional ability. Your brand is all about what you can “make happen” – not (as much) who you’re making it happen for.

    2) Your mission in life is different than your company’s mission

    You have a career goal and an interest that brought you to where you are. It’s always important to frame your work around the company’s mission and vision; however, your personal and professional development is something that applies outside of your job. What are those goals? What type of role do you want to play, and why?

    3) Experience outside of your current position should not be overshadowed

    Many brands focus their image around their current products/services/communications; however, their brand’s legacy plays into the overall image and strategy of the business. Don’t forget what you’ve done, because it all ties together in the end.

    4) You have interests outside of your work

    In some cases more than others, personality is a big part of your brand. Your outside interests play a large part in who you are and from what perspectives you approach new challenges. Bring those elements to life in your overall brand to provide additional context for your overall offering.

    5) You’re (probably) not going to be there forever

    In many cases the company you work for plays an important role in what opportunities may become available to you. It makes perfect sense to use your employers brand equity to compliment your own. Just keep in mind that you probably won’t be there forever, so that shouldn’t be the only leg you have to stand on.


    David Trahan is a Strategist at leading social marketing agency Mr Youth in New York, which was named one of the Top 10 Most Innovative Marketing Companies in the World by Fast Company Magazine. He currently serves on the board of the AD Club of New York Young Professionals and is an Alumni Mentor at Pace University. Connect with him on LinkedIn and Twitter or read his blog posts at GrownUpThinking.

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    Posted in entrepreneurship, Personal Branding, Reputation Management, Success Strategies
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    3 comments on “5 Reasons Your Brand Should Live Outside of Your Company
    1. avatar

      Perfect Timing for me, sparked some creative inspiration.
      Thank You Dan Schawbel!

      ♥ JustenJusten

    2. avatar
      Yinka olaito says:

      We must all realise we have a life outside the office tittle. Effective management of the two will enhance the profile of the brand. thanks for this piece.

    3. avatar

      By focusing on what you do for the company rather than what your company does for business, you not only improve your personal branding, you’re positioning yourself and the company.

      I’ve often thought that the work you do for a company goes towards personal branding and your professional career. Most of use can’t say where we’ll be in 5 or 10 years. Personal branding through your career can position you for better opportunities down the road.

      – Mark Nicholson
      Internet branding blog

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