• Learn How to Build a Powerful Personal Brand That Will Differentiate You and Allow You To Compete in the Global Marketplace.
  • What’s More Important: Your Brand Or Your Company’s

    While your personal brand is important for your career success and personal fulfillment, the brand of the company you work for is also important. How do these two things tie together? Some might think that they conflict, but they can actually enhance one another.

    Companies that help employees identify what makes them unique and apply that to their current job typically have happier and more engaged workers. When that organization also knows its authentic brand, too, that’s when alignment happens.

    However, it’s possible for problems when your personal brand and company brand don’t align.

    When brands don’t match

    Perhaps your personal brand is a bit too eccentric for the company brand. Maybe you’re branding yourself as a social media expert when, at work, you’re actually an accountant. Here are a few possible conflicts and suggestions about what to do when they occur:

    • Your brand isn’t aligned with the company’s. This can be a tricky situation because you don’t want to do anything that may jeopardize your current job; however, you should be true to your personal brand that you’ve created for yourself. As long as your brand doesn’t clash with the company’s (think values and mission, among other things) then it should be okay that the two aren’t perfectly aligned. However, it will probably benefit you (and your company) to keep your manager or superior in the loop, just to be safe. Simply tell them that your personal brand outside of work differs from your brand on the job, but you will ensure that they are kept separate to avoid conflicts.
    • Your brand is completely different from your current job. Although this isn’t ideal, it happens to a lot of individuals. Sometimes you’re trying to build yourself up in a space for a career transition, and sometimes your outside interests are just completely different than your day job. Either way, it’s probably best to keep the two separate to avoid confusion. Perhaps, one day, the personal brand you’ve been creating for yourself will end up being your job!

    Companies are still navigating the world of personal branding. While problems will probably happen, they can be avoided by clear communication and separation of your work life and outside brand.

    Have you experienced any problems between your personal brand and the company’s? What did you do about it?


    Heather R. Huhman is a career expert, experienced hiring manager, and founder & president of Come Recommended, a content marketing consultancy for organizations with products that target job seekers and/or employers. She is also the author of #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010) and writes career and recruiting advice for numerous outlets.


    Heather R. Huhman is a career expert, experienced hiring manager, and founder & president of Come Recommended, a content marketing and digital PR consultancy for job search and human resources technologies. She is also the instructor of Find Me A Job: How To Score A Job Before Your Friends, author of Lies, Damned Lies & Internships (2011) and #ENTRYLEVELtweet: Taking Your Career from Classroom to Cubicle (2010), and writes career and recruiting advice for numerous outlets.

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    4 comments on “What’s More Important: Your Brand Or Your Company’s
    1. avatar
      Jenny Tsai says:

      I think it is really important that you have your own thoughts, but not just follow the company’s brand. As long as our brand is not against our company’s brand, it is okay.

    2. avatar
      Suz says:

      As a paralegal by day and the CFO of my own music company, personal branding and company branding can get tricky. Keeping them separate is best. Luckily having bosses that support my passion, I am able to promote my personal brand at their functions when I check in with them first. After all, while you want to promote yourself, you don’t want to bite the “brand” that feeds you 😉

    3. avatar

      Great post. I actually wrote about this in my blog post called “The Reinvented Entrepreneur”. I have my own skate and snowboard business, that shares my first name. I also have to show that I am capable of working in a business setting for someone else. So while I love the boarder atmosphere and culture, I do have to be another person in showing that I am professional and able to be part of an established company. It’s been a difficult balance because some people are worried about you taking their job, or thinking you won’t show up for work. But once I find a higher class job this won’t be a problem. Security or fast food or retail managers don’t understand why you would want to do something on your own…at least that is what I’ve found at all of these places.

    4. avatar

      I congratulate you on this post because it points the finger in the right direction. We all need to be aware of our personal branding but ideally this should work seamlessly with and not against the organizations we are involved with.

      I am glad not to be experiencing any major conflicts as of now, but I have been ready to move on when I felt that I was working for an organization that was not living up to its promises in areas key to my personal branding (such as social media) and not for once have I regretted it.

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