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Flipping the Umbrella: What’s the Best Way to Transition from a Business Brand to a Personal Brand? | Keynote Clarity for Thought Leaders Flash Briefing
Yesterday, I shared the story of how one of our clients asked me if she should focus on building her personal brand instead of her business brand. The advice I gave her was to follow a process I call ‘flipping the umbrella’.
Imagine your company is like an umbrella. When you were first starting out, you probably established a business or entity name, created a logo, built a website, and started promoting your company. Your name, your professional reputation in your industry, was simply one of the parts promoted under the bigger umbrella of your organization.
However, as your reputation continues growing because your audience engages with more of your content, you will quickly find your demand is outpacing your company’s reputation. So, you have a few options: keep mentioning your brand name every time you are recorded, promoted, or reference, or ‘flip the umbrella’ by focusing on your personal brand and having your company be one of many elements you share with your audience.
For rising thought leaders, such as speakers, coaches, and consultants, I recommend considering whether you need to ‘flip the umbrella’ for your reputation. This is easier if you already have your personal domain name, such as a johnsmith.com and your social media accounts secured with your personal name.
The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”
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By Keynote Content with Jon CookYesterday, I shared the story of how one of our clients asked me if she should focus on building her personal brand instead of her business brand. The advice I gave her was to follow a process I call ‘flipping the umbrella’.
Imagine your company is like an umbrella. When you were first starting out, you probably established a business or entity name, created a logo, built a website, and started promoting your company. Your name, your professional reputation in your industry, was simply one of the parts promoted under the bigger umbrella of your organization.
However, as your reputation continues growing because your audience engages with more of your content, you will quickly find your demand is outpacing your company’s reputation. So, you have a few options: keep mentioning your brand name every time you are recorded, promoted, or reference, or ‘flip the umbrella’ by focusing on your personal brand and having your company be one of many elements you share with your audience.
For rising thought leaders, such as speakers, coaches, and consultants, I recommend considering whether you need to ‘flip the umbrella’ for your reputation. This is easier if you already have your personal domain name, such as a johnsmith.com and your social media accounts secured with your personal name.
The Keynote Clarity for Thought Leaders Flash Briefing is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to The Keynote Clarity for Thought Leaders Flash Briefing by visiting bit.ly/KeynoteClarity and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”