Personal Branding Vs Corporate Branding - Dividing Opinion
Episode description
John Paul is talking about branding – the topic that regularly divides opinion.
Should all promotion be around an individual or should it be the profile of the organisation that dominates? John explores the negatives and positives for both personal and corporate branding and shares how his organisation is moving forward and why the choices they have made work. This episode will help any business owner clarify what will be the right choice for their business, listen in and find out more.
KEY TAKEAWAYS
- Personal branding
- We all like dealing with people.
- As a customer, we want the salesperson who is knowledgeable, pleasant and makes us feel special – as if we are the only customer they have
- Personal branding works really well with face to face sales because you can build an emotional connection.
- If branding is built around an individual and they later leave, there will be a significant impact for the business owner and company.
- If something negative happens for a personal brand it’s your personal reputation that suffers.
- Corporate branding
- Organisations can secure new business because of their name and reputation.
- If a company has longevity people feel it can be trusted.
- Even though people will have changed inside the business, if the corporate brand has built a reputation over time this will be a factor in consumer choice.
- It can be perceived that a corporate brand moves more slowly and lacks the connection, the personal touch.
- We are trying to put the person forward as the property expert, supported by the corporate structure.
BEST MOMENTS
‘I didn’t buy my Mac because of the salesman I bought it because of the company’
‘People like dealing with people’
‘I didn’t buy my house because of the person selling, I liked the house’
‘There can be security and comfort around a corporate image’
VALUABLE RESOURCES
ABOUT THE HOST
John has several Estate and letting agents in the North East of England. He also has a consultancy business where he teaches agents how to grow and scale a sustainable business.
John’s doing this podcast to grow in the estate agency space but also to try and break into other industries as the formula he has developed for estate agency success, will work in other SME industries and he wants to break into high ticket coaching.
CONTACT METHOD
https://www.facebook.com/agencyconsulting/
https://www.linkedin.com/in/john-paul-14167211/