Noted web strategist Jeremiah Owyang recently posted this article debating the merits of “personal branding” and “career branding”. Understandably, Owyang is a proponent of building a career brand, as he has utilized this method for more than a decade. Let’s explore the differences between personal branding and career branding, and determine which path is right for you.
The definitions in quotes are directly from Owyang. I largely agree with his descriptions, except for the notion that personal brands must be quite so “me-centric”.
Personal Branding
“The first approach is called a ‘personal’ brand, which focuses on that of the individual. The ‘personal’ brand focuses on the individual, essentially focusing on ‘me’. While there’s nothing wrong with that, it is fundamentally a different mindset from the second type.” (J.O.)
1. Fewer Restrictions. As a “lone wolf”, you operate not as a mouthpiece for your employer, but as your own entity. By distancing yourself from the accompanying restrictions, you are free to operate autonomously.
2. Consistency. If you switch jobs, get laid off, or your employer disappears overnight – your brand is largely unaffected. In today’s tumultuous economy, this factor may be more important than ever before.
3. Freedom to Change. As an independent operator, you aren’t tied to any one product or subject. If your passion suddenly flips unexpectedly, your personal brand can do the same.
Career Branding
“The second type of approach is what I call a ‘career brand’. The difference is simple. This is a brand that’s focused on “what can you do for your clients or employer”, with a focus more on ‘we’. (J.O.)
1. Halo Effect. As a career brander, your individual brand is boosted by the reputation of your employer as well. If you work for Google or Apple, you receive an immediate lift in brand authority (deserved or not). Note that this also works both ways, and can have negative consequences.
2. Efficiency. A career brand can be powerfully efficient, as your day job can fuel both your current and future career prospects. No need to exhaust yourself with duplicate efforts, working separately from your 9-to-5 (as is often the case for a personal brand).
3. Employer Benefit. While building your career brand, an interesting thing happens – you benefit, your company prospers as a byproduct, and your network enjoys the ride too. Triple win! An individual brand ideally serves to help others, and this aspect plays a huge role in allowing that to occur.
In some cases, employees will not have the authority to choose their path. Public affiliation with your employer may be censored, or your outward communication may automatically be considered “property” of the employer.
But, given the choice, which would you opt for: personal branding or career branding?
Ryan Rancatore discusses the latest topics and trends related to building a brand at Personal Branding 101. Connect with Ryan on Twitter at @RyanRancatore, or on Linkedin.
Photo credit, zedbee.
