A Branding Consultant’s Notes:
Branding Tips: The Corporate Brand vs. Personal Brand
Branding tips abound, but few focus on the interplay between the corporate brand and the personal brand. In today’s hyper-connected world, these lines between corporate and personal branding often blur. For business-to-business (B2B) professionals, understanding how to navigate this intersection can be crucial for long-term success. Whether you’re the face of your business or working behind the scenes, striking the right balance between corporate and personal branding can amplify your impact. It can, if handled correctly, be your secret sauce.
Branding Tips: Your Guide to Corporate Vs. Personal
Corporate Brand: The Collective Voice
Your corporate brand is the sum of how the outside world perceives your business. It’s the voice that speaks to your audience as an entity. Logos, taglines, and values all work together to define your company’s promise.
According to a Forbes study, 77% of consumers purchase from brands that share their values. This statistic rings just as true in the B2B world. Buyers want to work with companies that align with their own business ethics and vision.
Key Characteristics of a Strong Corporate Brand:
- Consistency: Does your messaging align across all platforms?
- Reliability: Are your deliverables on time and on spec?
- Innovation: Are you solving the problems that matter most to your clients?
Personal Brand: The Individual’s Touch
Personal branding focuses on you—the individual behind the business. It’s not just what you do but who you are. In B2B, personal connections often drive the decision-making process.
A LinkedIn study found that 92% of B2B buyers engage with thought leaders to make decisions. Building a personal brand positions you as a trusted expert in your field. Sharing insights, participating in panel discussions, and leveraging platforms like LinkedIn can help you forge meaningful connections.
Key Characteristics of a Compelling Personal Brand:
- Authenticity: Are you showing up as your true self?
- Visibility: Are you consistently active and engaged within your industry?
- Expertise: Are you contributing valuable insights that solve real problems?
Finding Your Brand’s Voice
Striking a balance between corporate and personal branding is less about choosing one over the other and more about harmonizing the two. Here are some tips to help you find your voice:
1. Define Your Goals – For your corporate brand: Are you looking to attract new business, grow in a specific sector, or establish industry authority? For your personal brand:
- Are you building relationships, establishing thought leadership, or mentoring emerging professionals?
- Aligning these goals ensures that both brands support, rather than compete with, each other.
2. Set Boundaries – While personal branding adds a human touch to your corporate identity, it’s essential to define clear boundaries.
- What’s appropriate to share on personal social channels that also serve your professional objectives?
Think of Gary Vaynerchuk, who blends business tips with snippets of personal life in a way that reinforces his authority without diluting his professional brand.
3. Collaborate Between the Two – Cross-pollinate your brands: Share corporate updates through your personal platforms, adding a human perspective. Highlight team successes on corporate channels to show leadership beyond yourself.
4. Leverage Thought Leadership – Publish white papers, participate in panels, or create videos where both personal and corporate brands shine. This builds credibility for both entities.
5. Monitor and Measure – Use tools like Google Analytics and LinkedIn metrics to see how well your efforts align. Track engagement, conversions, and feedback.
Branding Tips For B2B Companies
In a B2B space where relationships drive revenue, integrating personal and corporate branding can yield exponential results. According to a Demand Gen Report, 76% of buyers want a consultative relationship with brands. This statistic emphasizes the need for a strong personal brand to support a reliable corporate one.
It’s All About Trust
Your corporate brand builds confidence in your company, while your personal brand adds a layer of trust to the relationship. When aligned, they drive sales and foster loyalty, creating a synergy that benefits everyone involved. So, take the time to find your voice. In today’s business landscape, a well-balanced corporate and personal brand isn’t just a nice-to-have; it’s a necessity.
Let’s Work Together To Find Your Brand’s Center.
Jackie Awve Marketing & Design specializes in helping businesses create marketing initiatives that drive results. Our industry experience includes commercial real estate, retail properties, executive suites, trade associations, contractors and agency consulting.
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Additional JAM News & Marketing Tips
The TOBY Awards: A Prestigious Competition
The TOBY Awards program is recognized as the most prestigious and comprehensive competition in commercial real estate. It consists of three levels: local, regional, and international. The journey begins at the BOMA local association level, where winners advance to compete at the regional level. Regional champions then move forward to the BOMA International TOBY Awards, which represent the pinnacle of excellence in building management. The Southern Region TOBY winners will be announced at the BOMA Southern Region Conference, held April 11-14, 2024, in Atlanta, Georgia.
This year, 12 outstanding entrants competed for the opportunity to advance to the regional level, each exemplifying superior building operations, community involvement, and environmental stewardship.
2024 TOBY Choice Award Winners
- Medical Building: Baptist Health Plantation Wellness & Medical Complex – Baptist Health South Florida | Managed by Yanei Perez, Baptist Health Real Estate & Development
- Industrial Office Park: Pershing Street – BreAlpha Industrial Property Owner LLC | Managed by Lisa Capozi, Link Logistics
- Office Building (250,000 – 499,999 SF): Northbridge Centre – Northbridge Property Owner LLC | Managed by Julie Palmer-Nicholson, RPA, Vanderbilt Office Properties
- Mixed-Use Buildings: Compson Place at Renaissance Commons – Compson Place Condominium Association | Managed by Christie Starr, Stiles Property Management
- Suburban Office (Low-Rise): Fountain Square – Edge Principal Advisors, LLC & IP Capital Partners, LLC | Managed by Connie Bajer, Cushman & Wakefield
- Retail: Fountains of Miramar – Gateway Miramar, LLC | Managed by Joannie Knight, Stiles Property Management
- Office Building (<100,000 SF): PGA Financial Plaza – Twenty Fifth Palm Beach, LLC | Managed by Nicholas West, Lost Tree Village Management Company
- Office Building (100,000 – 249,999 SF): Boca Village Corporate Center – AGS Properties, LLC | Managed by John Jolley, APM, LCAM, JLL
Honorees
- 401 Cleary – BCORE Defender FL2W05-W07 & FL2M01, LLC | Managed by Jonel Stnviu, Link Logistics
- Lost Tree Village Financial Center – Lost Tree | Managed by Nicolas West, Lost Tree
- Miramar Distribution Center – Western Miramar DC, LLC | Managed by Zulay Chi, Link Logistics
- West Boca Medical Arts Pavilion I – Welltower OP LLC | Managed by Jackie Villamayor, Welltower
Individual Awards
- Associate Member of the Year: Randy Sampaio, Empire Roofing
- Building Engineer of the Year: Alex Tierney, SMA, Related Ross
- Property Manager of the Year: Alina Villar, RPA, JLL
- Outstanding Member of the Year: Karen Terry, GreenTeam | Building Services
- Rising Star of the Year: Brandi Akerman, MA Construction
- Looking Ahead
The 2024 TOBY Choice Awards embodied excellence, dedication, and community spirit, reinforcing the importance of recognizing those who set the standard for commercial real estate management. With winners now preparing for the regional competition in April, BOMA Fort Lauderdale/Palm Beaches continues to be a driving force in elevating the industry. Congratulations to all the winners, sponsors, and participants for making this year’s event an unforgettable success!
A Collaborative Effort for Success
Awve Marketing’s partnership with Southeast Financial Center exemplifies the power of collaboration in achieving industry recognition. By aligning the building’s strengths with BOMA’s performance criteria and guiding the submission process, Awve Marketing helped secure a designation that will benefit both the building’s owners and tenants for years to come.
For more information on the BOMA 360 Performance designation, visit www.boma.org.
About BOMA Fort Lauderdale/Palm Beaches
BOMA Fort Lauderdale/Palm Beaches is a trade association serving the commercial property management industry. Its mission is to support building owners and managers in creating leadership in our industry and improving the value of commercial real estate assets through education, networking, and advocacy. The association has 325+ members who own, operate, or service millions of square feet of office, industrial, medical office, retail, and mixed-use properties in Broward, Palm Beach, and Martin Counties. All local BOMA associations are part of BOMA International, an international federation of more than 90 local associations and affiliated organizations. Founded in 1907, its 16,500-plus members own or manage more than nine billion square feet of commercial properties worldwide. Learn more about BOMA Fort Lauderdale/Palm Beaches.