Balancing Self Promotion and Company Branding
As a business, whether you are self employed as a one-man operation, or have more of a structure consisting of employees, your marketing efforts will consist of branding you as an individual as well as branding the business you stand behind.
Creating a brand that is one of being company centric rather than consumer centric can be considered self promotion and can lead to a poor reputation. Your reputation is the track record of your brand.
The purpose of branding is to create a favorable image of either you or the company in the minds of your target market. In other words, what sort of impression do you want to create ? This public persona could be a number of characteristics such as the following:
An authority or expert in your field;
A resource or the “go-to guy” for anything and everything people would want to know about your industry or niche;
A person or company that is environmentally sensitive or socially responsible;
A company or individual that supports certain causes;
Quality and craftsmanship go into every product.
