Perhaps your company’s branding strategy is YOU.

Mark Schaefer
6 min readSep 4, 2019

Personal branding strategy is simply a fact of business life these days. In fact, as traditional PR and advertising becomes less relevant (who is seeing these ads any more?), I could argue that increasingly, the personal brand IS the company brand, especially in smaller companies.

Branding strategy is about creating an emotional connection to your product or service. It’s a lot easier building a connection to a person compared to an ad or a piece of company content.

Personal branding will undeniably have a more important role in marketing strategy because it can create a permanent and sustainable competitive advantage based on emotion. There is only one you. That can be a legitimate point of business differentiation!

For the love of Jeni

Here’s an example of how a personal brand can become an integral component of a corporate branding strategy.

Ice cream is basically a commodity. You can tweak the ingredients and the flavors but there are only so many ways to make and sell ice cream, right?

Jeni Britton Bauer

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Mark Schaefer

Keynote speaker, marketing strategy consultant, Rutgers U faculty and author of 10 books including KNOWN, Marketing Rebellion, and Belonging to the Brand!