Great branding doesn't happen by accident. For an individual or a company, a brand helps define how others view and interact with you.
As a company, your brand will become the way your customers view you. Consumers are hit with thousands of brand messages a day; they won't form a strong impression of your company if they don't hear the right message. But with dozens of employees telling your story, from your CEO to your marketing team to your front-line staff, how can you make sure you are telling one consistent, memorable story? A corporate brand will keep your team on the same page.
But what about personal brands? As a highly visible professional, you need to take control of the way you are viewed. Crafting a personal brand enables you to do that. Without a brand, your narrative will be driven by someone else, such as the media, competitors or shareholders. Whatever questions they ask or topics they bring up will define a large part of what your fans will hear. But once you've crafted a brand, you drive those conversations. From press conferences to social media, having your own message enables fans to connect with you in an authentic, long-term way.