When you engage with a company brand, you are essentially “buying” one or more of your own values embedded in the company’s products or services. For example, you may purchase FedEx’s shipping service, but what you are really “buying,” among other things, is the emotional benefit of trust that your package gets there on time and in one piece. After all, you are a trustworthy person. FedEx is a massive, dynamic, efficient operation, and its well-oiled machine directly appeals to your personal brand.
So, suppose you wish to start your own business. You’re a tea-lover and authority on identifying, shipping and selling tea in the retail market. When you work with a brand identity expert, you go through a number of proven strategic exercises to find the one most engaging customer promise to fulfill what they seek most when buying tea. Is it tea from an undiscovered country? A better version of a tea that customers already love? A production method that brings out a tea’s complexity like no other? Any of these may be relevant and alluring to customers. But in the sensual, contemplative world of tea, a giant processing enterprise that works for the FedEx brand may not fit the bill. So, what if the differentiating benefit turns out to be you? Your expertise. Your personality. Your ability to transform the tea experience into something profound? Then the company you want to brand is not the company at all. It’s your own personal brand, and the tea itself is but a tangible incarnation of the values sought out by your customers. Let’s talk about Jeni Dodd Tea.
Her product is sourced from different regions, most notably the under-appreciated terroir of Nepal–a country overshadowed by India to the south and China to the north. Her business brand could easily have promised access to a rare tea experience. But Jeni is not only a Tea Master; she’s a force of nature. Her personal brand is enlightening, upbeat and passionate. Her customers heed her recommendations, expand their palates, and experience not just tea, but more importantly, how tea can enrich many aspects of your daily life. She and her business brand are one.
Overlaying your personal brand with your business brand creates a potentially risky dynamic. Any misstep by Jeni can negatively impact her business. Conversely, problems compromising the product due to bad weather or adverse shipping roadblocks, threaten her reputation. However, the upside is very rewarding. Building a business around your own personal brand identity gives you optimal command and control. You can flex the business’ ability to embrace new customers, or expand your product line using the foundational equity of Jeni’s personal brand, instead of being tethered to the limited equity of a product that is easily commoditized. Tea is tea. But only Jeni can be Jeni.
So if you are planning to launch a start up, or chose a gig-based business as a consultant, or even create a side hustle to your main job, work with a branding expert who’s skilled not only in product, service and company branding, but also adept in personal branding, because the one-of-a-kind promise that most engages customers may just be you. I’m Vince Parry, and Parry Branding Group taught me this invaluable lesson. [Jeni Dodd Tea logo is not a Parry Branding Group design.]