GoodThinking the masonbaronet newsletter

The two faces of branding

Ahhh, branding. It’s a popular buzzword in the business space, but most people are making the mistake of only understanding half of this vital concept. Many just think of a brand as an identifying mark (whether on cattle, a product, or your company letterhead). And it’s true; branding tells others who you are … but there’s much more to the story than just that. Let’s break it down into the two faces of branding: personal and corporate.


Corporate branding is our familiar friend, but it’s more than your logo and color scheme. Some companies have a very professional/executive feel both inside and outside of the office, while others have a trendy/urban vibe. That vibe, whatever it is, is part of your brand. It’s not only important to create a brand, but to stay true to your brand. Consistency pays off in brand development, and your bottom line will thank you for it later.


We’re often so busy thinking about the company that we forget about the people. Every person within your organization is making a name for themselves in appearance, behavior and communication — that’s personal branding. You only have one shot to make a first impressionso you’d better make it count. But even if you’ve been unaware of personal branding up to this point, it’s not too late to jump on the brandwagon. (See what we did there?)


Let's learn more about the ABC's of personal branding...



Wrinkled clothes or clothes that are too big/too small work against you, just like dull or dusty shoes pulled out of the back of a closet. Stay away from clothes that don’t fit and avoid over-accessorizing. Take the time to build your personal brand and watch your own authenticity and credibility grow.



Calm, cool and collected. Stand tall, shake hands, and use eye contact. (It seems like a given, but you and I both know that it’s foreign to some.) Work toward a perfect balance between self-confidence and authenticity — and be approachable.



Written and spoken. Besides having the confidence to speak, you need the knowledge. A word to the wise: listen twice as much as you speak, think before you speak, say what you mean, and mean what you say.


That’s why we love Brand Therapy. All of our issues are meant to help you build your whole brand, both corporate and personal. So check yourself — and when you’re need of an extra dose of one-on-one brand therapy, your friends at MasonBaronet are here to guide you.

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