Most business owners think about branding in terms of two things: their products, and their company. But there’s a third type of brand that’s becoming increasingly powerful — and it’s one that small businesses are uniquely positioned to build.
The Three Layers of Brand
Product branding associates a specific name with a product — think iPod, Panadol, or Vegemite. The product has its own identity, separate from the company that makes it.
Company branding builds identity around the organisation itself — Apple, McDonald’s, Ford. The company name carries meaning, trust, and expectation across everything it does.
Personality branding attaches that trust and authority to a specific person. Steve Jobs for Apple. Richard Branson for Virgin. Michael Jordan for Nike (even as an athlete, his name became its own brand). When a personality brand is strong enough, it outlasts any single company or product.
Why Personality Branding Is More Relevant Than Ever
Social media has fundamentally changed how consumers relate to businesses. People don’t just want to know what a company sells — they want to know who’s behind it, what they believe, and why they do what they do.
Large companies like Deloitte and Coutts now actively encourage their people — not just executives, but engineers, consultants, and specialists — to publish content and speak publicly. The rationale is simple: a knowledgeable person with a genuine voice is more compelling than a logo.
The Small Business Advantage
Here’s the thing: in personality branding, small businesses can outperform large ones.
A major corporation can outspend you on product or company branding. But they can’t replicate the authentic, human connection that comes from a real person sharing real expertise and real opinions. That’s your competitive edge.
Consider Gary Vaynerchuk, who grew his family’s wine business from $2 million to $60 million largely through personal video content. He wasn’t selling the business — he was sharing his genuine knowledge and enthusiasm, and people responded.
How to Build Your Personality Brand
Start with the platforms where your ideal clients already spend time:
- A blog or news section on your website — share your knowledge, your opinions, and your experience
- LinkedIn — particularly powerful for B2B and professional services
- Video — even short, imperfect video content builds trust faster than almost anything else
- Speaking — conferences, webinars, and local business events all build authority
Consistency matters more than production quality. Showing up regularly with genuine, useful content will always outperform polished content that appears occasionally.
One More Thing
Personality branding creates something that company or product branding can’t: a portable asset. The relationships, reputation, and authority you build as a person travel with you — regardless of which business or industry you’re in. It’s an investment that pays returns well beyond your current venture.
Ready to build a stronger digital presence for you and your business? Talk to the Blue Platypus team about a content and social media strategy that fits your goals.
