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Why do marketers brand themselves instead of their business?

by Premier Plugins
22 replies
I've been browsing a lot of different marketing type blogs lately and I notice that almost all of them follow the same branding model in which they brand themselves instead of their business/blog. Why is this?

Why not build/release products under a company brand instead of YourName Brand? Wouldn't it make more sense, if you plan to unload any properties down the road, since they'll basically be worthless without you? Since you branded yourself instead of the business?
#brand #business #marketers
  • Profile picture of the author WillR
    Simple.

    People prefer to buy from REAL people rather than cold organizations. The more personal you can make the buying experience the better it is.
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  • Profile picture of the author moonzombie
    To build trust.. Perhaps your last sentence is exactly what appeals to their customers, the knowledge that they won't likely be selling their business or being taken over. Makes it look like they're in it for the long haul.
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  • Profile picture of the author JFrenty
    I agree with WillR. Plus another reason is because business may change, name - hardly ever.
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  • Profile picture of the author Willie Crawford
    I branded myself, because I have developed into the product.
    To make that something that I can resell later, I've turned
    it into a system, still with my name on it, but when I first
    started, I guess you could say that I WAS the product.

    Willie
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  • Profile picture of the author Paul Barrs
    Again, I'll second most sentiment here... for me, I *am* the product. Everything that I do has my own distinct style - love it or hate it - that's what I sell... my 'style', my 'take', my 'version' of things.

    I think it was mid 2000 that I registered my name as my domain name and still use it today.

    Paul
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    It's Simple... I don't "sell" IM anymore, but still do lots of YouTube Videos
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  • Profile picture of the author mindreaderwriter
    Banned
    Others are really using their personal names to brand their company, products, and/or services. Good examples are Henry Ford, Michael Dell, and McDonald's. Keep in mind, though, that your brand name should not be too difficult for people to recognize what business, product or service you provide. The name, itself, should speak for itself. I believe the brand names I stated above had their own stories of hardships in promoting and making the public know what they do. Perhaps, they have just earned the "automatic recognition" of what they years after their launching.
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  • Profile picture of the author Quentin
    It was an old marketing thing where you were told to always market yourself for many of the above reasons however in the long term if you are wanting to sell your business and have an exit strategy it will make it quite hard unless you are something like Ford or MacDonalds.

    Comments like "People prefer to buy from REAL people rather than cold organizations." and "To build trust.." are just silly as we buy off these so called cold organizations every day. You can build just as much trust for a company and personalize the experience as for an individual name.

    Of course you can associate your name with the organization as you see many top CEO's doing.

    Some people have done it very well like Harvey Norman who is a big electrical supplier here in Australia however this is quite rare.

    In the real world you will find very few businesses that market via their own name as it is less trustworthy because it all hinges on one person.

    If you look at the top companies in the world there would only be a handful and most are very old companies.

    Would Apple have done so well if they were called Wozniaks.

    On the other hand if you are doing small niche type short life products then it may hold true to brand yourself more.

    Branding your name is a great idea but do it in conjunction with a business name.
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    • Profile picture of the author WillR
      Originally Posted by Quentin View Post

      Comments like "People prefer to buy from REAL people rather than cold organizations." and "To build trust.." are just silly as we buy off these so called cold organizations every day. You can build just as much trust for a company and personalize the experience as for an individual name.
      Quentin,

      The original post was asking about Internet Marketers NOT big corporations. Note I said people 'prefer' to buy from REAL people, I didn't say they don't buy from organizations. Given the choice though people prefer a more personalized experience, especially when it comes to online marketing and that is what we were talking about here.

      Another good example in Australia is Bing Lee. They have used the family name, all their ads are voiced by Mrs Lee (it used to be Mr Lee until he passed away), and they promote this idea of being able to negotiate your prices in store. This once again is all about making the buying experience more personal and less corporate like.

      As you also noted, Harvey Norman is another example. Geoff Harvey gets himself out there in the public eye a LOT and he does the voiceovers for a lot of their advertisements.

      Another example, Dick Smith. He built a HUGE business around his own name.

      So there are plenty of very successful examples of this out there. Obviously these companies may have used their own name in the beginning because they never imagined getting so big but those names could also have been a very big reason as to why they have grown so big.

      Steve Jobs was another great example. Although the company was not called 'Steve Jobs' he did a great job of being the brand. His approach at the keynote presentations was always very personal and laid back. He didn't walk out in a flashy suit and tie, he always just wore his trademark jeans and turtle neck.

      Richard Branson and Virgin are another. Although his name is not the companies name, he is synonymous with his brand and whenever you hear the name Richard Branson you think Virign.

      Donald Trump is yet another. Trump Tower. Trump Hotel. Trump Casino. Trump Real Estate.

      Anthony Robbins yet another.

      I could go on and on but you start to see the trend I am sure. There is a LOT of this out there in the big corporate world and a lot of them are responsible for the biggest brands in the world.

      On the flip side, using your name can be a problem if you plan on making poor business decisions. Once your name is tarnished you will find it very hard to ever do business again.
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  • Profile picture of the author jakecoop79
    As has been stated, it's about trust.

    We trust people, not organizations.
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    • Profile picture of the author moneymuze
      Originally Posted by jakecoop79 View Post

      As has been stated, it's about trust.

      We trust people, not organizations.
      Especially in the MMO industry.
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  • Profile picture of the author tskailey
    I've been browsing a lot of different marketing type blogs lately and I notice that almost all of them follow the same branding model in which they brand themselves instead of their business/blog. Why is this?

    Why not build/release products under a company brand instead of YourName Brand? Wouldn't it make more sense, if you plan to unload any properties down the road, since they'll basically be worthless without you? Since you branded yourself instead of the business?

    Simply because, if people are aware that you had a very good reputation in the field you're in, it would be so easy for them to trust you and your products/services.
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    Tskailey
    Smart Internet Business Solutions

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    • Profile picture of the author mrsvirtualassistant
      If you establish credibility and build a strong online presence, people will perceive you as an authority in your field. This can help you promote your business more effectively and build long term relationships with your customers.
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  • Profile picture of the author andybeveridge
    Once you become an Internet marketer you can never leave. There the big secret is out. There is no point in branding a company when you know you can never sell it.
    We are tied into this online world where we have to keep up with ever evolving platforms that take more and more effort to just get noticed. (Takes another large glug of brandy) It just goes on until you die. I have heard that the only way out is attract JV partners but most of those are too savvy to fall for it now.

    Hang on there is a knock at the door. My god! I have given too much away.
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  • Profile picture of the author michaeljcheney
    As someone once said - celebrity beat credibility every time.

    By positioning yourself as the brand and putting a face to the name then you become a celebrity in your marketplace and people love (and trust) celebrities. Sure - certain companies can also become celebrities in their own right but just think of the people like Trump, Branson, Tiger Woods - they ARE their brand...
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  • Profile picture of the author Eduard Stinga
    Probably also because they want to have more than just one business, that they can associate with with their name; so instead of branding each and everyone of them separately, they just brands themselves.
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  • Profile picture of the author Keith Everett
    People tend to buy into the persona of the business owner, these days not necessarily the business itself. If they know, like and trust you they will eventually buy from you.

    If you keep advertising yourself purely as your business, especially on Social Media platforms people not see you as a personality that they can connect with, just a business without a face..

    Look at the most successful Internet Marketers, I'm talking about the six and seven figure marketers, do you know or even care what their businesses are called?... No, we know them by name, that's it..
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  • Profile picture of the author hazyl lee
    it's a buddy method. People buy because of you not the product. That's how it explains
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  • Profile picture of the author Raydal
    OR maybe those people never had a long-term plan
    and were surprised by their own success, so now
    looking back, if they really thought about it, they
    would have built a brand?

    -Ray Edwards
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  • Profile picture of the author AJ Warrior
    People need to trust someone not a company its just smart marketing in my opinion. I would rather buy from a person who recommends then just a random company name its very smart idea to go this route its more personal to the buyer.
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  • Profile picture of the author thebarksmeow
    It really depends on the niche. MMO.. I would definitely brand a name. If I'm selling pet supplies... I'm branding the company.
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