This Guest Glimmer blog post was written by and in partnership with Erin of Her Digital Legacy, a PR strategist.

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What do you do right when you wake up in the morning? If you’re like most people, you probably reach for your phone.

There’s no judgment here—I do the same. Like most of the American population, I wake up, grab my phone, and scroll Instagram until I’m finally ready to get out of bed.

Because of this very real (and slightly terrifying) habit, business owners have an incredible opportunity. Our businesses can be discovered by thousands, if not millions, of people before we’ve even poured our first cup of coffee. That’s pretty incredible when you stop and think about it.

But that opportunity comes with a challenge.

With an increasingly crowded marketplace and answers just a few taps away (or a quick search on Claude), what makes someone stop scrolling? More importantly, what makes them trust us enough to buy?

Three words: your personal brand.

Your personal brand is how people perceive you and experience you. Whether someone meets you at a networking event or discovers you online before breakfast, they’re already forming an opinion.

Your perspective, your personality, your values, your expertise, and the way people feel after interacting with you all become part of the story people associate with your name.

In fact, research shows that 74% of Americans are more likely to purchase from a company whose founder has a personal brand. People don’t simply buy products anymore—they buy into people.

That said, just because your personal brand is you doesn’t mean posting a quick selfie on Instagram and calling it a day.
You build your reputation over time. Your branding simply gives people a way to recognize it.

A Personal Brand Still Needs a Brand

When we think about branding, we naturally think about logos, typography, color palettes, photography, and beautifully designed websites. Those elements are essential because they create recognition, consistency, and trust.

The interesting part is that we rarely think about applying that same level of intention to ourselves. This is where the conversation around branding vs personal branding really starts to matter.

After all, if people are buying us, shouldn’t our personality be enough? The reality is, your personality is only part of the experience.

Here’s what’s fascinating about building a successful business:

Eventually, your name becomes just as valuable as your company. The business earns the client, but your personal brand earns the keynote, the podcast interview, the media feature, and the introduction that leads to your next opportunity. That’s why your personal brand deserves the same level of intention as the business you’ve worked so hard to build.

Think about the founders and leaders you admire most. Apple introduced Steve Jobs to the world, but it was his name that became synonymous with innovation and design. Allison Ellsworth built Poppi into a household name, yet her personal story and leadership continue opening doors well beyond the brand itself.

If we’ve accepted that our businesses deserve intentional branding, why wouldn’t we give that same level of thought to one of our most valuable business assets: our name?

Understanding branding vs personal branding isn’t about choosing one over the other—it’s about making sure both are working together.

Giving Your Reputation a Visual Identity

Most founders invest an incredible amount of time and intention into building their company brand, and rightfully so. Every detail, from the logo to the website, shapes how people experience the business. As their visibility grows, their personal brand deserves that same thoughtful investment.

Imagine a woman who has spent the last fifteen years building one of the most respected PR agencies in her city. She invested in thoughtful branding for her business from the very beginning. The logo, typography, website, photography, and messaging all communicate the caliber of agency she’s built.

She delivers a keynote at an industry conference, and before she even steps off the stage, audience members begin searching for her online.

Instead of finding a personal website and brand that reflects the leader they just watched on stage, they find an outdated LinkedIn profile, scattered interviews, and disconnected social media. Her expertise hasn’t changed, but for the first time, there’s a disconnect between the business people admire and the leader behind it.

Now picture that same founder with a personal brand that actually reflects the caliber of business she’s spent years building. Her website tells her story, her visual identity feels intentional, and every touchpoint reinforces the same impression she left on stage. The result is a digital presence that makes it easy for people to recognize, remember, and trust her long after the keynote ends.

That’s the power of branding. It doesn’t change your reputation—it gives people a consistent way to experience it.

Why Your Personal Brand Matters Before Clients Ever Meet You

Tomorrow morning, millions of people will wake up, reach for their phones, and begin scrolling before their feet ever touch the floor.

Somewhere in that endless stream of content, someone will hear your name, Google you after a meeting, or discover your business for the very first time. Before they ever shake your hand, they’ll begin forming an impression based on what they find.

That’s why branding vs personal branding were never meant to exist as separate conversations.

Your business brand tells the story of the company you’ve built. Your personal brand tells the story of the leader behind it. When those two stories align, people don’t just recognize what you do—they remember who you are.

You build your reputation over time. Your branding simply gives people a way to recognize it. Because in today’s digital world, your first handshake usually happens long before you ever say hello.