A personal brand is the public standing of a specific person – most often the owner or an expert within the company – built on their knowledge and opinions. In professional services and in B2B it tends to be more effective than corporate communication, because people trust people more than an anonymous brand, and language models and search engines alike treat authorship as a signal of trustworthiness. The risk lies in dependency: if all demand is directed at one person, the company grinds to a halt without them, and its value drops when it comes to a sale. A sensible approach is to use the personal brand to open doors and gradually add other experts from the team alongside it, so that trust also transfers to the company. The link between the two brands should be visible and consistent.
See also: Author authority and website authority, Social selling, Author entity and sameAs.
