The Branded for Success book was written in 2007 by my wife and 2 of our colleagues. It’s purpose was to highlight my wife’s graphic design talent that could be leveraged for a business to get a successful brand. It has allowed the three authors to gain authority as branding experts since they are published authors on the subject.
Understanding of branding has grown and evolved over the last 18 years. The principles in this book are still applicable but some updating is necessary. This chapter discusses whether it si wise to use your photo in your company logo. Using our content transformation services, we will evaluate it to see that it is not outdated and irrelevant. This is our opportunity to update and supplement with necessary content that may have been missed when it was originally offered.
Since the book was written from a design perspective, this topic is important and should be determined after the foundational brand elements are completed first. New content will be added as necessary before we prepared for it’s new delivery. Since the repurposed content will be used for premium access content, I will provide summaries of the original text and the repurposed text. Also, when we are finished, the chapter divisions may not be the same, since this will not be repurposed into another printed book.
Summary of chapter 11 of the original text:
Using your photo as a logo in personal branding can be powerful but also risky. History shows that when a brand is built entirely around a person, major challenges arise if that person passes away or is no longer present. Just look at Colonel Sanders of KFC or Dave Thomas of Wendy’s. Businesses that leaned too heavily on personal imagery struggled to maintain relevance and credibility, often requiring full rebrands.
Instead of relying solely on a photo, it’s wiser to blend your image with a well-designed logo that represents your business more broadly. This approach keeps your brand resilient and flexible. Realtors and other personal-service professionals often do this successfully by combining a logo with their photo in a way that reinforces their identity.
Another essential point: keep your photos current. Outdated images can create confusion and reduce trust. Update them at least every other year or more frequently if your appearance changes. The key is recognizability. Your brand should remain strong and consistent across platforms, even if your role evolves. A balanced visual identity with a logo, photography, and flexibility helps ensure your brand can outlast any single moment or image.
Summary of the corresponding repurposed text:
Using your photo as a logo may seem appealing in the age of personal branding, but it’s not a sustainable strategy on its own. While your image can be a powerful part of your visual identity, building your entire brand around your face can create major risks, especially if your appearance changes or you’re no longer the face of the brand. Historical examples like KFC and Wendy’s show how brands suffer when they rely solely on a single personality.
Instead, use your photo alongside a well-designed logo. This hybrid approach, often used by realtors, keeps your brand personal but flexible. It’s also vital to keep your photos current so people recognize you and trust your brand. Update your photos at least every 1–2 years, or more frequently if your appearance changes. Also, have a clean, graphic logo on hand for times when a photo won’t work, like on small print materials or merchandise.
In short, your face can enhance your brand, but it shouldn’t be the whole brand. Balance authenticity with design, and your brand will thrive across platforms and seasons.
Observations:
Here we have a chapter which really does not need a huge overhaul. The concept of using a photo as your logo, in whole or in part, is usually not a good idea. There are situations where your picture with a logo is necessary but with the stipulation that the picture is current. Using a photo for a logo could spell a costly and time-consuming rebrand down the road. If you can, avoid at all costs.
Final Thoughts:
This particular brand topic will not grow old, whether 20 years ago or now or 20 years from now. It is considered evergreen. How it is described and applied may evolve. There may even be a slight shift toward it been more accepted. But I expect that using your photo as or in your logo will be frowned upon.