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 deals with the decision to brand yourself or your product. Using our content transformation services, we will evaluate it to see that it is not outdated and irrelevant.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.
This topic really deals with foundational brand issues that directly affect the visual design of the brand. 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 4 of the original text:
The decision to brand yourself or your product depends on what you are selling. If you provide a service or software, branding the company or product is more effective. However, if you sell knowledge or information, personal branding is essential, as people need to trust you as a credible source.
Case studies of Armand Morin and Stu McLaren illustrate these principles. Armand initially branded himself with all his products but later shifted to branding his software separately to ensure it could thrive independently of him. Meanwhile, his information products maintained personal branding, reinforcing trust and credibility. Stu McLaren effectively branded himself while also establishing distinct branding for his various product lines, such as “My Idea Guy” and “Ideas 4.”
The chapter emphasizes that branding should align with long-term goals. Personal branding works well for consultants and educators, while product branding allows a business to sustain itself beyond its creator. A strategic approach ensures a strong, recognizable brand that supports business growth and customer trust.
Summary of the corresponding repurposed text:
Choosing between personal branding and product branding depends on your business model and long-term vision. Personal branding is ideal for individuals whose businesses revolve around their expertise, reputation, or personality. This approach is especially effective for consultants, coaches, speakers, and authors, as it helps build trust, establish authority, and create flexibility for future ventures. Entrepreneurs like Tony Robbins and Gary Vaynerchuk have successfully leveraged personal branding to become industry leaders, with their names synonymous with credibility and influence.
If you are selling a product, software, or service that you want to grow independently of you, branding your company or product is a smarter choice. This strategy is best for businesses in tech, e-commerce, and consumer goods, where the brand itself carries value beyond the founder. Companies like Apple, Nike, and Microsoft have thrived because they were built to operate beyond the presence of their creators. Establishing a strong product or company brand allows for scalability and, in many cases, makes it easier to sell the business in the future.
In some situations, a hybrid approach works best. Entrepreneurs with multiple projects can use personal branding to build credibility while also establishing distinct product brands. Elon Musk, for example, uses his personal brand to generate excitement around Tesla and SpaceX. Oprah Winfrey maintains her influence alongside her media company, OWN Network. This dual strategy allows for both personal recognition and business growth while maintaining flexibility.
Ultimately, the right branding approach depends on your goals. If you aim to become a recognized expert, personal branding is key. If you want to build a business that operates independently, a product-focused approach is better. For those looking to leverage both, a balanced strategy ensures influence while maintaining brand scalability. Regardless of the choice, consistency in branding and messaging is crucial for long-term success.
Observations:
The principles in this chapter were relevant as they were originally presented. The case studies in the original book were specific clients of the authors. When we repurposed the text, we inserted current and more recognizable examples which will help relevancy across a wider audience. Also we added the possibility of a hybrid option between the personal brand and the product brand. This shows how much branding has evolved over the last 18 years. We will add supplementary content about personal branding since that has come into the forefront since 2007.
Final Thoughts:
Here we have an example of the older content still viable today. It just needed a refresher on case study examples and adding newer options. It is important to go over the original content and objectively determine is applicability to today. If it still works, don’t fix it. But it might need a little help.