What do Corporate Branding, Employer Branding and Personal Branding each cover?

Corporate, employer and personal branding are three layers of the same reputation system, each aimed at a different audience making a different decision.

• Corporate branding shapes how customers, partners and the market perceive the company: its positioning, identity, credibility and story. It answers the buyer's question: why choose this company

• Employer branding shapes how current and prospective employees perceive the company as a place to work: its culture, development and purpose. It answers the candidate's question: why work here

• Personal branding shapes how the market perceives the company's leaders: their expertise, perspective and standing in the industry. It answers the relationship question: why listen to, meet with or trust this person

The three reinforce each other. A respected founder's personal brand lends credibility to the corporate brand; a strong corporate brand makes employer branding easier; engaged employees become the most convincing evidence for both.

For SMEs, personal branding carries particular weight in business development, because early-stage relationships are built with people before companies. In SJ Digital Media Solutions' experience, a founder or Managing Director with visible expertise, through LinkedIn presence, speaking and published perspective, opens executive doors more readily, including the doors SJ's business matching work depends on in overseas markets.

SJ develops all three layers in proportion to the client's strategy: corporate branding as the foundation, employer branding where growth depends on talent, and personal branding for leaders whose visibility can accelerate partnerships and sales.