🚀 How to build both personal and company brands through social media?

What is "personal brand" and "company brand"?

Your personal brand is the image and positioning you project online. For example, if you're a financial advisor constantly sharing investment tips, people will perceive you as professional and reliable. Your company brand is the positioning and image of your business. For example, one coffee brand might promote a hipster check-in vibe, while another might emphasize accessibility and convenience.

In Hong Kong, personal brands can help you "sell products" through personal influencers, such as KOLs and professionals (lawyers, accountants, designers); while company brands can "sell products" through products, such as local craft beer, eco-friendly products, or emerging technology startups.

Strategies for building a personal brand 😎

First, you need a clear positioning. What kind of person do you want others to remember you as? For example, "digital marketing expert," "environmental designer," or "financial expert." LinkedIn can be used for professional content, while Instagram can be used for a more personal side, such as daily life and work snippets. Combining the two creates a more comprehensive image.

Secondly, the visuals and tone should be consistent. The colors, fonts, and image styles should be fixed, and the tone should have personality. For example, the tone of Hong Kong people can be a mixture of Cantonese and English to appear friendly.

It is also important to strike a balance between professionalism and humanity. Professional articles interspersed with personal stories will be more appealing. For example, a financial advisor can share professional financial management tips while also telling how he went from living paycheck to paycheck to having savings.

The most important thing is interaction. Don’t just post and call it a day. Respond to comments, hold Q&A sessions, and do live broadcasts to make the audience feel that you really care and are not just selling things.

Building a company brand strategy🏢

Your company brand should have a clear positioning. For example, should your coffee shop be "high-end boutique" or "affordable?" For example, consider % Arabica (prestige, check-in experience) versus Pacific Coffee (affordable and convenient).

Content should tell a story, not just promote the product. For example, a craft beer brewery could showcase how they brew their beer using local Hong Kong ingredients. This philosophy behind the brewing process will lend the brand a warmer feel.

We need to integrate multiple platforms: Instagram can be used to display beautiful photos and short videos; Facebook can be used to promote events and interact with the community; LinkedIn can be used to build a professional B2B image; and YouTube/TikTok can use long and short videos for both education and entertainment.

You should also leverage social media for customer service, quickly responding to DMs and publicly answering FAQs. Hong Kong shoppers value service, and social media platforms are effectively your frontline customer service.

Personal Brand vs. Corporate Brand: How to Complement Each Other 🔄

Individuals can drive companies, especially startup founders. Regularly sharing industry insights on LinkedIn can lend credibility to your company. For example, Elon Musk's influence directly boosts exposure for Tesla and SpaceX.

Companies can also drive individuals. If the company brand has a certain influence, the founder can leverage it to build his or her own personal brand, share behind-the-scenes stories, and attract fans' attention.

Practical Tips for Hong Kong People 💡

First, a multilingual strategy. Hong Kong people are accustomed to a mixture of Chinese and English. Posts can have half Cantonese and half English hashtags to reach a wider audience.
Secondly, the authentic content, including elements such as bus stops, tea restaurants, and Lion Rock, makes the audience feel resonant.
Third, time strategy: Hong Kong people are most active during lunch time (12-2pm) and after work time (7-10pm), so these are the most effective times to post.
Fourth, short videos. IG Reels and TikTok short videos are the best, and it is best to combine education and entertainment.
Fifth, cross-over cooperation can be achieved by collaborating with other local brands or KOLs to attract each other's fan base.

Editor's summary✍️

Personal branding builds trust, making the audience understand who you are; company branding builds professionalism, making the audience feel that their product is valuable. The two combine: first people, then a company; first trust, then transactions.

Hong Kong startups or freelancers should develop two strategies from the outset: humanize their personal brand and professionalize their company brand. This way, they can stand out in the social media world.

📊 Personal Brand vs. Corporate Brand Comparison Chart

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👉 Editor's suggestion:

• Startups or freelancers : Build your personal brand first, because people will try your services or products first because they trust you.
• When a company grows to a certain size , it is necessary to strengthen the company brand so that the team does not always need to rely on the founder's personal exposure.