The lines between corporate and personal branding are becoming blurred as companies take a more personal approach, while individuals develop a more polished image of their own, according to one expert.

Corporate branding works to promote a company’s character and identity as a whole. “Corporate branding focuses on conveying a company’s values, creating an identity that builds trust with consumers but often lacks that emotional connection, focusing on services or products,” says George Williams, PR director at creative agency Dark Horses.

“Personal branding is all about an individual’s identity in the form of their values and purpose, building a more direct and personal connection with an audience based on trust and authenticity.”

However, the lines between the two are becoming “blurred” according to Williams with brands such as Lidl, Greggs, and Ben and Jerry’s adopting a more personal approach.

Taylor Swift

And no-one does a personal approach or personal branding quite like Taylor Swift. With an estimated net worth of $1.6 billion (Forbes), Swift has dominated the global music scene.

Her most recent tour – ‘The Era’s Tour’– is currently the highest grossing tour ever, raking in $2,077,618,725 (£1.62bn) in ticket sales (The Guardian).

Raf McDonnell managing partner at social creator agency Supernova says: “Taylor Swift is one of the best examples of how to continuously stay relevant to your audience. She started as a country singer and transitioned into one of the biggest pop stars in the world. She has rebranded herself time and time again, going from country music star to pop singer to folk artist back to pop star.”

Swift in her 2019 documentary Miss Americana said: “Female artists have to reinvent themselves so many more times than male artists, or else you’re out of a job… Live out a narrative that we find interesting enough to entertain us, but not so crazy that it makes us uncomfortable.”

McDonnell adds:  “Some would say that she is not the best singer, or the best dancer, or the best songwriter, and her previous tour was not as successful as some might have hoped, but she has come back and remained relevant to her core audience, building an army of “swifties” who remain loyal to her as she matures and as they do.”

The Swifties remain eager to consume anything Swift puts out. Her most recent album, the Tortured Poets Department, became the first album to reach 1 billion streams on Spotify in a single week, achieving the benchmark in just five days.

McDonnell says: “What Taylor Swift has done so well is built a community rather than a fanbase, and communities are the future when it comes to the next evolution of social.”

Williams highlights: “Fans now expect celebrities to use their voice to influence social change and raise awareness for important causes. Taylor Swift has been a strong advocate for social causes including LGBTQ+ rights which has further enhanced her reputation and broadened her audience.”

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Robbie Williams

Swift isn’t the only celebrity who has successfully branded then rebranded themself over the years. Robbie Williams is another such example. The British music star has suffered many ups and downs over the years but has “created a strong personal brand that has stood the test of time,” says McDonnell.

The star sold over 1.6 million tickets in a single day for his 2005 ‘Close Encounters Tour’, a record later broken by Taylor Swift.

“When Robbie left Take That many people would have expected him to disappear without a trace, given that Gary Barlow was the songwriter, but Robbie created a strong personal brand that has stood the test of time for decades since and has managed to evolve his brand to adapt to his audience, and he backed that up with an incredible product. Kylie Minogue is another example of this,” says McDonnell.

The Beckhams

George Williams highlights David Beckham as a stand-out example of how one can use personal branding to remain successful.

He said: “’Golden Balls’ has successfully transformed from football star to global brand thanks to strategic partnerships with luxury brands as well as his own business ventures. He’s crafted a public image that blends his legacy in football, love of fashion and his charity work to create a brand with widespread appeal”.

Furthermore, spouse Victoria Beckham refreshed her image going from a pop star to a fashion designer and entrepreneur.

He adds: “She’s a great example of someone whose career has evolved into a completely new field, blending her personal style with a dedication to empowering women through fashion, using her platform to promote body positivity and inclusivity.”

“Both Beckhams have built their success on authenticity. By staying true to their values and interests, they have been able to build a brand that feels genuine, lasting, and unique to them.”

It isn’t just celebrities who can drive success through personal branding. McDonnell comments: “In the creator space one of our talents Rob Mayhew has very successfully carved out a strong personal brand with his humorous take on the advertising and marketing industry.”

Successful personal branding can benefit enormously from the ability to adapt and reinvent yourself over and over again.

Williams said: It enables you to stay relevant whilst staying true to your values, so you don’t alienate your core fanbase. It also helps you connect with new audiences and grow your brand further.

He added: “Whilst a personal brand may evolve over time, it’s important to have a consistent core message that you communicate to your audience.”