Your Brand's Best Friend...or its Worst Enemy?

It’s a wild time to be watching the world of business and branding, especially if you’ve been following Elon Musk. Tesla’s struggling, and while there are a few reasons for that, a big one is impossible to ignore: Elon himself.

It’s a sharp reminder that these days, a company’s brand and its founder’s personal image are more connected than ever. Sometimes that’s a good thing. Sometimes… not so much.

When You Are the Brand

In small businesses especially, the owner is the brand in the eyes of the public. People don’t just buy what you sell—they buy into you. That’s great when your personal vibe lines up with what your business stands for. But when there’s a disconnect, things can get messy.

Take Musk. He used to be seen as this genius innovator shaking up industries. That swagger helped Tesla punch well above its weight. But now? A lot of people can’t separate the brand from the man—and they’re not loving what they see. Whether it’s his tweets, his politics, or just the way he carries himself lately, Musk’s personal brand is dragging down the Tesla name. And let’s be honest: the product hasn’t changed that much. What’s changed is how people feel about it.

Compare That with Branson and Gates

Now let’s look at Richard Branson. The guy’s been climbing mountains, crossing oceans, and having fun with it all since forever. His personal brand—fun, bold, a bit cheeky—fits perfectly with what Virgin has always stood for. He’s consistent, and it works.

Then there’s Bill Gates. After Microsoft, he pivoted into global health and climate change with his foundation. His personal brand became thoughtful, serious, and focused on the long game. You might not agree with everything he says, but you can’t say he’s not walking his talk.

Both of these guys have managed to grow with their businesses—and keep their personal brands in check along the way.

A Little Facebook Rant Can Undo a Lot of Work

And here’s the part where I nudge small business owners: be careful what you post on your “personal” accounts. If your business is all about professionalism, inclusivity, or innovation, but your Facebook feed is full of rants, memes, and arguments… that disconnect is costing you. People will judge your business by what they see online—even if you think it’s “just your personal opinion.”

You can spend thousands on logo design, websites, and polished messaging, but if your name’s attached and your personal brand says something else entirely? Game over.

So What’s the Point Here?

The point is this: your personal brand isn’t optional anymore. You don’t need to be a celebrity CEO, but you do need to be mindful. People notice. And people remember.

You don’t have to fake it, either. Just make sure that who you are—and how you show up publicly—matches what you want your business to stand for.

Because when your personal brand and business brand are on the same page, you’re not just more likeable… you’re more trusted.

And in business, trust is everything.