If you’ve landed on this post, chances are you’ve been going back and forth on one BIG question: “Should I build my business under my own name, or should I create a separate brand identity?” Maybe you’re just starting out and want to get this right from day one. Or maybe you’re feeling boxed in by the choice you made early on and wondering if it’s time for a change. Either way, you’re in the right place.

Like so many things in online business, there’s no one-size-fits-all answer. But don’t worry—I’m breaking it all down so you can make the best choice for YOU and your business.

Personal Branding vs. Non-Personal Branding—What’s the Difference?

If you’ve been hanging out in the online business space for more than a minute, you’ve probably heard everyone and their biz bestie say you need a personal brand. But what does that actually mean?

Personal Branding: You Are the Business

A personal brand is exactly what it sounds like—you are the face of your business. Even if you don’t use your actual name as the brand, YOU are still the reason people buy. Your expertise, personality, and presence are what drive the business forward. Think of it like this: if your audience follows YOU more than they follow any specific product or offer, you’ve got a personal brand.

Non-Personal Branding: The Business Stands on Its Own

On the flip side, a non-personal brand is one where the business isn’t directly tied to you. It has its own identity, and while you might be the driving force behind it, customers are engaging with the brand rather than you as an individual. This is common for agencies, product-based businesses, or businesses that you want to scale beyond yourself.

So which one is right for you? Well, let’s dig a little deeper.

Why Personal Branding Works So Well for Online Businesses

Over the past decade of working with online entrepreneurs, I’ve noticed one major thing: most online businesses evolve FAST. Offers change, programs get updated, new products roll out, and services shift. And guess what? A personal brand makes it easier to pivot without confusing your audience.

Here’s why:

• People connect with people. A personal brand lets you build deeper trust and relationships with your audience, which makes selling easier (and more fun!).
• It keeps your brand flexible. Instead of building your business around one specific product or offer, you’re building it around you—which means you can shift and evolve without starting from scratch.
• It ties everything together. If you’ve got multiple products, services, or programs, personal branding makes it all feel cohesive under one main identity—YOU.

But here’s the thing: if you want the best of both worlds—strong personal branding and a structure that keeps things streamlined—there’s a strategy I love. Enter: the Umbrella Brand.

The Umbrella Brand: Your Personal Brand’s Secret Weapon

Think of an Umbrella Brand as the top-level identity that everything in your business falls under. Instead of a bunch of disconnected offers, it’s all part of a bigger journey that makes sense to your audience and makes running your business a whole lot simpler.

Why I love the Umbrella Brand approach:

• It simplifies your brand visuals. No need to reinvent the wheel with every new offer. Your branding stays consistent, which makes it recognizable and easy to scale.
• It makes running your business easier. Whether you’re a solopreneur or working with a team, a unified brand keeps everything aligned and easy to manage.
• It’s incredibly flexible. Want to launch something new? No problem. With an Umbrella Brand, you can introduce fresh ideas without a full rebrand every time.

And here’s the best part: you don’t have to be a personal brand to use an Umbrella Brand. It works whether your business is built around you or you want it to stand on its own.

So… How Do You Decide Which Branding Approach is Right for You?

If you’re still torn between personal branding and a separate business identity, here are a few key questions to ask yourself:

• How central are YOU to your business? If your audience is buying because of you—your story, expertise, or personality—personal branding might be the way to go.
• Do you ever see yourself stepping back? If you want to eventually remove yourself from the brand or sell the business, a non-personal brand might be a better long-term choice.
• Who is your target audience? If you work with solopreneurs and small business owners, a personal brand can help you build stronger connections. If you’re targeting larger companies, a separate brand might be more credible.
• How often do you change things up? If you’re constantly evolving your offers, a personal brand under an Umbrella Brand structure can give you the flexibility you need.

Final Thoughts…

At the end of the day, there’s no “right” or “wrong” answer. But for most online business owners—coaches, course creators, and service providers—a personal brand with an Umbrella Brand strategy is the perfect mix of flexibility and connection.

The most important thing? Don’t overthink it! The best brands evolve over time, and you can always refine your approach as you grow. So make a decision, move forward, and build a business that feels aligned and sustainable for the long haul.

Now tell me—are you team Personal Brand, Non-Personal Brand, or somewhere in between? Drop a comment and let’s chat!