Editorial & Advertiser disclosure

Global Banking & Finance Review® is an online platform offering news, analysis, and opinion on the latest trends, developments, and innovations in the banking and finance industry worldwide. The platform covers a diverse range of topics, including banking, insurance, investment, wealth management, fintech, and regulatory issues. The website publishes news, press releases, opinion and advertorials on various financial organizations, products and services which are commissioned from various Companies, Organizations, PR agencies, Bloggers etc. These commissioned articles are commercial in nature. This is not to be considered as financial advice and should be considered only for information purposes. It does not reflect the views or opinion of our website and is not to be considered an endorsement or a recommendation. We cannot guarantee the accuracy or applicability of any information provided with respect to your individual or personal circumstances. Please seek Professional advice from a qualified professional before making any financial decisions. We link to various third-party websites, affiliate sales networks, and to our advertising partners websites. When you view or click on certain links available on our articles, our partners may compensate us for displaying the content to you or make a purchase or fill a form. This will not incur any additional charges to you. To make things simpler for you to identity or distinguish advertised or sponsored articles or links, you may consider all articles or links hosted on our site as a commercial article placement. We will not be responsible for any loss you may suffer as a result of any omission or inaccuracy on the website.

Home > Business > Bridging the gap between personal and business branding

Bridging the gap between personal and business branding

Published by Gbaf News

Posted on January 24, 2020

3 min read

Last updated: January 21, 2026

Bridging the gap between personal and business branding

By Petra Smith,Founder and Managing Director of marketing consultancy Squirrels & Bears

Over a third of UK employees feel disconnected from their company’s brand and lack skills and resources to be brand advocates, according to a survey conducted by marketing consultancy Squirrels&Bears.

The missing link between brands and employees

Employees are the face of a company and know more about the business than anyone else. Their inside knowledge and connection to the business makes them a powerful brand advocate. However, businesses often focus their resources primarily on their external marketing communication and missing out on their closest brand advocates – their own people.

According to the survey results, over one third of employees don’t feel they are regularly updated about their organisation’s products and services and lack the right tools and skills to act as brand advocates on behalf of their employer.

On the other hand, 87 percent of respondents stated that they talk regularly about their employer’s brand outside of work. These informal conversations could lead to greater brand awareness and new business opportunities, if businesses encourage and equip their employees with the right knowledge and resources.

Employee brand advocates can organically increase brand visibility and demonstrate the value of products and services; however, they need to feel confident when talking about their organisation. The lack of alignment between employees and the brand can create inconsistency which can lead to missed opportunities and in some cases reputational damage.

Untapped social media networks

According to the survey,22 percent of employees don’t follow or share their employer’s social media updates and 28 percent only do so occasionally. Employees collectively have social networks of ten times larger than a single corporate brand and content shared by employees also sees a click-through rate double that of their company, because they are seen as more authentic and people are more likely to trust recommendations they see from their own networks.

Although 96 percent of employers stated that they see great value in their employees’ individual networks, they are not addressing the gap on a business-wide level and missing out on 400 plus connections their individual employees would have on average. By providing relevant social media training and connecting employees to the brand, companies can bridge the gap between personal and business branding and tap into employees’ social media networks, opening up new business opportunities and increasing employee engagement.

Whilst social media has the ability to create a positive brand image and reach new audiences, it can also have a negative impact on the brand, if not managed properly. According to the survey findings, large businesses are more risk aware, however over two thirds of SMEs don’t have a social media policy in place. A lack of social media policy can lead to data breach if confidential business or client information is shared publicly, as well as reputational damage resulting in financial losses, and therefore should be an essential part of company policy, even for businesses who are not actively using social media.

Branding is not an isolated aspect of sales and marketing. It is part of the overall business strategy and essential for business success. Organisations who empower and equip their people with the right skills and knowledge to be brand advocates can create a competitive advantage, drive growth and create a culture where everyone can contribute to the company’s success.