Putting yourself above your business

by Ashvini on May 1, 2013 · 4 comments

in My Personal Thoughts

Companies are like a group of people lead by a person who is often called as CEO of the company. In a small business, the owner often does most of the work, right from a lower level employee to the highest level executive.

In other words, a small business owner is the lifeline of his or her business. Unless one employs thousands of employees, he or she is a small business owner. She thus is the reason that business exists. It is often the case that small business owner would like customer to know her business by  business name rather than her own name.

As noble as it sounds, in my opinion it is not the best strategy. In case of small business, personal relations and credibility are far more important than the business name. Of course building a great brand is necessary but till the time the business reaches such a stage, business owner name sounds more credible.

Customers of small business owners would like to reach out directly to the business owner in case they face any issue rather than waiting on a phone line. They would like to speak to someone important. It is not possible to do this in large business. The personal touch is missing over there.

A small business’s success is completely dependent on how much familiar their customers are with the business owner. It is in the interest of business owner too to put herself above her organization, at least till the time business grows so much that ultimately the brand becomes bigger than the person itself.

Till that time you are above your business.

About The Author


Robin J Emdon May 6, 2013 at 3:47 am

Such a simple point Ashvini. Can’t believe how many people completely miss it!

Well said and succinctly put!



Ashvini Kumar Saxena May 8, 2013 at 2:15 pm

Thanks Robin :)

Adrienne May 2, 2013 at 9:21 pm

Hey Ashvini,

You know with the business I’ve been building online for some reason I still don’t view myself as a small business owner. I don’t know why because when I do my taxes at the end of each year it’s pretty obvious that’s exactly what I am.

I also don’t necessarily have a logo either, I believe that I am my brand so when people see my face online they know what I’m about. For those that don’t I just hope that my big old smile will make them want to stop by and check it out.

It does help with making those connections though. I think that people can relate to people so that’s really benefited me a lot.

As always, great share. You’re so smart! ;-)


Ashvini Kumar Saxena May 8, 2013 at 2:20 pm

Hi Adrienne,

Personal relations have been always important but with social media our relationship has gone to new markets and new geographies.
I dont think you need a logo . You are your own brand and it works very well. And what works is good enough. Maybe one day you will own a company. Even then your personal brand will be a huge asset.

Thank you for the comment and that cool line at the end :)

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