There’s a point in every business owner’s journey when the lines between who you are and what you do start to blur. And if you’re a business owner yourself, you’ve probably wrestled with this question at some point:
It’s one of the biggest challenges in entrepreneurship, especially in property management. For many of us, our businesses are us. They carry our values, our work ethic, our personality, even our tone of voice. When someone hires your company, they’re often hiring you.
That level of connection is powerful—but it can also make it difficult to create a healthy separation between the business you’re building and the person you’re becoming. And that’s where the concept of dual branding comes in: developing both your personal brand and your company brand in harmony, so each strengthens the other.
Early on, most founders naturally focus on one thing: the company. You’re trying to prove the model works, get clients, and establish credibility. Your time, energy, and identity are all wrapped up in making the business succeed. But as your company grows, you start to realize that your brand—and your life—need more space to breathe.
Your personal brand is the story that connects people to you. It’s what gives your company heart and humanity. People don’t connect with logos—they connect with people. Your personal brand reflects your “why,” the values you lead with, and the lens through which you see the world.
Your company brand, on the other hand, is your promise. It’s how people experience your service, your systems, your culture. It’s what allows the business to scale and deliver consistently, even when you’re not in the room.
When those two brands—personal and company—start to align, something really special happens. Your personal brand fuels your company’s mission, and your company amplifies your personal values. Together, they build both trust and legacy.
If you’re in the process of figuring out what that looks like for you, here are a few things to consider:
You don’t need to have a brand strategy or a style guide to begin. Just start showing up as yourself. Talk about what matters to you, share what you’re learning, and let people see the person behind the business.
As you grow, so will your brand. Allow it to change naturally rather than trying to force a direction that doesn’t align with who you are. Authentic brands are built through steady consistency, not perfection.
Be intentional about both. Your company brand builds trust in what you do; your personal brand builds belief in why you do it. Together, they create the kind of alignment that turns work into purpose.
For me, that realization really came to life in 2024. I was drained—mentally, emotionally, and creatively. I had poured so much of myself into my business that I couldn’t see where it ended and I began. I missed having something that was just mine—a creative outlet that wasn’t tied to systems, metrics, or meetings.
Writing has always been that outlet. As a kid, I filled journals cover to cover, finding comfort in words when the world around me felt uncertain. Growing up with little means and an unstable home, books and journals became my refuge. Writing gave me a voice long before I had one publicly. I’d pour my thoughts onto paper and later reread them, quietly realizing how much I had grown. It was how I processed life.
In 2019, I created a blog, but it mostly sat untouched. I didn’t feel like I had anything worth saying—or at least not anything people would want to read. So I kept my words to myself, waiting for the right time to share. It wasn’t until 2024, when I finally decided to step outside my comfort zone and tell my story, that something unlocked.
I realized that what I truly love isn’t just business—it’s storytelling. I’ve been writing my story since I was young; I just didn’t realize it would one day become such an important part of my professional identity.
Now, I channel that same creative energy into something that exists alongside my company rather than inside it. My business still reflects me—it always will—but I’ve started giving it room to grow on its own, without my hands on every detail.
If you look at my company’s brand, it’s playful yet professional—intentionally designed to stand apart. It’s authentically me, yet it’s also developed a life of its own. Every word, every design choice, still traces back to the vision that inspired it.
My personal brand, on the other hand, is more about connection. It’s where I share stories and reflections meant to encourage and inspire. I’ve woven in my love of coffee and my background in psychology to explore what I’ve learned in business—not as an influencer or consultant, but as a fellow property manager navigating the same challenges as everyone else.
And that’s the beauty of building both a personal and company brand: you don’t have to choose between them. They can exist side by side—complementing, not competing. One tells the story of who you are. The other carries forward the legacy of what you’ve built.
If you’re still figuring out how to separate yourself from your business, you’re in good company. Every founder feels that pull at some point. Give yourself the grace to grow through it—the balance will come.
Brandy Landon
Broker/Owner
All things property management in the news these past two weeks:
AppFolio and Second Nature are teaming up for a webinar on the power of effective resident onboarding. Join us on November 20 to hear from Thomas Perfect, owner of Uplift Property Management, and Brad Randall, owner of Welch Randall Real Estate and Property Management.
Melissa Gillispie's latest post on the blog discusses why her company gives a dedicated resident gifting budget to each property manager on the team.
Another guest post, Adam Willis wrote about Nestwell's home buying assistance program and the results it's driven.
Curious about Resident Benefit Packages? Join us for our RBP Workshop on November 18, where you'll hear directly from RBP customers about their experiences implementing the program.
Want to learn from other property managers, share your own expertise, and discuss big topics in the industry? Join the Triple Win Property Managers Facebook group.
Until next time,
💜 The Second Nature team