What is the difference between dual branding and co-branding?

Dual branding is internal—it combines the company brand with the leader’s personal brand. Co-branding, on the other hand, is external—it involves collaboration between two separate companies on a product, campaign, or partnership.

What is the meaning of dual branding strategy?

A dual branding strategy means intentionally aligning a company’s brand with the personal brand of its CEO, founder, or leadership team. This creates a stronger ecosystem where both brands amplify each other, increasing credibility, visibility, and market impact.

What are examples of dual branding?

Examples of dual branding include Elon Musk with Tesla and SpaceX, Richard Branson with Virgin, and Whitney Wolfe Herd with Bumble. In each case, the leader’s personal brand reinforces and accelerates the visibility of the corporate brand.

What is dual branding? Probably the very best strategy to give your business a unique edge

Q: Who benefits from dual branding?

Dual branding is valuable for CEOs, founders, and professional service leaders who want to humanize their business and build trust faster. It also benefits influencers and creators who balance their personal visibility with the businesses they build.

Manelik Sfez
Jan 23, 2023
3 min read

Updated: Aug 25

Dual branding is the practice of building and managing two brands in parallel: the corporate brand of the company, and the personal brand of its leader (or leaders).

The corporate brand communicates the business’s identity, promise, and positioning.
The personal brand conveys the vision, credibility, and voice of the individual behind it.

When aligned, the two reinforce each other, creating a level of trust and recognition that a standalone brand cannot achieve.

Open book with an inspirational quote by Ayrton Senna | Ultrabrand

Dual branding vs. co-branding

Dual branding is often confused with co-branding. They are not the same.

Co-branding happens when two separate companies collaborate on a product or campaign (Nike x Apple for the iPod + Nike Run, for example).
Dual branding is internal. It’s about strengthening both the company brand and the CEO/leader’s brand at the same time.

Think of it as two identities inside one ecosystem, amplifying the same business from different angles.

Why dual branding works

Most markets are saturated with lookalike corporate brands. Services sound alike. “Differentiation” often ends up formulaic.

What cannot be copied so easily is the credibility and reputation of the leader. When a CEO or founder builds a visible personal brand—through publishing, speaking, interviews, or consistent thought leadership—it creates spillover trust for the company brand.

The effect is measurable:

Faster trust-building with prospects, investors, and stakeholders.
Higher visibility in digital channels (algorithms amplify individuals more than companies).
Sharper positioning: a leader’s convictions make the company’s positioning more distinctive.
Resilience: a personal brand carries value even if the company pivots.

Examples of dual branding in practice

Elon Musk & Tesla/SpaceX: His personal visibility amplifies and sometimes overshadows the companies themselves.
Richard Branson & Virgin: The Virgin brand is inseparable from Branson’s persona.
Whitney Wolfe Herd & Bumble: Her leadership story differentiates Bumble in a crowded app market.

Each example shows how a leader’s personal credibility accelerates trust and visibility for the corporate brand.

How to build a dual branding strategy

Dual branding requires structure, not just more posts on LinkedIn.

Align: Define how the leader’s personal values and story connect with the company’s positioning.
Be consistent: Tone, messaging, and visuals should reinforce each other across both brands.
Distribute smartly: Use the leader’s channels (social, speaking, media) and the company’s platforms (website, campaigns) in complementary ways.
Create a feedback loop: Insights from the leader’s visibility inform company strategy, while company updates fuel the leader’s personal storytelling.

This ensures both brands evolve together, not in conflict.

Product conference with the CEO on stage | Ultrabrand

Who benefits from dual branding?

CEOs and founders who want to humanize their business.
Professional service firms (law, consulting, finance) where trust in leadership equals client acquisition.
Influencers and creators who balance personal visibility with business ventures.

Why you should start now

Decision-making today is influenced as much by people as by companies. Prospects check both your website and your LinkedIn. Investors care about traction and leadership credibility. The sooner both brands are built in sync, the faster they generate compound value.

"Dual branding is not about ego. It’s about aligning the corporate brand with the leader’s brand to create an authentic, resilient, and scalable advantage." — Manelik Sfez

About the author

Manelik Sfez, founder of the Swiss brand consultancy Ultrabrand, brings 25 years of international business, marketing, and brand strategy experience to the table. He has worked with some of the world’s most iconic brands throughout his career. From luxury goods to global retail, financial services and technological and industry giants, he has guided companies through brand-led transformations that have enabled significant business growth.