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The difference between your business brand and your employer brand

23 May 2023 by Vicky Hutchinson

One of the (many) reasons we feel it’s important to develop your brand strategy is that it will help you define and develop a strong culture within your business that not only attracts amazing talent but retains and inspires the team you already have. This feeds into your employer brand.

Something many businesses overlook, but it can have a huge impact on your business, its growth and its longevity.

What’s the difference between your business brand and your employer brand?

  1. A business brand refers to the overall reputation and identity of your company, including your values, mission, products or services, and how you are perceived by your customers. Your business brand is focused on building and maintaining your company’s reputation and establishing a strong connection with your audience.
  2. On the other hand, an employer brand refers to the reputation and identity of your company as an employer. It encompasses how your business is perceived by your employees and potential employees. Your employer brand includes elements such as your company culture, work environment, employee benefits, and opportunities for career development.


While the two concepts are related, they have different goals and target audiences. A strong employer brand can help you attract and retain top talent, while a strong business brand can help you attract and retain customers.

Both are important.

Business Brand V Employer Brand 2 Business Brand V Employer Brand 1

The images are screenshots of a booklet we developed when working with another consultant in the US –  we helped to design the booklet that all staff receives when joining the company. This is an example of a great business that really shows they value its staff and that its values run right through the business. It takes you through the journey of the company, its values, and vision, how they expect their staff to be in the workplace, and also what staff should expect from them. They talk of development, growth, being part of the family, and many many great benefits and days out together – it was such a great read we wanted to work for them! 🙂

We can help get you started by developing a great brand strategy with strong values, and this will help your HR team to look at how your current culture fits with your vision, values and how you want your company culture to be. If you don’t have an HR department, you can work with HR consultants to help develop your internal culture, benefits, and reputation.

Companies such as the fantastic Realise HR can work with small or larger businesses to review, advise and elevate your company’s culture, HR procedures, and employee branding, along with being your HR advisor on a monthly package basis. If you’d like to get in touch and find out how Realise can help you, please email hello@realisehr.co.uk or visit here.

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