There is No “I” in Brand

Dear House Rules,

I understand presenting a clear brand identity for my business is important, but do I personally have to be part of that? My company culture and mission is not reflective of my personal life; it is strictly business. I value my privacy and do not want to use my name to promote my company? How can I keep my personal and business personas separate?


All Business


Dear All Business,

Depending on the size of your company, access to the CEO is variable and depends on the strength of the corporate structure and culture. For a firm that has taken on a persona whole and separate from that of its founder, look for these facets.

Qualities of an Independent Business Brand

1. Published Vision, Mission, and Core Values

2. Formal Human Resources Department

3. Employee Training Program

4. CEO Works on the Business and not In the Business

Not every CEO is the heart and soul of a business. Many entrepreneurs start multiple businesses by lending their expertise in funding and launch. Running a business is better left to managers and leaders with administrative talent and experience. It is understandable that a founder gravitate to a chairperson’s type role once the company is up and running. In that case, we agree, that your company brand can stand alone without a connection to you. To sort out the delicate balance between too much and not enough branding, work with a professional design firm.

About Xavier Creative House

Founded in 2013, Xavier Creative House (XCH) is an award-winning healthcare creative agency specializing in pharmaceutical, biotech, and medical device. XCH’s global team of brand builders and healthcare marketers, tech-savvy go-getters, and innovative dream-vetters are passionate about the big idea that changes behavior in the healthcare marketplace. They believe life is about connections and that healthcare is about life. That is why XCH delivers bold and evocative creative solutions, amplified by meaningful technology, to energize brands and authentically connect with patients and HCPs.

Where Healthcare Brands Live®

For more information, contact

Sunny White
Founder & CEO of Xavier Creative House