Why Personal Brand Still Drives the Corporate Brand

Tesla is planning to bring their self-driving software to Europe to turn things around following their biggest sales slump in over a decade according to the BBC.

It sounds like a smart move: make cars cheaper, sell more of them, and keep investors happy. However, the real issue isn’t just rising competition from China, fading tax credits, or even Musk’s political leanings.

It’s really about the alienation of Tesla buyers from the brand. 

Owning a Tesla was never just about driving an electric car. For early adopters, it was about being part of something bigger: a clean energy revolution, cutting-edge technology, and a company that seemed to stand for the future. It felt progressive, even hopeful.

These days, that narrative doesn’t resonate quite the same way. Many long-time Tesla owners who once proudly showcased their cars and admired Musk as a visionary are now quietly moving away from Tesla. Across forums and social media, former fans are making comments like “I’m giving up my Tesla because of Elon Musk.”

So, it isn’t because the cars have lost their appeal. People just no longer want to be seen as endorsing Musk.

As a result, even in places where Teslas used to fly off the lot, like California, Germany and Norway, sales are slipping while other electric cars are selling just fine.

In the end, Tesla is just an extreme example of how founders are the face of their business. Their words and actions shape how people feel about the product. And if that personal brand changes so that it clashes with the values of loyal customers, the brand will suffer.

Elon Musk’s identity is so closely tied to Tesla that now that he no longer reflects the values of the customers they are turning away from the product.

Cheaper prices are unlikely to fix Tesla’s problems.

So, it’s worth bearing in mind if you’re the founder of a business, that your personal brand matters even more than the company’s brand to the fortunes of your business. People want to know the individuals behind the business.

Given that your personal brand will shape the fortunes of your business, it’s important it remains consistent over time as the business grows and remains aligned to the values of the business brand.