Nowadays, it is not advisable for business owners to continue to hide behind the logos or the website of their business and brand. You need to understand that every business has its audience(customers) and they are human just like you and so relating with them on a human relationship level would be of great benefit and an advantage for you and your business. The failure to incorporate personal branding into your business/brand would make your prospect feel like that they are doing business with a robot which will end up scaring them away, your prospect needs to feel your presence around the business because this will help them learn how to trust you and even know you. In the online space, people love doing business with people that they know and trust, and the only way that they can know and trust you is through incorporating personal branding as one of your online marketing strategies.