This is a bit tricky question. My answer is both. However you should aim to create a “brand name” for your blog first. If you build a successful “brand name” for your blog, this will also support your personal branding. Also it allows you the flexibility to invite other authors in the long term. This makes your blog a more profitable asset, since it is not tied to your personal brand.

If you still insist that blogging is a one man show, then i suggest you to start thinking out of the box. I believe by being the only writer you are limiting the growth of your blog and also creating a commitment you may not necessarily want forever.

Many of the top blogs are representations of the expertise of the blogger. John Chow and Steve Pavlina are examples of blogs built on the personal brand of the author . I mean the domain name and blog are the name of the author. That doesn’t mean these two authors can’t bring on other writers. This is in general called “guest author” or “guest blogger”.

Copyblogger and Problogger are two blogs built on a foundation of one personality, namely Brian Clark and Darren Rowse, but can function with other writers, although a lot still rests on the writings of the founding author. However, Darren and Brian could slowly introduce new authors and over time, provided content quality remains high, extract themselves from the brand without losing the audience.

I recommend you blog with the idea of promoting your personality and personal brand as much as possible to start with. This will lead to you building a reputation.

In the future when your blog is established and you have a stable income source, as a growth strategy you could bring on more authors, which we will discuss how to do through our Search For Blogging. Your funds may be limited now and your best chance for success is to focus on your own writing. Become a great blogger first and then use your experience to locate more great bloggers to expand your empire.

After you declare your blogging empire, please do me a favor, and do not forget to direct your people to subscribe to my RSS feeds. Good luck!