#14 Personal Branding – The Big Bad Wolf for IP Experts

I have met very few IP Experts that would be thrilled to hear the word “personal branding”. I think one of the reasons for that is that no one seems to have a clear definition for the term.

I think business management professional Tom Peters described personal branding in an excellent way in the 1990s.
“We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.”
What Peters is basically saying that everyone has a personal brand and that we all compete just like any other brand in the commercial world.
We are constantly competing for clients, job openings, pay raises and promotions. With personal brand we try to distinguish ourselves in the marketplace of professionals and try promote our desirable professional qualities and accomplishments.
The purpose of your personal brand is to emotionally predispose your client prospect into doing business with you. Your personal brand also keeps your client coming back to you if they are satisfied with your IP service. Your personal brand is the promise to your supervisor that your pay raise will be worth it.
Think of your barber or hairdresser for example. What made you go to that particular professional in the first place? And, what keeps you going back to that barber or hairdresser instead of someone else? It is the personal brand, the promise that you will receive similar satisfactory service every time you go to their place.
From the point of view of your IP client and prospect, the same thing happens. What kind of attributes does your personal brand communicate to the marketplace?

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