Awapatent is co-operating with the famous adventurer Renata Chlumska who is well known for several accomplishments, such as being the first Swedish woman to climb Mount Everest, and she also went around the US (the lower 48 states) by exclusively using a kayak and a bicycle in a challenge called “Around America Adventure” – quite impressive! Her next goal is to become the first Swedish woman in space, which at the earliest will take place during the fall of 2012.
In a series of seminars for our customers in a number of our different offices, we have had the opportunity to listen to Renata’s adventures and thoughts concerning herself as a brand. Renata is aware of the value in herself as a brand, and also in matters of control in terms of protecting her own name as a trademark, as well as co-operation agreements with her sponsors.
Personal branding is of particular importance for people who provide services, goods and market themselves under their own personal brand. The person behind the brand is also the most essential intellectual asset for this kind of company. However, keep in mind that you are also the leader of your own personal brand and you decide the values of yourself as a company.
Nowadays, companies tend to move in the direction of providing more services than goods (or services connected to physical and intellectual goods) where the people who are providing the services are at the core of the product. In this context it is crucial to strategically and carefully consider how to create incentives for the people who are a part of the brand, and to control their knowledge. This is mutually of essence for the personal brand of the company, and the people who are promoting and exploiting the company. Control and incentives can be created differently depending on the business model, and strategy of the company. Naturally, a strategic use of the personal brand in relation to the business model is also closely linked to the revenues of the company.
Below are some starting points to reflect upon and discuss in terms of personal brand in your company and your own personal brand:
1. Ownership of knowledge and IP. First of all, have you discussed the ownership of knowledge, inventions, IP and know-how, which are created by employees or partners, in your employment and co-operation agreements and whether these assets are transferred to the company, or if it belongs to you as an employee, employer or partner?
2. Relationships and agreements. Secondly, in all relationships, internally and externally, it is crucial to decide upon a legal and business strategy on how to act in relationships with customers, clients, partners and employees, and where the focus of the co-operation, or service shall be. Are you pleased with the co-operation of your relationships today, or do you need to consider up-dating or revising your relationships and agreements?
3. Incentive model. Do you have an existing incentive model for the people who are contributing to the personal brand of your company today, or have you considered to make an evaluation of the incentive model for your company lately?
The personal brand of people in service companies is, and will become increasingly essential. It becomes easier and faster to post what we like and don’t like on Facebook, to post on Twitter what we are currently up to and so forth. Remember that you are in charge as a leader of your own personal brand. Furthermore, you may be an employee of a company where the personal brands are of importance and where issues connected therewith should be addressed to the board as a key issue on the agenda.
Helena Ribbefors, Attorney at Law, Awapatent.
