Ask any IP expert what they’re good at, and you’ll get answers like: “I’m precise.” “I’m reliable.” “I know how to navigate complex patent landscapes.”

All true, and all important. But here’s the catch: most of your peers could say the same.

In a field where technical depth is a given, your real value doesn’t just come from what you do. It comes from how you do it — and how clearly others can see that difference.

That’s where personal branding starts.

What makes someone choose you?

Whether you’re working in a law firm, managing a portfolio in-house, or advising on IP strategy: your clients, colleagues, and partners are constantly making decisions about who they trust, who they listen to, and who they recommend.

They don’t always pick the one with the most experience.
They pick the one who’s clear. Who feels like the right fit.
The one they remember after the meeting.

If you want to be that person, you need to define — and communicate — what sets you apart. Not in a loud or self-promotional way. But in a way that’s easy to understand and hard to forget.

Three things worth defining:

To build a strong foundation for your personal brand, ask yourself:

  • What’s your true strength — beyond your job title?
    Are you the one who simplifies complexity for clients? The one who spots long-term risks others overlook? The one who gets deals over the line when others get stuck?
  • Who benefits most from your way of working?
    Not every client or company needs the same kind of expert. Maybe you’re perfect for early-stage founders. Or for multinational legal teams. The clearer you are, the easier it is for others to connect the dots.
  • What’s your point of view on the future of your field?
    This isn’t about having a “hot take.” It’s about showing that you think beyond the next filing deadline. That you see patterns, anticipate trends, and help others make better decisions.

You don’t need to publish a manifesto. You just need to be able to articulate the value you bring in your own words.

That clarity is a starting point. Your deeper “why” — the purpose behind your work — matters too. But for most experts I work with, real differentiation begins with how they work. It’s practical. It’s visible. And it’s the fastest way to start showing up more intentionally.

A quiet differentiator

One IP licensing specialist I know worked across multiple industries. On paper, nothing unusual. But when I asked what made her good at her job, she said:

“I help people who don’t like negotiating, negotiate better.”

That was it. And it turned out to be everything.

She started using that sentence in conversations. In LinkedIn posts. Even in her slide decks. Clients noticed. Her network grew. Not because she changed who she was — but because she started telling people, in plain language, what she actually did best.

A final thought

Being different doesn’t mean being dramatic.
It means being recognisable. Clear. Specific.

The experts who stand out are rarely the loudest.
They’re the ones who’ve figured out what makes them valuable — and made it easy for others to see. Most IP experts don’t need to become something new.
They need to find better words for what they already are.

Next time: we’ll look at visibility. Not “personal branding” in the marketing sense — but in the practical sense of being seen by the right people, for the right reasons.

Until then, here’s a question to reflect on:

If someone had to recommend you in one sentence, what would they say?

This is the second article in our regular column on personal branding for IP professionals. In future editions, we’ll explore specific aspects of thought leadership, and authentic visibility designed specifically for the intellectual property community.

About the columnist

Giulia Donato
Branding & Communication Advisor | Executive Coach | Lecturer
people & brand strategies
www.donatostrategies.com