ABSTRACT
This chapter describes the complete process of building and growing a successful personal brand. One of the most enjoyable tasks when it comes to starting a business is choosing a name for the venture. Yet the task is not without risk. Especially in these days of ubiquitous media, names must compete with countless other names for recognition. Artist Morgan Phillips, who goes by "The Sucklord" professionally, advises those looking for brand names to avoid words already in use. According to the US Patent and Trademark Office (USPTO), trademarks "protect brand names used on goods and services". In high-profile fields and professions in which the individual himself represents both the brand and the product, it may make sense for him to rebrand himself entirely, creating an alter ego that is larger than life. These branding campaigns tend to be particularly memorable because their creators, by the very nature of their brand identity, become the stars of their own created universe.
