The Hype Around Personal and Business IP:Do You Really Need It?

A few weeks ago, a friend of mine—let’s call him Jake—called me up, excited and overwhelmed. “I need to build my Personal IP,” he said. “Everyone’s talking about it. If I don’t, I’ll be left behind!”

Jake genuinely knows his stuff. But after scrolling through LinkedIn and seeing post after post about the importance of "owning your Personal IP," he felt like he was missing out. The pressure was real.

“Hold on,” I said. “What does ‘Personal IP’ even mean to you?” Silence.

That’s when it hit him. He was chasing a term without truly understanding what it was—or if he even needed it. Sound familiar?

What Is Personal IP?

At its core, Personal IP (Intellectual Property) is just a fancier way of saying "personal brand." It refers to the unique identity, expertise, and influence a person builds around themselves. This includes your knowledge, experience, content, and even personality—packaged in a way that makes you an asset in your industry.

Why Is Everyone Talking About It?

• People trust people more than companies. Social media has amplified the power of personal brands, making individual voices more influential than corporate messages.

• It creates authority. If you become a go-to expert in your field, doors open for speaking engagements, consulting opportunities, and partnerships.

• Monetization potential. Many people package their expertise into courses, books, or exclusive content to generate revenue.

Reality Check:

While having a strong personal brand is valuable, not everyone needs to be a thought leader. Some professionals achieve more by simply doing great work rather than obsessing over their “IP.”

What Is Business IP?

Let’s go back to Jake. After we tackled Personal IP, he asked, “Okay, but what about Business IP? Should I be building that too?”

Traditionally, Business IP refers to intellectual property like patents, trademarks, copyrights, and trade secrets. But in today’s marketing world, it’s often used to describe a company’s unique identity, positioning, and brand influence.

Why Are Businesses Chasing It?

• Defensibility. True IP—like patented products or proprietary systems—creates a competitive advantage that’s hard to replicate.

• Brand equity. A well-established business IP increases brand value and allows companies to charge premium prices.

• Investor appeal. Businesses with strong, recognizable IP are more attractive to investors and potential buyers.

Reality Check:

Some companies mistake "branding" for IP. Just having a strong USP (unique selling proposition) doesn’t mean you have defensible intellectual property. Many businesses are simply rebranding marketing strategies as “IP” to sound more exclusive.

Do You Really Need Personal or Business IP?

By the end of our conversation, Jake sighed. “So, what you’re saying is… I don’t actually need to ‘build an IP.’ I just need to keep doing great work and making an impact.”

Exactly.

The rush to create “IP” stems from the desire to be seen as irreplaceable in a world full of competitors. But the truth is:

• Not everything needs to be labeled as IP.

• Personal brands and business brands matter, but their value depends on execution, not just fancy terminology.

• Sometimes, just doing exceptional work and building trust is enough.

So, before you stress about building your “IP,” ask yourself—are you chasing value, or just chasing a buzzword?