Discussing personal IP and corporate IP

What is the difference between personal IP and corporate IP? How to develop personal IP? Follow this article to understand the differences between personal IP and corporate IP, develop your own personal IP, and achieve results. Recommended for friends who want to develop personal IP.

Let me tell you an example of how I “quietly” built my personal IP in a company and got some results.

When a friend of mine was the head of strategy for a brand, he started using another alias "Qiaoqiao" to create a public account, and then blocked his colleagues in groups.

After all, if you write accounts while working, your colleagues will be jealous, or your boss will worry about your multitasking. Also, because you are doing something that "really belongs to you", when you encounter bad things in the company, you will have a good attitude because you have your own plan B.

Eventually, he became famous and left the company. In fact, in the workplace, the best way is to play the pig and eat the tiger, not the other way around.

1. Creating a personal IP is to find certainty

When you are working, the ceiling of the company is your own ceiling. In the workplace, everyone will encounter their own bottlenecks, but some people will encounter bottlenecks at the age of 35, some at the age of 40 or even 45.

But we know that no one can be an evergreen tree, it is just a matter of time. So we need to find leverage and accumulate our own assets, which are bound to ourselves and can be taken away at any time.

There are corporate brand assets and personal brand assets. We need to prepare our own trump cards. Flying close to the ground is too risky.

2. Personal IP is a certain factor for oneself, but an uncertain factor for the company

Capital has always favored certainty, and so have enterprises.

For most bosses, they do not approve of you creating a personal IP. You can appropriately show up from the company's perspective, but they do not want you to take up the company's resources for yourself.

First of all, personal IP and corporate IP are two different concepts.

Personal IP is not completely equivalent to corporate IP. We can tell the "ownership" by looking at its prefix. But you may say that I am doing it in the name of the company, and there will be a situation of split influence here.

If the influence of an individual IP is too big, it will overshadow the enterprise itself. If it is too small, it will not be considered an IP. If this influence does not flow effectively to the enterprise, it will not be considered a real corporate IP.

Secondly, personal IP poses a great risk to enterprises.

There are two major risks here. One is the public relations risk. Once personal IP is overwhelmed by traffic, it may go off track in words and deeds, bringing negative impact to the company.

The second is the risk of asset transfer. Once personal IP assets are accumulated, there will inevitably be a risk of "IP asset transfer" when there is personnel mobility.

Finally, only the founder's IP truly belongs to the company.

First of all, in most cases, the founding talents are the ones who are truly tied to the company.

Secondly, founding talents best represent the soul of the company and are the most direct practitioners of the company’s mission/vision/values.

However, the founder's IP cannot grow recklessly, as it may eventually backfire.

The more actions you take, the greater the risk. Companies are like high diving, treading on thin ice, and the same is true for founders' IP. A tree that stands out in the forest will be destroyed by the wind; a person who is superior to others will be criticized by the crowd.

It is important to retire when you have achieved success, but sometimes, when you reach a certain point, it is difficult to grasp this sense of boundary.

3. To build a personal IP, you need to find points, lines and surfaces

The point is to find your focus.

There is brand positioning and personal positioning. If you were to introduce yourself in one sentence, what would you like it to be? If you were to use three keywords, what would you like it to be?

Going back to the origin, you can solve different problems for different people.

The line is to find your baseline.

This line grows out of this point, and based on this point, what are the series of things you can do?

This line enriches this point and is a series of explanations of this point.

The key is to find your influence area.

Based on your points and lines, continue to output to increase your influence. To build a personal IP is to continuously accumulate content. Of course, sustainability is the most difficult, because it is against human nature, and you have to endure the process.

The body is to find your support group.

The influence needs to not only be broad but also deep, become friends with fans and be a sincere person.

Just like writing on a public account, most readers can feel whether you are sincere and whether you remain sincere.

Summarize:

Building a personal IP is a long process. When it comes to brands, we emphasize long-termism, and the same is true for individuals.

When the tide goes out, you can tell who is swimming naked.

Author: Zang Feng

Source: WeChat official account: "Strategist Cangfeng (ID: clrcf2020)"