This morning I had coffee with a personal branding consultant. I've known the guy for about a year, but I didn't understand what he did for a living, I thought he was some kind of lawyer. Some of his comments were quite interesting. For example, he believes that he can increase the profitability of tradesmen like plumbers and electrricians by the use of personal branding. This is an alternative to the more conventional company branding. He believes that clients may prefer to deal with a respected knowledgeable craftsman, rather than risking the hiring of a company apprentice at a higher price. I have some empathy with this idea. So how is this relevant to the domain name industry? Obviously if one is looking for a registrar, one prefers an organisation with several competent employees. How about buying a domain name, or seeking advice about a name purchase though? There are many respected individuals who are active on Name Pros, and it may be that other domainers,and even end users, would prefer to deal with the individual to obtain informed and valuable advice. In view of this, would it be better for domain dealing individuals to brand themselves, rather than attempting to create a pseudo-corporation?