The success of small- and medium-sized technology consulting businesses is heavily dependent on how the front-line consultants are perceived by potential clients. This personal/professional branding relies on communicating several key factors such as Expertise, Ethics, Effectiveness, and Efficiency. In this presentation, my goal is to move your personal brand, as well as your organizational brand, to where it needs to be to not only attract the right clientele or employers, venture capitalists, etc., but also to allow you to command the type and amount of compensation that will allow you to meet your various goals. We’ll discuss the What, the Why, and the all-important How to make sure that the right people understand your expertise in the right way.