I quite enjoyed scrolling through this list of 'The 20 Most Obscure Superheroes' to find out that Arm-Fall-Off Boy was actually a 'Legion of Super-Heroes' character. His power was quite literally as described on the tin, he could detach his arm and use it as a weapon - very handy indeed (dreadful pun intended!). 

So why should you care about the most obscure superheroes?

Well, as professional services firms innovate, they look for new ways to add client-value and differentiate themselves from their peers within the market. Whilst you might boast bountifully-knowledgable experts who can outthink competitors offering similar services, unless you are able to demonstrate this expertise (and do so on a regular basis), you could potentially fall into the obscurity trap of becoming the next Arm-Fall-Off Boy. 

If the knowledge within the heads of your experts is part of your competitive advantage, it is important to establish and grow the brands of your individuals, not just the firm. 

The sum of the superhero group The Avengers is only as good as the individual parts (Ironman, Thor, Hulk, etc) coming together. By enabling your experts to build their personal brand, you are empowering the whole team to achieve success - and who knows, maybe even save the world! 

The risk of not doing this is that your clients will instead lean on the knowledge of your competitors - who will then be shaping their conversations and needs.

If you want to help your experts become the go-to trusted advisors in their field, then you must consider how you can develop their personal brand as a leaders in their markets.