First, the purpose of a personal brand is to position you mindfully in a context that is relevant for your vision, not just differentiate you and go on a lunch break. Differentiation can sometimes be easy, but marrying differentiation and positioning takes a lot of conscious and strategic effort over time.
I leave the house with the computer in my backpack and move to a café, thinking that after all -- despite the difficulties and fears and insecurities -- my life as a 20-something is not too bad. The problem is, things don't usually go the way we hope. And to work in a café, at least for me, means that I can never find the concentration I need to write good enough.
For several years, one of the biggest shifts in the legal job market is the steady demand for specialized expertise. The career potential is high for skilled talent with industry or practice-area specialization. Both employers and clients are looking for efficiencies and value found in subject matter experts.