Should I absolutely use my real name for my personal brand or can I use an alias (my middle name)?

I face the same challenge! I came up with a separate name that still represents my brand but doesn't force users/partners/clients to try and remember my complicated name.

The downside is if you ever decide to sell the company, it's something out of your hands with your name on it. Jimmy Choo doesn't own his own brand anymore, neither does John McAfee of McAfee Antivirus. Simple conclusion - don't brand it to your name if you ever intend to sell the company.

What a great question! You are on the right track. First, lets define Avatar as "An icon or figure representing a particular person." In business application, an avatar is a representation of your ideal client/customer. A business may have multiple avatars representing several target demographics. Some prefer to distill this down to one person as an “avatar.” I recently interviewed super entreprenuer John Lee Dumas of EOfire.com and he has a very clear Avatar he calls "Jimmy" that he uses for business decisions you may want to check out. I hope that you have already gone through the exercise of your UVP, or Unique Value Proposition. If not, may I suggest the worksheet on this page, first: http://bit.ly/1kYTLbf Ok, so once you've clarified the why choose me, then start working on your Avatar, that's the who, or as we marketers like to call them: personas that represent segments from your target market. You have to start somewhere, right? So do. Are you going to first focus locally in your zip code and surrounding area? That can be one piece in helping you visualize your Avatar's lifestyle. Target marketing has to do with breaking your potential global audience into segments, specifically only the potential buyers of our product, service, or cause. As much as we might be tempted, we can’t be all things to all people. We have to commit and put some stakes in the ground. Are you ready to write your personal ad? Who are you looking for? Some of the most basic questions you should ask in forming an idea of Customer Segmentation has to do with what these people want, need, think, and feel. No time is wasted from this exercise because it will ultimately lead you to where and with who they hang out (their tribe.) Why is that our desired end point? Because that virtual or real (coffee shop, tradeshow, website, search engine, twitter feed, health fair, street location, podcast, meetup, traditional media) is where I should be hanging out with my product, service or cause and shouting my UVP from the rooftops as part of the conversation! Taking this thought experiment all the way through will also assist you in the critical understanding of whether the segment is large enough for you to be successful. I like using the Personas app (available on iPad) to put forth a visual representation of my potential target markets, but a white board works too! Literally put in a photo representation of your Avatar with a Name, and start brainstorming out: Think and Feel? See? Hear? Say and Do? Hangs out with/where? For you, offering your B2B services, maybe explore linked in to find where your peeps hang out and get a clearer idea of, let's call her, Samantha. Samantha is a small business owner of a growing service business whose revenues just got in the black. She has two employees and she's looking to hire another. She is struggling with getting her website up and mobile friendly and feels like she needs to be more effective in communicating what she does. She is overworked, in her mid 40s and recently divorced with 2 boys ages 10, 12. She has little time for fluff and needs guidance in creating a system that will help run her business. Can you help Samantha? :-) If you'd like to get more tips that sound like this, I'd be tickled if you let me know if Sell Local. Think Global. speaks to you. It's my first book and I'm feeling very vulnerable putting myself out there! eep! Available now on Amazon: http://bit.ly/olgasbook

Whenever I think of skills, the first one I think of is people skills. I think that is the most important type of skill-set to have. Knowing how to treat and talk to people is beyond important in the workplace. When you know how to talk and treat people, it really doesn't matter what kind of product you are selling. When you make it about the person and not the product, walls fall down. Learning how to read people and get a feel for their personality has really helped too. It's a shame more management teams don't take the time to learn and teach this to their staff. I hope that helps!

I do a lot of business with people on Elance (which is now being merged into Upwork and is going away, so stick with Upwork). The real challenge for US-based workers (which you may or may not be) is the price competitive nature of jobs when competing against an international workforce. There are always going to be great workers in every country and sometimes in certain areas you just can't compete on price. For example, I do a lot of business with great people in the Philippines and their work is excellent, they speak perfect English, and they are very affordable. What I usually tell people who are first getting into the space is to be honest about that in your profile and do some jobs for near-free with private pricing so you can build up your profile with good ratings. There are some disadvantages to this approach, but I find it helps to get some jobs under your belt with employers. One of the keys is going to be differentiation. You have your industry listed but skills, language, specific experience, and other niche items are really going to help here. I'm a consumer of a lot of Upwork contractors so I'm happy to do a call and discuss my experience with you. I work with people all over the world on a regular basis and I've built my business around these assets.