Entrepreneurs are obsessed with buzzwords. From “crowdsourcing” to the “freemium model,” from “lean startup” to “pivoting,” there are certain words that make entrepreneurs’ eyes light up. One of the terms that has attracted the attention of entrepreneurs and professionals alike is “personal branding.” We’ve seen intelligent personal branding gurus, like Dan Schawbel, demonstrate that your personal brand matters, and we’ve come across dozens of personal websites with huge photos of their owners plastered on their home pages. While I think that personal branding is important, I’d like to introduce a new term. Let’s call it a soon-to-be-buzzword: professional branding.