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What are you known for? When your name comes up in conversation, someone says “Oh, yeah, she’s the person who…” what? If the class-clown among your co-workers did a comedic impression of you, would they have easy material to pull from… a favorite habit of yours, or something you often say? When your boss or your friend or your spouse brags about you, what do they start with? That’s your “brand” in the marketplace.

You’re in business for yourself, whether or not you own a company. These days, we’re all competing in the marketplace for work, for time, for ideas, for energy, even for attention… it’s just an economic and social fact of life. There are two types of us out there, and inside each of us: the Entrepreneur, who takes risks, creates, makes things happen, and takes care of herself; and the Victim, who plays it safe, criticizes, sees things as happening to him, and needs to be taken care of. A Victim would disagree with the notion that he’s in business for himself (and would probably criticize the expression). An Entrepreneur knows it’s true, and works to make the business ROAR. She has an inspiring, recognizable “brand.”

Imagine a supermarket grocery shopper, scanning the shelf for cereal or detergent. Which box does he reach for? Now, imagine that everyone in your sphere of influence is a shopper in the supermarket of leadership, of influence, of advice, of ideas. What makes them reach for you? Whether it’s your boss, a person who reports to you, a colleague, a personal friend, or even one of your kids at home (especially if they’re teenagers), they’ll make their “buying decision” based on how they assess your brand. If they’ve tried it before and it “worked,” that’s helpful… but in these times of low loyalty and short attention spans, it might not be enough to have them reach for you again, or as much or often as you’d like. Successful leaders work on their personal brand to make sure it’s consistent, inspiring, and recognizable.

Don’t try to re-invent yourself, though. You can add skills and attributes, but don’t try to be a “brand” that really isn’t you. Sometimes one quick interaction is all a person has to experience your brand – make sure its essence is natural to you so you’re behaving and speaking consistently, and “living” your brand. And it should go without saying: make sure your brand is positive, inspiring, and uplifiting. Victims have brands, too, but they don’t sell very well to the best among us. Victims can generally only sell their brand of griping and back-biting to other victims… and that’s definitely not your target market.

Speaking of victims and uninspiring brands, understand that a brand is defined as much by what it doesn’t include as by what it does. A fast-food joint doesn’t have tablecloths and candles… it’s not their brand. That doesn’t mean they don’t do very well – they just match their brand to what their targeted customers want. So think about what your brand doesn’t include – and start with the things you don’t find inspiring. You might adopt a firm rule for yourself: “I’m never going to let anyone catch me saying something bad about anyone behind their back… ever” or “I will never bash the competition” or “I’ll never take my tie off until I’m home, so I can represent myself well at all times in public.” Whatever fits you. But making specific, intentional exclusions from your personal brand is an excellent way to make it more consistent and recognizable.

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