You have undoubtedly heard about the idea of branding. But have you truly considered the value of branding yourself?  Our brand, we’re told, is the implicit promise we convey to the world; it is how others perceive and receive us. It’s reputation; it’s resonance; it’s the difference between an open invitation and a closed door.

This notion of branding applies to products, companies, individuals, even cities. Take this simple test: New York, Chicago, L.A. Did you form an instant mental image just from reading those names? Those images and their associations represent each city’s brand, the place’s reputation as you see it, whether intended or not. What about Cincinnati? What image leaps to mind when you read “Cincinnati”? What implicit promise do we make to the world?

What are your most compelling attributes as an individual? What about as a professional? Knowing your own strengths allows you to capitalize on them, just as a brand manager capitalizes on the features and benefits of a product. You have a brand, whether you are marketing it or not. If you are deliberate about shaping and managing your brand, you are more likely to see it succeed.

Clifford A. Bailey