If you think you’ll get ahead, simply by just working hard, think again.

If you have a job, you have a responsibility to do the work, but you simply must be more than that. If you’re looking for a job, you must set yourself apart to be distinctive in the minds of those who can influence your career. Think of it as creating a brand for “You, Inc.”

Consider a strong company brand that’s familiar – like Starbucks, Disney, BMW or Nike. Companies spend billions of dollars creating brands that make them and their products stand out in your mind.

Brands command customers – and, often, more money for their products. As an example, why do consumers pay more for a cup of coffee at Starbucks? Probably because of the experience, the available Wi-Fi, the custom drink made expressly to your order or the friendly environment. Why do people go to DisneyWorld or DisneyLand when there are many other theme parks? Many would say because it’s magical, family-oriented and safe.

So what makes you different? What are you known for? Why would someone choose you rather than someone else that does what you do?

These questions should be top-of-mind for you today in order to secure your future success. As the saying goes, people do business with people they know, they trust and they like.

It’s important to craft yourself into a marketable brand that has all of these attributes. It’s also important to make yourself memorable so your boss – and your clients - will place you top-of-mind or, on their speed dial at the very least.

Ask yourself, “What am I known for?

If you’re not sure of the answer, that’s a problem. Take time now to determine what makes you relevant and credible. Are you showing the passion you have for your role – or are you simply doing a job? Are you branded as a leader or just a hard worker? Remember: Leaders get promotions and opportunities. Hard workers often get more hard work.
Showing your uniqueness means you need to get better at marketing yourself. This means, when you are clear on what you are known for, you will have the self-confidence to tell others, always in a way that is not bragging.

When, for example, was the last time you told a boss about the role you played that made a difference in getting the account, or meeting a deadline? Like most of us, it’s probably been awhile. Is this bragging? No, it’s positioning!

Here are four questions to answer as you begin branding yourself:

1. What is different and unique about me? What makes me stand out from my peers/competitors?

2. Am I using my strengths and showing my core values to always deliver on my promise of value?

3. Am I doing what excites me and keeps me energized vs. just playing a role? Am I doing what I’m are good at and really like to do?

4. Am I spending enough time building my brand with those who can influence my success?

Building your brand in the hearts and minds of those who can make you wildly success is likened to building brand equity. No one can do this but you.

The message is clear - build your brand and you’ll build your success!