Whether they think about it or not, everyone has a brand. Your brand is the collection of qualities you are perceived to possess. In b2b transactions, personal branding is often more important than your product branding. While consumers often use product branding as a shorthand for quality, professionals often spend more time looking at the individual on the other side of a transaction. Additionally, personal branding can help you to end up with the job you want, rather than the one you have. The first step in controlling your brand is the easiest. When someone first meets you or is directed to your LinkedIn profile, what do they see? Go out of your way to update your profile, tailoring it to your ideal audience. Make an effort to appear in a way which will show your competence and promote trust. Additionally, add accessible content which promotes your brand. This can include things like personal recommendations, highlights of successful projects, or news articles featuring you. Secondly, you will need to examine your longer-term relationships. Are you actively sharing relevant and productive information on your LinkedIn profile? Do you deliver value to those who have a professional relationship with you? This can take more time and thought. The key is to consistently put in extra time thinking about how to connect yourself with your desired qualities. One key mistake many people make is they try to brand themselves as something they are not, or by a personality quirk. A good personal brand showcases your real relevant positive qualities. Your customers or partners do not need to know intimate details of your life. Too many professionals make the mistake of trying to be the funny salesman, or the salesman who likes horses. Your professional relationships want someone who can deliver a reliable product on time, not someone who can tell a good joke. Being personable is useful but should not be part of your personal brand in most cases. As you develop your brand, keep your goals in mind. Think about where you want your career to end up, and what it takes to get there. If you become known for possessing the necessary qualities for your dream position, you may find yourself there faster then you expect. Remember, think about how others perceive you. Take the time to cultivate a personal brand! Start small and build from there.