10 Ways to Embed Your Brand in the Minds of Decision Makers

Updated: Mar 3


All decision makers want to hire experts and while it’s relatively easy to become an expert, it does require time (the experience variable). So, now’s as good a time as any to start the process. Your career development strategy should embrace the idea of becoming an expert with a recognizable brand.

Briefly, here are 10 things you can do to build that associative model in the minds of decision makers (linking your expertise/brand with the decision maker’s awareness of it – and your name):

1. Write articles for peer-reviewed journals

Nothing says “expert” better than being published in a respected journal in your profession. I’ll say it again: if you’re a professional with at least seven years experience and you haven’t been published in a journal in your profession, you are doing your brand a disservice and hampering your journey to becoming an expert.

2. Give presentations/workshops at meetings and conferences

If you’ve had an abstract accepted for a conference, you get double points because you’ll be presenting to an audience of your peers and your paper will likely be published in the Proceedings.

3. Use professional networks and media (LinkedIn, YouTube specifically) to expand your circle of influence in your industry

Post often and regularly. Stick to your domain of expertise. I made the mistake early on of only posting on occasion to LinkedIn. Wish I had a do-over for that as it's better than trying to make up for lost time.

4. Write a book on an issue, problem, or areas of opportunity in your profession/field

With low-cost publishing through the publishing arm of Amazon.com and Lightning Source, your books can be available in weeks. Smashwords lets you publish in all the popular ebook formats from one source file in a matter of hours once you have the basic formatting done.

5. Teach a class at a community college or university

I taught “Fundamentals of Petroleum Exploration and Production” as a part-time adjunct faculty lecturer for several semesters at the University of Houston Downtown College. Having “Adjunct Faculty, Department of Natural Sciences and Mathematics, University of Houston Downtown College” on my résumé was a nice touch. I initially took the part-time teaching job just for the résumé polish, but quickly reconnected with my love for teaching.

6. Create an attention-getting blog name/catch phrase

My catch phrase or tag line has evolved with my business. Today, it's "Excelerating Leadership Performance. Elevating Executive Influence." The template is simple: What do you do, who do you do it for, what's the value in what you do.

7. Create a unique sign-off statement for blog entries

I’ve been market testing a blog sign-off statement with some in my target audience, and you’ll soon see it at the end of my blog posts.

8. Write a brief bio that promotes your brand rather than typical obituary format

If you have a great professional summary on your résumé, that can serve as the seed for building a strong branded bio.

9. Assign quantitative value to your accomplishments wherever possible.

Always try to ferret out financial numbers for any project you worked on that turned out to be a notable achievement. Decision makers like numbers, such as revenues generated, costs avoided, percent improvement, etc. Highlight those numbers in boldface type on your résumé to draw the decision maker's eye when they scan it. Quantified accomplishments always put your name at the top of the short list.

10. Join an association or organization in your field or profession and get active in the local chapter.

Volunteer for the board, edit the newsletter, manage the job bank. I volunteered to be a parliamentarian for my local homeowners association when I saw that every HOA meeting ran well over the time allotted and didn’t get halfway through the agenda (when there was one). I had a lot of on-the-job experience running tight meetings (and a reputation for results and follow through). Homeowners appreciated meetings starting and ending on time, following an agenda, and keeping the discussions “open to the floor” from going into the weeds.


Does your organization need a higher level of leadership influence and persuasion? The secret is not in what your leaders say, but in what others hear, and if you confuse, you lose. Let's have a conversation to see how we can work together to build leadership presence in your organization.

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