No one cares about you. No, really, they don’t. They care about the role you play in their lives, and what you represent to them, and when it comes to positioning yourself as a brand, here’s what you need to know.

At the end of the day, we all look out into the world with our own needs and biases at the forefront because we are our own point of reference. When we feel our best and when we don’t. When we interact with others, we unconsciously assess whether they are good or bad for us. We assess whether they will add something beneficial to our lives. If the answer is yes, we invest our time, and the building blocks of a relationship are formed.

The same assessments are being made about you every single day with each new person you interact with whether you want that to be true or not. And whatever they remember about you, that is part of a personal brand. The thing that they have come to expect when it comes to you .

It’s important for you to understand that you are not valuable all on your own. You are only as valuable as the benefit you represent to someone’s life. At least, in the business sense, when someone is willing to exchange money for what you can offer.

What you have control over is how fully you show up in your interactions with others. Are they able to quickly say this person is a YES for me or this person is a NO for me?

If you aren’t comfortable with the idea that people are assessing you, now would be a good time to do a quick survey of those that are close to you. Those that know you the best.

Ask them, “When you think about me, what comes to mind?”

Give them a safe place to be honest with you. If you don’t like what’s being spoken about you, or it doesn’t ring true — there is good news, you can change it! And you can start being more bold in letting the parts of you out that truly align with who you really are.

Remember, you are looking at others, expecting that who they show themselves to be is true, so with your personal brand, make sure that’s the reality. No one wants to feel like it’s a bait and switch after they get to know you a little better. In business, especially, the consistency is what matters most.