“We tend to leave it to others to direct what we’re known for,” said Mobray. “Take charge of it.” Ask yourself, what three attributes do you want to be known for?

What do you consistently deliver that makes people be loyal to you? What is the most consistent thing people say about you when you’re not in the room? Mobray added, “If you’re not consistent, you won’t be known for anything. If you’re not known for anything, you will become unneeded, then unemployed and a lot of other ‘un’ words.” Consistency also means making sure your facial expressions and body language are consistent with what you want to be known for.

People seldom like to talk about their failures, but they should, he said. If you don’t tell people what you failed at and what you learned from it, they may make their own assumptions. Admitting to failure and explaining how that makes you better at what you do will build trust and better relationships.

Develop an “elevator speech,” a short summary of what you want to be known for, said Mobray. It should contain three elements: statements of who you are, what you do, and how you add value.

“Be an experience they don’t expect to get,” said Mobray. “People remember people who take the initiative.” One example: Instead of begging people to fill out a meeting evaluation at the end of a conference, have everyone in a general session write down one thing that could be improved, then crumple it into a ball and toss it to another person nearby to read aloud. And collect all those crumpled papers at the session’s end. “You can turn trash into content,” and then use those suggestions to “become an amenity to your clients.”

One key to personal branding is to tell the story behind the elements of your brand. “Let people know why you do what you do, why integrity matters to you,” said Mobray. “If you don’t tell people how you want to be remembered, you may not be remembered.”

Take opportunities to make yourself stand out. Before you walk into a room, ask yourself: Why am I here? What will I contribute? What will they say when I leave the room? “That will change the game every time you show up because now you’re directing your brand,” said Mobray.

Ask yourself what three words you associate with yourself, and then ask someone else to give three words that they associate with you. How do they compare? If your brand is solid, they should be consistent. Set the expectations for what you want to be known for.

“Never forget your why,” said Mobray. “The why you do what you do shapes everything you do.”