Every day at work, you run the risk of damaging your personal brand — the way people perceive, think, and feel about you. The question you need to ask is whether your brand is bringing you greater success or actually holding you back. Not knowing the answer can mean the difference between a career that stays land-locked and one that skyrockets, asserts Brenda Bence, author of How You Are Like Shampoo. She offers these four tips for boosting your personal brand strategy:

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1. Get clear about what your brand stands for. Enlist a friend you trust to ask several work colleagues for the top five words they would use to describe you. Are you described the way you want to be? If not, your personal brand needs some adjustments.

2. Determine where you need to make changes. If you aren’t happy with the results of your research, that’s good news. Why? Because your findings will clarify exactly what you need to change to create the brand you want.

3. Define what you want your brand to be. When it comes to personal brand building, take some time to consider your strengths, how you want to be known, and how you can best fill the needs of your brand’s “target audience” — i.e., your boss, your colleagues, and/or your customers.

4. Communicate your brand effectively. No one’s perceptions, thoughts, or feelings about your personal brand will change until you consider what you say, do, and think day in and day out.

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