It’s Not Who You Know. It’s Who Knows You.

Time and time again we have heard the phrase "It's not what you know, but who you know." This has taught us that our knowledge isn't as valuable as our network. Having a strong network still doesn't matter if our personal brand isn't one people recognize. This is why it's not who you know, but who knows you.

Back in 2006, I got the opportunity to meet and shake the hand of President Barack Obama after he made a speech at a conference I attended. I know the President. I met him personally. I even took a picture with him, but quite frankly he doesn't know me. We don't have a personal relationship. The fact that I know him really doesn't matter.

Brand names like Walmart, Starbucks, Macy's, and Nike are all widely recognized for the value that they bring to the market. As a result, people continually shop and trust these brands to fill their particular needs. These retail brands are synonymous to our personal brands.

Your brand is your name, your logo, and your reputation. Your brand is what people think about when they think of you. The more that people recognize your personal brand the more that people will come to you for advice or even refer you to others. When people are willing to refer you, your brand recognition grows exponentially by the number of people they know.

There are a few key ways to develop a strong personal brand.

1. Establish your expertise.
   What subject area are you strongly knowledgeable? People will only work with those they trust. If you can educate people and continuously solve their problems, you will earn their trust.
   
2. Nurture relationships. Find out how you can be of service to each person that you meet. You can't expect people to be of service to you, unless you first serve them.
   
   
3. Position yourself to be remembered.
   Create a short compelling phrase that summarizes the benefit that others get when working with you. For example, if you're an attorney your phrase may be," I help people find justice in all the right places." If you are a dentist your phrase may be, "I help brighten people's smile." This phrase can be used while networking when asked, "What do you do for a living?" This is more notable than the response of the ordinary company name and job title.