We all want to matter. We all want to be the preferred choice, whether we admit it or not.

Our personal brands, how people think and feel about us, the reputation we have built, should ideally lead to additional opportunities to do what we love to do. Or it can have the opposite, negative effect if we have not created and nurtured a positive and clear picture in people’s minds as to who we are and what we are great at.

Here are 7 Laws to ensure your personal brand is desirable. I picked these laws up from sales and personal development guru Brian Tracy. I have refined them with marketers in mind.

1. Law of Specialization

If you have a brain tumor do you seek out a family doctor or a brain surgeon? People naturally seek out specialists. Specialists are perceived to offer greater value, are typically in higher demand and can command higher rates. Within the marketing discipline there are many specialties from SEO (search engine optimization) to Social Media marketing, email marketing, webinar marketing etc. Hanging your hat on a highly desirable specialty can create a brand halo that builds a broader perception of what you are capable of.

Key question:
In what areas can I be the best in, that matter deeply to the people I want to work with/serve?

2. Law of Leadership

Marketing today is about being a leader. It is about having a point of view and leading through example. Everyone leads in their own way. Finding your own style of leadership is an essential way to boost your personal brand appeal and the impact you can make. People naturally want to hitch their wagons to people with a clear and compelling vision. The three questions below have helped me think more expansively about who I am and what I’m here to do. Try them on for size.

Key questions:
Why would someone follow me?
Where will they get to if they do?
How will they be treated along the way?

3. Law of Personality

Pleasant and positive personalities are highly preferred over grumpy whiners. You will matter more if your personality is likeable. Thankfully you don’t have to change who you are. A key step when defining a personal brand is to identify your top 1-3 attributes or personality traits that make you highly likeable to the people you are serving (both your colleagues and customers).

Key questions:
What aspects of my personality are highly likable and valued?
What is my defining, strongest personality trait that people would associate with me if I asked them?

I think that is enough for you to chew on for today. Tomorrow I will talk about the last 4 Personal Branding Laws for Marketers