Have you ever noticed an individual walk into a room and everyone turns their head? Why is it that some individuals rise rapidly through an organization and others seem to get stuck at lower levels? Why is it that when some people speak, everyone stops to listen?

Are you noticed? Are you remembered? Are you sought out for your expertise? Are you trusted? And are you recognized as an important contributor by the "movers and the shakers" of your company? Are you networked with the key players in your organization?

Having been a consultant/trainer/speaker for the last ten years, I have had the privilege to work with key decision-makers. I've picked their brains, challenged their decisions to hire, promote or disengage employment. I've been told what distinguishes those who win and lose in the corporate environment. This article is written with the sole purpose to enable you to successfully navigate your career into the new millennium.

A prosperous career is now not so much a ladder of roles but a growing reputation for making things happen. If there is one reality to successful career opportunity, it's that you must become a master at self-marketing. The truth in today's environment is that you must take self-responsibility for your career path. You need to have a clearly defined gameplan and actively seek out personal coaching and mentors to achieve your mission. You must be fully aware of those skills that define success for the next millennium.

Brand Yourself

See yourself as a brand and learn techniques to distinguish yourself from others. It must reflect who you are, the service you provide and the added value you bring to the organization. Relate it to brand name products that you regularly use. There's no need to read the labels, qualify the price or measure the results. You just know it's the right brand for you. But this took time and you needed to feel confident and trust before loyalty set in. Just as in over the counter products compete for brand distinction, so might you consider the need to do the same today. Developing brand distinction builds your reputation and opens the door to future promotion, opportunities and options.

Be Strategic

Warren Bennis, author of On Becoming a Leader says that leaders "are people who are able to express themselves fully. They know who they are, what their strengths and weaknesses are, and how to fully deploy their strengths and compensate for their weaknesses. They also know what they want, why they want it, and how to communicate what they want to others, in order to gain their co-operation and support."

Many people interpret this as succumbing to politics. The most frequent complaint I hear from my clients is that they resent the notion of being political within their organization. I suggest that they rephrase it as "being strategic". You can in fact be strategic and still act with integrity. I believe that every company has its own distinct culture. Understanding the players, values and acceptable behavior allows you to win. You need to be proactive today if you want to be a master at career navigation. And you need to distinguish yourself as a winning brand.

Be conscious of your brand packaging

Your personal presentation is an integral part of the total leadership package you provide to your organization. You can't afford not to project the right message. Projecting a strong presence is no longer an option in business and is no longer seen as superficial. You are continually being judged by what you project. Like it or not, people make assumptions about your character and abilities based on how you present yourself. A leadership presence gives you that competitive edge.

Brand packaging is not a superficial mask designed to mislead others. It's about projecting yourself at your best. What is it that separates these dynamic individuals from the rest of the crowd? They look and act successful, confident and in control. They command respect merely by their presence. It's the collection of details that conveys the impression of who you are. It's called your persona and it defines you from the minute you walk into a room. Among these details are grooming, wardrobe, poise, body language, and voice projection. Note though, that while the right physical appearance conveys credibility, it must be underlined by substance and integrity. True professionalism is the intangible quality that stamps your presence in the business world. It defines the inner core of your character. It encompasses your values, communication style, level of expertise and interpersonal skills. A professional image is the result of attending to all these details and clever brand distinction.

Brand yourself as an established expert

Because of global competition, job instability and merger fever, your opportunity to get ahead will depend on how you market your expertise. Tom Peters, author of The Pursuit of Wow believes that no one is secure in companies. He feels that you've got to have a personality, you've got to have a speciality, and you've got to be a brand. In otherwords, become an "established expert with good PR". Look at how what you have to offer can help your organization.

Know what you're good at, what you're passionate about and begin to offer advice to those who can benefit from your expertise. That requires you to take risk and speak up even if tension prevails. Provide insight and strategies but deliver the message in a thought-provoking manner. Market your expertise so that when a problem arises that requires an expert, people automatically seek you out. Most of all speak up in meetings! If you seek brand recognition, you can't afford to sit in silence.

Be comfortable with self-promotion

It would be wonderful to believe that if someone has technical brilliance, they will naturally rise to the top. Times have changed and the demands are greater today. It is not by chance that certain individuals shine. And it is not coincidental that those same people manage to succeed in every situation.

I know that few people enjoy selling themselves. Most feel it is a vulgar concept, it's being a brown-noser, fake, etc. However, you've got to be known to be appreciated. Before I begin coaching an individual, I always ask how their peers, direct reports, boss and senior executive perceive them. 95% say they never thought of asking. Yet most believe that they're seen as a valued contributor. Then I ask how they felt about their last performance review and the truth usually comes out. Most say that their bosses are unaware of their daily activities, how they help others and the specifics of all that they accomplished over the past year. Many say that the senior executives don't really know them.

Look for opportunities to be seen, heard and appreciated. Become comfortable tooting your own horn and where possible, do the same for others.

Be a master networker

Harvey MacKay , author of Swim with the Sharks recently published a book called Dig Your Well Before You Are Thirsty. It's been referred to by the New York Times as one of the top fifteen inspirational self-help books of all time.

He writes: "If I had to name the single characteristic shared by all the truly successful people I've met over a lifetime, I'd say it is the ability to create and nurture a network of contacts". Business is all about building relationships and networking savvy enhances your profile internally and externally. It also helps to improve your business by expanding your network of people. An important principle to remember is that people do business with people they know, trust and like. Your ability to put yourself in a position to nurture healthy relationships is a skill essential to career opportunity.

Never underestimate the power of doing lunch or dinner. I believe that relationships are developed quicker outside the office than inside. Think of the benefits of the golf course. Restaurants also provide an easy social environment where people behave more naturally. However, discuss anything but business - you're there to build rapport. Book ten minutes a day to make the rounds in your company just to say hello. Watch the benefits when you need a helping hand. Talk to other people in other companies to share information. As my mother always says, "what goes around comes around".

Develop outstanding interpersonal skills

Face-to-face interpersonal skills are no longer optional for advancing your career. You must develop, hone and use plenty of people skills. The development of artful conversation becomes a definite asset to you personally. Good conversation acts as a framework for any business transaction. It projects your personality, shows your sincerity, adaptability and sense of humor.

You must have the ability to make people feel comfortable with you - to relate to anyone, any culture, any age. You must become a master at conversation, to insure people are open to listening to you. Susan RoAne, in her book What Do I Say Next describes a study conducted by Dr. Thomas Harrell, Professor Emeritus of Business at Stanford University whereby he studied a group of MBAs a decade after their graduation to identify successful traits. The grade point average had no direct influence on their success but the one trait he identified in common among those that were successful was their verbal fluency.

Become a master at small talk

In a sales situation, for example, clients openly admit that they demonstrate favoritism to salespeople who they like, share commonality and who have the best relationships with their office staff. They openly admit that they will see them more often and purchase more readily. It all begins with the art of conversation. Small talk is how we exchange information, ideas and opinions. And the beauty of small talk is that it can only last a few seconds but what a powerful icebreaker! As Susan RoAne says, "small talk is what we do to build the big talk. It is the schmoozing that cements relationships and success."

Research four topics that enable you to start a conversation with anyone, i.e., sports, current events, entertainment and human interest. This information can be obtained from your local newspaper, television, internet or magazines such as Time, Fortune, People, Newsweek, etc. The effort you make in preparing yourself will assist you in displaying a relaxed persona.

1. Match experiences with people. Establishing commonality with others speeds up relationship building and breaks down conceived obstacles around perception.
2. Identify things, friend, hobbies, etc. that you have in common. This enables them to relate to you. It adds to your credibility.
3. Choose open-ended questions. This encourages the other person to become actively involved in conversation.
4. Most people enjoy speaking about themselves. Showing interest in the other person is one of the truest forms of flattery.

Topics to avoid:

• Politics
• Gossip
• Religion
• Abortion
• Off color jokes
• Gender differences
• Personal questions such as age, weight, marital status, health

Reinforce Brand Distinction