Visualize the logo of a brand you love. What three words come to mind when you think of it?
In your business or career, you want people to associate specific qualities with you. To achieve that, commit to defining who you are and what it's like to work with you. Think of this as your trademark tattoo—timeless and indelible.
Tattoo your essence into the minds, hearts, and actions of those you serve. Every interaction—how you present yourself, communicate, respond, and deliver—leaves a lasting imprint.
Begin by answering these key questions:
What impact do I want to make on the world? What ongoing difference am I creating, and what does success look like? What experiences in my journey give me authority and insight? Have I fully embraced what makes me unique? What results have I already achieved that align with this impact?
Infuse your brand throughout your business with these proven steps:
1. Only accept projects that align with your brand.
Evaluate new opportunities: Does this fit my brand? Will it advance my intended impact? Off-brand pursuits feel like chasing distractions; on-brand work creates flow and authentic progress.
2. Draw inspiration from leaders outside your industry.
Avoid copying competitors, which leads to imitation. Instead, seek fresh ideas elsewhere. Adapt strategies uniquely to your work. For instance, I've long admired how comedians brand their style—a principle I apply to my speaking and strategy.
3. Remember: What got you here won't get you there.
Your core brand remains timeless, but its expression evolves. Reflect on your favorite brand—have their products, messaging, or aesthetics shifted? Stay open to growth while anchored in your principles and impact zone.
Now, visualize your own trademark tattoo. What do you see?
Simon T. Bailey is an international speaker, writer, and personal transformation strategist. He is the author of Shift Your Brilliance: Harness the Power of You, Inc. and Be the Spark: Five Platinum Service Principles to Create Customers for Life. When not working, he roots for the Buffalo Bills, his hometown team.
