It's odd to think of yourself as a brand, but management gurus have been floating the idea for some time. The latest book on the subject is Brand You by John Purkiss and David Royston-Lee.
Building your own brand identity involves some soul searching. You must not only identify your unique talents, values, skills and experience, but also discover your purpose in life.
If you think you've got talent as a third sector manager (and not the Britain's Got Talent eating Ferrero Rocher chocolate sort of talent) but are not well known for it, it's likely you've got a weak brand. Your mission must be to become the Coca-Cola, Persil or Cillit Bang of the third sector. It's time to embark on some personal marketing to improve your career chances.
How do you do it? The better you know yourself, the better you can market yourself, so work out what you're good at and what you enjoy doing, then focus on this personal and unique combination of qualities.
Create a reputation for being good at these things among as many people as possible, and Bob's your uncle. Who knows? You could be the next management Marmite, Fairy Liquid - or even a Flake.
- Emma De Vita is books editor of Management Today.