Ironically as I help companies and professionals to build and manage their brands I’m undergoing a personal re-branding.  Later in the post I’ll go into why you need to pay attention to your personal branding. Now I’ll fill you in on how this post came to be.

A few days ago I began the process of being called “Brett” instead of “Sopan.”  Fifteen years ago I went through the same process but in reverse with the names.  I legally added “Sopan” as my first name thinking it suited more of who I was and who I wanted to be.

As I am increasingly working with very high level professionals it seems more fitting to have a name that’s easier for people to pronounce.  It’s also nice to not have to spell and re-pronounce my name every time I introduce myself.

Sopan is a unique name and therefore a good memorable brand.  But judging by the same confused look I get every time people hear it for the first time, and the high frequency of times it’s mispronounced, it has drawbacks also.

When I was a radio DJ I was told that “Brett Greene” sounded strong and sexy like “James Bond.”  Whether that’s true or not, hearing it from a beautiful girl gives the memory weight in going back to that name.  Strong and sexy are good characteristics for any personal or professional brand.

The best comments to this change so far have been:

“Puff Daddy went through it too. From Puff Daddy to P Diddy to Sean Combs and back to Puff Daddy!  No big deal!”

“Don’t worry about the name thing.  Prince went through this too and everyone liked it better.”

“What – no more ‘You don’t mess with the Sopan?”

“It doesn’t matter what you’re called.  What matters is what you answer to.”

So why does this matter to you?  Because it’s the 21st century and your personal brand will help you to sink or swim professionally.

If I have two candidates for a position and one of them has an interesting blog, insightful tweets on a Twitter account and a strong LinkedIn profile (which few know how to create) then I’m hiring that person.

A resume and good interview skills aren’t enough to get a great job these days.

The same goes for people I’m going to hire.  I’ll hire the person who is powerfully presenting themselves as an expert over the person who doesn’t even have a basic website.  This isn’t just me, this is reality now.

We live in a time of radical transparency which I love because it makes bullshit a lot harder to hide.

When you fly your flag you’ll attract your tribe and connect with more and more people internationally that will contribute to your personal and professional lives.  It’s a great time to be alive and the best time ever to be in communication online.

People live online and often get to know about new friends and business associates through social networking and new media.  If you’re not swimming in this pool, which means being in the conversation, not just putting up a profile, then you’re not in the game.

Like it or not you are a brand.  If you don’t get this then I invite you to read this Fast Company aritcle on “The Brand Called You” and Dan Shawbel’s Personal Branding Blog to get up to speed.

What is your personal brand?  Who do you want people to think you are when they Google you or when they say or hear your name?

Are your unique gifts, talents and expertise on display where people can learn about them? What are you doing today to build and manage both your personal and professional brands?

Asking these questions today will affect the results in your life for many tomorrows to come.