HOW TO BUILD AND MANAGE YOUR PERSONAL BRAND.

• Author: Gallagher, Anne

Amazon CEO and founder Jeff Bezos famously said, "Your brand is what people say about you when you are not in the room." No one can completely control what's said about you behind your back, but those backroom comments can be shaped, positioned and sheltered when you know how to develop and manage your personal brand. When you think of your career development, understand that people talk--your next career move may depend largely on the recommendations of your colleagues and industry contacts.

In our 24/7, message-packed, multimedia world, passively developing your reputation isn't enough. People's attention spans, for one, seem to have increasingly shrunk, making simpler, shorter messages trump longer, more thoughtful communications. The rise of social media sites such as Instagram, Facebook, Twitter and LinkedIn have given people many more opportunities to make an impression--both positive and negative. Of course, you still need to create a brand that is meaningful and constantly relevant, which is something of an art form in any marketplace.

If you're feeling like you have no personal brand, or that yours could use an update or a makeover, we offer these seven easy steps to help you develop, refine and execute your best personal brand. Take the time--your career will thank you.

STEP 1. Remember content and context are king. And queen.

What you say, how you say it and when you say it are critical factors to building and managing your personal brand. Sometimes the channel you're using may set some boundaries on the way you communicate. Twitter, for instance, only allows 140 characters per tweet, and the point of Instagram is posting a photo, usually with a caption.

When you communicate with others, be helpful, be interesting and be relevant. It goes without saying that being overly opinionated or strident about any issue can be a big turnoff for people. Inviting people to share or listening to what they say can also be invaluable to building your brand. Remember the old saying: you have two ears and one mouth--use them in the same proportion. Creating a conversation is the new gold standard.

STEP 2. Build your network from the beginning.

DON'T wait until you need a network to build one. Networking is not something to do only when you need a new job or promotion. It's not something you can cram, buy or borrow the night before you need it. It must be a regular, ongoing part of your life.

Just like friendships, the most authentic and...