Sonia’s career coach was telling her about the power of having a strong personal brand, but it seemed daunting to build one. Traditional marketing wisdom says that people have to hear a message seven times before it will stick. And since personal branding involves more subtle communication than corporate branding, it could take even longer to become known for something.

But personal branding, or developing a distinct professional reputation, can be powerful in advancing your career, whether you plan to stay at your company for the foreseeable future or seek employment elsewhere.

Here’s how to cement your personal brand.

Figure out what your personal brand is.

Your brand is what others say about you when you’re not in the room. Sarah Williams, a career coach at Korn Ferry Advance says to ask yourself questions that help unveil what makes you unique, including: What are you the go-to person for? What falls apart if you’re out of the office? What do peers often ask for your help with? What are three words people would use to describing you?

Then, think through the feedback you receive (directly and indirectly) from your boss, colleagues, and other important people in your life. The answers to all of the above will help you begin to understand what your brand is.

Be known for something specific.

You may realize that you’re great at problem-solving and also have excellent people skills. But your personal brand will be clearer to others — and be more valuable to the organization — if you’re known for one thing. “You want to figure out ways to get your name floating among peers and leaders at your organization. One way to do that is to be known for one specific skillset that sets you apart,” Williams says.

You can choose one of the things you’re strong in, or try to combine them if that makes sense. Eventually, whenever someone needs help with that one area, you’ll be the first person they think to call.

Build up awareness and reputation.

Because you can’t exactly run an ad campaign for the thing you want to be known for, you must find opportunities to add value using this skillset, whether in your direct role or through extra projects. “To build your reputation on a larger scale, you need to seek visibility outside your role. For example, taking on a stretch project, leading an initiative, and working cross-functionally are all ways to become known,” Williams says.

Be consistent.

Keep building awareness consistently over time — and be prepared to be patient. In addition, make sure that what people see on paper (your resume, LinkedIn profile, portfolios, etc.) matches the image you portray face-to-face (networking, interviewing etc.) It's important that you have a seamless storyline so your personal brand really shines through. Try make sure the three words people would describe you with show up in everything you say, write and do.